Why all three new iPhones will be a success

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Apple iPhone XS event

I’m sorry, I just couldn’t stay awake long enough.

You, though, because you’re so very excitable and excited, had multiple browsers and apps whirling at midnight on Thursday to order your new iPhone XS or XS Max. Or, perhaps, your shiny new blue XR.

Looking with chilled eyes, it seems clear that Apple has been very astute in the way it’s positioned these three phones.

It’s easy to imagine that the XR might be a little like the 5C — a cheap and very cheerful starter version of the iPhone.

It isn’t. Instead, Cupertino wisely stopped to consider those who are emotionally opposed to paying four figures for a phone. They’re people who seek


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