https://www.cnbc.com/2018/09/11/iphone-xs-xs-max-and-iphone-xr-price.html

Apple made a big bet last year that it could convince you to spend $1,000 or more on a new iPhone. It sounded like a crazy move after people spent 10 years spending $650 or so on a new device, but Apple's gamble worked.

The iPhone X, which starts at $999 and goes all the way up to $1,149, has helped boost profits for the company, even as iPhone unit sales continue to flatten. Last quarter, the pricier iPhone X helped increase the iPhone's average selling price (ASP) to $724, which was well above expectations.