Along with the iPhone XS and XS Max, Apple has launched the iPhone XR, a curious product within the overall strategy of the company. There are two reasons that attract attention. First, his name: iPhone XR? Why an R? The second, the size: why is it bigger than the iPhone XS?
I must accept that one of the things that most appeal to the iPhone XR is the product strategy that Apple will follow. It will be something like this:
The iPhone XS – and subsequent generations – will gradually become a new niche that is above what we consider “high-end”, it is a “luxury range”, which for better and for worse, is working extremely well in the scheme Sales of the company: the iPhone X, still costing a thousand dollars, sold like hot cakes.
That leaves a gap in the range of smartphones of the company that responds to what we consider “high-end”, especially in the face of competition with other companies that make Android phones.
The iPhone XR is the answer to the second point: a high-end smartphone, with an enviable construction – let’s not confuse it, it’s very high-quality aluminum – a state-of-the-art processor that is two years ahead of the competition (Samsung and Qualcomm still do not finish reaching the A11 chip that Apple launched last year) and new generation camera – the same as the iPhone XS, although it is not double lens.
Understanding the above, all other pieces fall into place:
It is the reason why it has that screen size.
This is the reason why this year has been launched and not the past: 2017 was the year in which Apple marks a before and after in smartphone designs, 2018 is the year in which they adapt their product strategy.
That is why it will be sold in multiple colors, both “juvenile” and more “sober”.
That’s why it’s a “cheaper” phone, but it keeps the same design as the iPhone X. People like that aesthetic, and it’s no coincidence that practically all brands of competing smartphones have copied it.
749, 799 and 899 dollars are not particularly “cheap” prices, but neither do they need to be – they do not compete in the mid-range. Next year, when Samsung launches the Galaxy S10, the question will not be “can I buy a Galaxy or an iPhone XS?”, Will it be “I bought a Galaxy or an iPhone XR?”. And the answer, for all those who are only guided by the price, will be obvious.
And that’s a great strategy, a master blow that puts the rest of the industry in a predicament that basically competes for price: the Pocophone, the Xiaomi and the Honor. Toidos they bet to reduce margins of profit and shoot themselves in the foot.