All three iPhones come with clear product and pricing segmentation, and are in line with Apple’s strategy of focusing on pricing alone, instead of volumes, where Apple’s brand pull in itself is able to sustain its growth on the basis of average sales revenue from each iPhone. Apple has clearly sensed an opportunity to continue to build up the uber-premium smartphone segment, making premium Smartphones more premium, and thereby, maintaining its growth in a flat smartphone market.

In Conclusion

The 2018 lineup of iPhones underscore Apple’s leadership in coming up with industry-first innovations. Apple has carefully crafted a series of variants, offering more choices to consumers, with incentives to upgrade to higher variants.

In line with the market trends from previous years, the new iPhones will continue to see interest from loyal iPhone users. Over the short-term, the biggest beneficiary would be the uber-premium iPhone XS Max.

However, the blockbuster hit for 2018 would be the iPhone XR that would power Apple’s growth, by attracting new buyers with its 6.1’’ display and an assortment of vibrant colors. The iPhone XR, though lacking a dual camera and 3D Touch, scores high on not just pricing, but as well on the design and features on offer, contributing to its popularity going forward. The iPhone XR will trigger consumers with  ageing iPhones to go for an upgrade.