With iPhone XR, Apple Just Rewrote the Phone Script

As rumors built over the last year that Apple would release three iPhone X models in 2018, pundits and analysts alike were a bit mystified at Apple’s strategy. Why three? Why a lower-priced, larger model?

Now that the iPhone XR has arrived, completing Apple’s 2018 lineup, it’s worth considering what the purpose of the iPhone XR is and where it fits in Apple’s overall strategy.