https://techcrunch.com/2018/09/12/comparing-iphone-xs-vs-xs-max-vs-xr/

XS is the normal one. XR is the cheap one. XS Max is the big one. That’s a good start to understanding Apple’s confusing naming scheme for its new line of iPhones. Apparently jealous of Android’s fragmentation, Apple decided it needed three different models, three different storage sizes, and nine different colors.

You can think of the XS as the updated iPhone X, the Max as the new Plus, and the XR as a revival of the great-for-kids budget iPhone SE. Here’s a comparison of their features, prices, options, and release dates.