https://www.cnet.com/news/iphone-xs-iphone-xr-iphone-xs-max-apple-three-new-iphones-replace-iphone-x/

The iPhone XR starts at $799 for the lowest storage capacity, the iPhone XS starts at $999 -- like last year's iPhone X -- and the XS Max's 64GB model costs $1,099. The prices rise from there with each jump in internal storage. Instead of Apple's most advanced phone breaking the $1,000 ceiling, two of these new iPhones now start at a grand or more. This is Apple's way of testing people's willingness to splurge on a high-end phone.

Read also: iPhone X specs vs. iPhone XS, iPhone XR and iPhone XS Max