Ap­ple de­buts win­ning for­mula

Cape Argus - - METRO -

AP­PLE took the wraps off a re­newed iPhone strat­egy on Wed­nes­day, de­but­ing a trio of phones that aim to spread the com­pany’s lat­est tech­nol­ogy to a broader au­di­ence.

The iPhone Xs, start­ing at $999 (R15 000), suc­ceeds last year’s flag­ship model with a faster A12 pro­ces­sor and up­dated cam­eras. The iPhone Xs Max is a higher-end ver­sion with a 6.5-inch OLED screen, mak­ing it one of the big­gest on the mar­ket, and one of the most ex­pen­sive at $1 099 and up. There is a 512GB stor­age op­tion for the first time.

The third model, called the Xr, is Ap­ple’s big­gest hard­ware bet of the year. It re­tains the key ad­vances of the first iPhone X, but is cheaper while be­ing no­tice­ably larger at 6.1 inches. The price starts at $749.

Ap­ple used older LCD screen tech­nol­ogy and alu­minium, rather than stain­less steel edges.

“We want to reach as many cus­tomers as we can with this in­cred­i­ble tech­nol­ogy,” Ap­ple mar­ket­ing chief Phil Schiller said. The shares slipped 1.2% to $221.07 at the close in New York. When Ap­ple in­tro­duced the iPhone X last year at a start­ing price of


THE iPhone XS and XS Max. |

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