https://www.cnet.com/news/apples-iphone-xs-xs-max-xr-apple-watch-series-4-launches-test-your-willingness-to-splurge/

Apple's standout feature in its new lineup of iPhones isn't an upgraded camera or even new design. It's a higher price tag. The company on Wednesday launched a trio of phones -- the iPhone XR, the iPhone XS and the iPhone XS Max -- in its most important product event of the year. But regardless of which iPhone you choose, you'll end up paying more than ever. The starting price for the iPhone XR, which uses cheaper parts like an aluminum body and LCD display, is $749. That's up $50 from last year's $699 for the iPhone 8, itself a bump from 2016.  Likewise, the starting price of the Apple Watch jumped up to $399 for the new Series 4 version from last year's $329 price tag. 

The pricier products, which once again set a precedent for Apple, are just the latest example of smartphone makers steadily asking more of their customers. Apple has led the charge in this area, making headlines last year after introducing the first $999 smartphone. Samsung matched that price with its Galaxy Note 9 last month, but even formerly budget-friendly players like OnePlus have increased their prices.