https://www.cnet.com/news/apples-iphone-xs-iphone-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 iPhones, 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, already a bump from 2016.  Likewise, the starting price of the Apple Watch jumped up to $399 for the Series 4 version vs. last year's $329 price tag. 

The pricier products, which once again sets a new precedent for Apple, is just the latest example of smartphone makers steadily asking more of its customers. Apple has lead the charge in this area, making headlines for introducing the first $999 smartphone Samsung has since followed that price point with its Galaxy Note 9, but even formerly budget-friendly players like OnePlus have increased their prices. The higher prices partly reflects some of the more sophisticated materials and components going into these premium phones, from advanced processors to sensors that enable face recognition. But there's also an element where handset makers feel they can get away with it, especially as these phones have become such a critical part of our lives.