Apple has released its new slate of iPhones, replacing the iPhone X with three new X phones in the line up with the iPhone XS, iPhone XS Max and iPhone XR. Along with the new phones is a bump in the pricing, with the iPhone XS Max in particular setting a new benchmark for how much a smartphone should cost. The iPhone XR was a surprise in the line-up and may end up being the volume model that most people will choose given its combination of lower pricing with the iPhone X level experience. Steve and Ben discuss the latest iPhones, their cost, and Apple’s challenges with branding their flagship product.