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Apple unveils iPhone XS, XS Max, and XR

Posted September. 14, 2018 07:22,   

Updated September. 14, 2018 07:22


Encouraged by the success of the iPhone X, Apple rolled out a new smartphone line called “iPhone XS,” whose prices are expected to hover around 2 million Korean won in local market.

On Wednesday (local time), Apple unveiled the iPhone XS, the XS Max, and the XR series at its Cupertino headquarters in California, the United States. Each 5.8 inches and 6.5 inches wide, both XS and XS Max models adopted an OLED screen. The 6.5 inch model is the largest among the iPhone series introduced so far, easily dwarfing the size of iPhone 8 Plus (5.5 inches) as well as the recently released Samsung Galaxy Note 9 (6.4 inches).

The prices of the iPhone XS range from 999 to 1,349 U.S. dollars, depending on the storage capacity which varies from 64 GB, to 256 and 512 GB. The prices for the XS Max are as high as 1,099 dollars to 1,449 dollars.

With the exchange rates and taxes taken into account, the prices for the most expensive XS Max 512 GB model are likely to surpass the mark of 2 million won once released in Korea. Eugene Investment, a South Korean securities brokerage, expected that considering the average tariffs and additional taxes typically levied on the gadgets, the prices of all new iPhone models introduced this time will exceed 1 million won.

Pundits say Apple’s high-pricing strategy can be ascribed to the huge success of the iPhone X. According to Counterpoint Research, a global market researcher, as of Thursday, the cumulative shipments for the iPhone X reached 63 million during its first 10 months of sales.

The first batch of the iPhone XS series will be launched in 16 countries including the United States and Japan starting on next Friday. Having been excluded from the list again, South Korea will likely see the new iPhones launched in South Korea as early as in late October.

Ji-Hyun Kim jhk85@donga.com