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Jason Snell for Macworld
September 19, 2018 8:31 AM PT
In the aftermath of last week’s Apple announcements, it’s so easy to refer to the $749 iPhone XR as a low-price, bargain model, in contrast to the $999 iPhone XS and the $1099 iPhone XS Max. But just three years ago, $749 was what Apple charged for the most expensive new iPhone in its product line, the iPhone 6S Plus.
It’s never been more expensive to walk into an Apple Store and walk out with an iPhone. Changes in the way wireless carriers approach their customers have led, unsurprisingly, to changes in the buying behavior of those same smartphone users. The change in buying patterns then affects Apple, which makes its own changes to compensate.
There’s a lot going on here, and while the end result is that Apple is very slowly cranking up the average selling price of the iPhone, it doesn’t necessarily mean that most people are spending more money on iPhones than they used to.