iPHONE XR: AN EN­TRY-LEVEL MODEL TO BREAK RECORDS

Apple Magazine - - Summary -

AN AF­FORD­ABLE iPHONE FLAG­SHIP

When Ap­ple un­veiled a trio of new iPhones last month, it was the XR that gen­er­ated the big­gest re­sponse. A brand new model with a stun­ning new de­sign, the XR is con­sid­ered as a “low cost” ver­sion of last year’s iPhone X, but with all of the big­gest fea­tures we have come to know and love, in­clud­ing fa­cial recog­ni­tion and Face ID, a stun­ning all-glass dis­play, and the fastest and most pow­er­ful smart­phone chip ever in­cluded in an iPhone. As the new de­vice gets ready to launch to the pub­lic, we take a closer look at the new iPhone XR and ex­plore how the model may, un­ex­pect­edly, be­come one of the big­gest sell­ing smart­phones in the his­tory of the iPhone.

A STUN­NING NEW DE­VICE

Along­side the an­nounce­ment of the new iPhone XS and XS Max, Ap­ple’s new high­end mod­els, came the iPhone XR. The model was teased in typ­i­cal Ap­ple style, with a ‘and one more thing’ in­tro­duc­tion, and de­spite its name and specs be­ing leaked just a day be­fore its of­fi­cial un­veil­ing, the XR was met with praise by crit­ics and tech­nol­ogy fans af­ter a hands-on. The new model fea­tures a stun­ning all-new Liq­uid Retina dis­play, which is the most ad­vanced LCD dis­play in the in­dus­try. Whilst the new XS and XS Max mod­els came pack­aged with OLED, Ap­ple opted to keep LCD tech­nol­ogy to re­duce the man­u­fac­tur­ing costs of the de­vice.

Of course, that’s not to say that the XR is not equipped with a stun­ning screen. In­deed, Ap­ple has en­gi­neered a dis­play with an in­no­va­tive back­light de­sign, which al­lows the screen to stretch to the cor­ners of the XR, al­low­ing users to see true-to-life col­ors from

one edge of the screen to the other. The Liq­uid Retina dis­play is 6.1-inches, has a 1792×828 res­o­lu­tion, and of­fers 326 pix­els per inch. The screen of­fers best-in-class color man­age­ment, and, ac­cord­ing to Ap­ple, it has the “in­dus­try’s best color ac­cu­racy” with “ad­vanced color man­age­ment” to boot. A six-chan­nel light sen­sor al­lows the de­vice to ad­just its white bal­ance on the screen so that im­ages and con­tent look as nat­u­ral as on a printed page.

The model is dust and wa­ter re­sis­tant and comes with Ap­ple’s sig­na­ture Face

ID tech­nol­ogy, which rein­vents the way con­sumers un­lock and in­ter­act with their de­vices. The tech­nol­ogy uses ad­vanced ma­chine learn­ing to rec­og­nize changes in your ap­pear­ance, so if you were to grow a beard or wear a pair of sun­glasses, you’d still be able to un­lock your smart­phone. Face ID can also be used to log into apps and ac­counts, pay in shops us­ing Ap­ple Pay, and take ad­van­tage of the new An­i­moji and Me­moji avail­able as part of iOS 12, which al­lows you to cre­ate cus­tom emo­jis based on your phys­i­cal ap­pear­ance.

iPhone XR comes pack­aged with a new A12 Bionic chip and a next-gen­er­a­tion Neu­ral En­gine, de­liv­er­ing high per­for­mance and us­ing real-time ma­chine learn­ing to im­prove the way we ex­pe­ri­ence our pho­to­graphs, gam­ing and aug­mented re­al­ity ap­pli­ca­tions. Thanks to ef­fi­ciency cores, the new chip is said to use 50% less power than Ap­ple’s A11 Bionic chip, while its 8-core Neu­ral En­gine al­lows for an im­pres­sive 5-tril­lion op­er­a­tions per sec­ond, with Core ML run­ning up to nine times faster than on the A11 Bionic chip of­fer­ing in­creased pro­cess­ing per­for­mance. Com­bined, the new hard­ware al­lows the iPhone XR to power truly ef­fi­cient game­play whilst main­tain­ing bat­tery life. With the world’s most ad­vanced smart­phone cam­era and aug­mented re­al­ity tools in­cluded out of the box, there’s never been a bet­ter iPhone model.

From the mo­ment the de­vice was an­nounced, so­cial me­dia was awash with praise. Thou­sands of video­mak­ers and jour­nal­ists sug­gested that tech­nol­ogy fans should ‘hold off on buy­ing the XS and wait for the new iPhone XR,’ with some say­ing that the ad­di­tional fea­tures that the more ex­pen­sive XS model of­fered were neg­li­gi­ble.

As part of Ap­ple’s plan to in­crease the sales of the iPhone XS and XS Max, the com­pany made its more ex­pen­sive mod­els avail­able for sale first, and so far sales are strong with an even split be­tween the XS and XS Max. Many were hold­ing out for the iPhone XR, how­ever, which of­fi­cially went on sale on Oc­to­ber 26. The week prior, the de­vice was fi­nally made avail­able for pre-or­der, with some mod­els sell­ing out within just half an hour; their co­ral and yel­low mod­els were par­tic­u­larly pop­u­lar, now ship­ping within two weeks.

A MORE AC­CES­SI­BLE iPHONE

Per­haps one of the big­gest rea­sons why the iPhone XR is set to per­form so well is in its pric­ing. 2017’s iPhone X was con­sid­ered a rev­o­lu­tion­ary de­vice by many, but crit­ics and con­sumers said that the $999 ask­ing price was just too ex­pen­sive for an iPhone. The com­pany has main­tained its pric­ing struc­ture for the new iPhone XS and XS Max mod­els this year, with a top of the range XS Max with 512GB stor­age ca­pac­ity com­ing in at an eye-wa­ter­ing $1,449.00. Of course, most con­sumers pur­chase their iPhones as part of a mo­bile plan, and spread the cost of the de­vice over sev­eral months and years, but pric­ing is be­com­ing some­thing of a stick­ing point for price­sen­si­tive con­sumers who do not want to spend thou­sands of dol­lars - in many cases, more than the cost of a MacBook or MacBook Pro - for a new phone.

The iPhone XR, how­ever, of­fers a great deal of the same func­tion­al­ity as the iPhone X and XS with­out the price tag. Although the iPhone XR is kit­ted out with a cheaper dis­play, comes with­out 3D touch and has a sin­gle-lens rear cam­era, the ma­jor­ity of th­ese fea­tures are ‘nice to have’ rather than nec­es­sary in to­day’s smart­phone mar­ket. Whilst still on the pricey side, the XR is avail­able from $749 with 64GB stor­age ca­pac­ity and reaches $899 on the 256GB model, which will no doubt ap­peal to cus­tomers look­ing for an af­ford­able de­vice.

SALES EX­PECTED TO BE HIGH

Although the iPhone XR has only been on sale for a cou­ple of days, the model is ex­pected to per­form well in the run-up to the hol­i­day sea­son. The Cu­per­tino firm is re­port­edly ramp­ing up or­ders on its new model as it fore­casts higher than ex­pected sales, with Dig­itimes say­ing that it ex­pects Ap­ple to ship more than 20 mil­lion mod­els in Oc­to­ber alone. The an­a­lysts also said that the ra­tio of iPhone XR to Ap­ple’s to­tal iPhone or­ders was re­vised up­ward of 50%, which goes above and be­yond the ex­pec­ta­tions that the new iPhone XR would serve as the next it­er­a­tion of the iPhone SE, a cheaper model for a small per­cent­age of its user base. In­stead, the XR looks set to be­come Ap­ple’s most pop­u­lar model.

There’s also the added ben­e­fit that the iPhone XR will be shipped with a dual SIM in China. The XS and XS Max will come with the op­tion to hold a phys­i­cal non-SIM and an elec­tronic SIM card around the world, but the XR will ship with two phys­i­cal SIM card slots in China to ap­peal to its grow­ing Chi­nese con­sumer base. The abil­ity to run off of two SIM cards cer­tainly isn’t in high de­mand in the West­ern world, but Chi­nese con­sumers reg­u­larly have two SIM cards and use one when trav­el­ing or to con­tact their friends and fam­ily in other Chi­nese states.

THE RE­VIEWS ARE IN

Ahead of the launch of the iPhone XR, tech­nol­ogy jour­nal­ists and vlog­gers shared their thoughts on the new de­vice, with Ap­ple lift­ing the em­bargo on those with preview mod­els. Tyler Stal­man said that the iPhone XR would be “the right choice for most peo­ple” and that the XR saw the “big­gest change to the iPhone cam­era in years,” while Mash­able said that, af­ter up­grad­ing to the XS, they had a “pang of re­gret” and that “there is so much of that stuff in the XR” and that the new model should be con­sid­ered as “the iPhone”. Su­perSafTV, who showed off all of the new mod­els, stressed the sim­i­lar­ity be­tween the XR and the XS, and that the af­ford­abil­ity of the new model would no doubt make it the most pop­u­lar, while CNET’s Brid­get Carey said that she would not miss the ab­sent 3D touch in the new iPhone model and that the iPhone XR came with “all of the fea­tures that mat­ter” when com­pared with the iPhone XS. TechRadar, on the other hand, thought that the new model was go­ing to be­come the “un­der­cover hit of the Ap­ple launch” and added that while Ap­ple was keen on “shav­ing off some of the more ex­pen­sive el­e­ments of the iPhone XS” for the new model, the cre­ated a “still-im­pres­sive pack­age” that the vast ma­jor­ity of con­sumers would will to pur­chase.

With the iPhone XR now avail­able to pur­chase and an­other Ap­ple event set to bring a new iPad with Face ID and more, it’s set to be a block­buster year for Ap­ple. The com­pany will no doubt see the new iPhone XR as the key to un­lock­ing ad­di­tional sales - by of­fer­ing a pro­fes­sional model and a more af­ford­able

model that in­cludes the ma­jor­ity of the com­pany’s new fea­tures, con­sumers will be quicker to splash the cash and in­vest in a new smart­phone, rather than hold­ing on to older de­vices for longer. The hol­i­day sea­son is set to be one of the most ex­cit­ing in Ap­ple his­tory, with record-break­ing sales of its iPhone and iPad lines no doubt help­ing Ap­ple to fur­ther grow its im­pres­sive mar­ket share. Only time will tell whether the XR will be­come a per­ma­nent ad­di­tion to the iPhone fam­ily, but with mil­lions of units al­ready ship­ping, it’s clear that Ap­ple is on to an­other win­ner…

Should You Buy the iPhone XR?

iPhone XR Hands-on - Early Look at All Col­ors

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