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Apple’s greatest magic trick: A $749 iPhone is now “cheap”

Apple’s greatest magic trick: A $749 iPhone is now “cheap”

Yesterday, as all the leaks foretold, Apple released three new iPhones. The iPhone XS and iPhone XS Max were the most obvious of the new devices: the XS is just a like-for-like upgrade of last year’s iPhone X, and the XS Max is the oversized, overpriced version for people who need the biggest and best of everything.

But the iPhone XR stands out as being something a little different. It has most of the features — all-screen display, Face ID — that made the iPhone X popular, but it comes in at $749, $250 cheaper than what the iPhone X launched at last year.