iPhone XS isn't an all-new iPhone. It's a new iPhone X. So, what does that mean?

I don't think Apple intends iPhone X owners to rush out and upgrade to iPhone XS, industry insiders, tech enthusiasts, and those on yearly programs, will of course do just that. Rather, I think Apple intends these new models to appeal to those who didn't yet make the leap to an all-new iPhone. Those who always avoid rev. A boards, or who stuck with Android or with the Home button, or who were simply waiting on a bigger screen.

And, I think for them, iPhone XS or iPhone XS Max are exactly the new phones they've been waiting for.

(Unless they want to wait for iPhone XR...?)

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• iPhone XS + Max Review: The best damn product Apple's ever made, take 2

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