Apple's Newest iPhones Advance in All Ways Except Price

"What goes up must come down: It's a law of physics, and now of iPhones. After the iPhone X breached the $1,000 price point for some versions, Apple has brought down the price of one of its phones.

Yesterday's Apple event saw the introduction of three new phones: the iPhone 11, iPhone Pro, and iPhone 11 Pro Max. The entry-level iPhone 11 is meant to replace the iPhone XR and starts at $699, compared with the XR's price of $749. The iPhone Pro and Pro Max cost $999 and $1,099, respectively, which puts them on par with their predecessors, the the iPhone XS and XS Max. Apple also lowered prices on older models of phones, with the iPhone 8 now starting at $499 and the iPhone X starting at $599.

In case customers didn't get the message that Apple isn't striving for the iPhone to be known as the most expensive phone on the market, it brought Deirdre O'Brien, senior vice president of retail and people, on stage to tout its trade-in program. The program is basically Apple GiveBack renamed. Anyone buying an iPhone 11 and turning in an iPhone 8 Plus will get a new phone that starts at $399. An iPhone 11 Pro starts at $599 with an iPhone X trade-in. And customers can offset the cost of a top-of-the-line iPhone 11 Pro Max with an iPhone X trade-in, bringing it down to a starting price of $699. There's also the option to pay for phones with monthly plans.

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