Apple’s Launched Its Most Expensive Phones; A New Strategy to Seize the Market

Apple has launched the most expensive phones as part of a strategic approach towards the global market, at its annual fall product event, hosted at its headquarters in Cupertino, California on Wednesday. The record-setting price of the largest phone – starting at $1,099 (roughly Rs. 80,000).

The newest smartphones are called the iPhone XS, iPhone XS Max, and the iPhone XR. All have the same basic design as last year’s iPhone X, with fronts that are nearly all-screen – with the exception of a notch cut out from the top to house a front-facing camera – and lack a home button.

The iPhone XS Max, which has a 6.5-inch display, is now Apple’s priciest phone. The most expensive model will cost $1,449 (roughly Rs. 1.05 lakhs) – roughly $500 more than a MacBook Air laptop

The iPhone XS will be the same price ($999) and size as its predecessor, sporting a 5.8-inch screen.

Apple is also releasing the $749 iPhone XR, for those who balk at a four-digit price tag. The phone looks similar to the iPhone X, but it has a 6.1-inch display and uses a different type of screen that is less expensive for Apple to produce.

Most of the major updates to the smartphones were technical and incremental. These new phones will have exciting graphic display. It also has improved the cameras in the new phones and added a feature that allows people to refocus their pictures after they take them. Samsung has offered a similar feature on two of its Note devices.

Apple has a key challenge in the next 18 to 24 months: Apple has to build a more frequent, deeper, emotion-rich, digital lifestyle relationship with consumers.

The company has also been putting more investment into its software and services, such as the App Store and a growing entertainment streaming business. Tim Cook, chief executive of Apple has said he wants to double the revenue of its services business by 2020.