Juan Garzon/CNET
This story is part of Apple Event, our full coverage of the latest news from Apple headquarters.
The iPhone 11 is here, and with it has come a total reshuffling of Apple’s phone prices. The 64GB iPhone 11 brings the entry-level price for a new iPhone down to $699 (£729, AU$1,199) — its lowest point since the iPhone 8 debuted in 2017.
The new iPhone 11 Pro and iPhone 11 Pro Max pick up where last year’s iPhone XS and iPhone XS Max left off, starting at $999 and $1,099, respectively. The most expensive configuration Apple announced Tuesday — the 512GB iPhone Pro Max — costs $1,449. That’s the same price that the 512GB iPhone XS Max sold for, before Apple discontinued it today along with its smaller sibling, the iPhone XS.
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Apple said that it would continue to sell both the iPhone XR and iPhone 8 and 8 Plus, however, and lowered their respective starting prices, too. (It also dropped a few storage options for each.) Here’s what US pricing looks like for every model in Apple’s current lineup:
iPhone prices, compared
| Model | Storage | |||
|---|---|---|---|---|
| 64GB | 128GB | 256GB | 512GB | |
| iPhone 11 | $699 | $749 | $849 | N/A |
| iPhone 11 Pro | $999 | N/A | $1,149 | $1,349 |
| iPhone 11 Pro Max | $1,099 | N/A | $1,249 | $1,449 |
| iPhone XR | $599 | $649 | N/A | N/A |
| iPhone 8 Plus | $549 | $599 | N/A | N/A |
| iPhone 8 | $449 | $499 | N/A | N/A |
Apple is also offering significant discounts to customers who trade in an old iPhone when buying a new one — from up to $600 for an iPhone XS Max to up to $45 for an iPhone SE. Note that the specific trade in value depends on the condition — functional and cosmetic — of the phone. (Read more about the Apple Trade In program and what to do before you trade in your old phone.)
For Apple, there are are some novel economic factors at play this year. The ongoing trade war between the US and China, and the recent implementation of additional tariffs had the potential to drive prices higher. But Apple analyst Ming-Chi Kuo had suggested that Apple had anticipated the tariffs, allowing the company to defer any price increases due to them. That seems to have played out.
And then there’s the fact that iPhone sales are slowing, which could have also been a factor in Apple cutting the price of the entry-level iPhone 11. In fact, the company slashed prices on the iPhone and a number of other products in China earlier this year. This follows an earlier move in 2018, when Apple began offering hundreds of dollars in incentives to customers around the world who traded in an old iPhone when upgrading to an iPhone XS or iPhone XR.