Editor’s note: This article was originally published on September 19, 2018
CNN Business
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Every year, Apple CEO Tim Cook calls the next iPhone the best ever.
The company’s 2018 lineup, specifically the iPhone XS and XS Max, deliver on that promise: They’re the smartest, fastest, best iPhones we’ve ever seen.
But at this point, buying a newer iPhone is like buying a new Ferrari – you’ll find a faster engine, new paint, and some new bells and whistles, but underneath it all, it’s still basically The car you can buy. Bought last year. Just like that new Ferrari, these new iPhones will cost you a lot of money.
The 5.8-inch iPhone XS will be available in stores on Friday, starting at $999. Its 6.5-inch sister phone, the iPhone XS Max, was launched on the same day and costs $100 more. Want a fully upgraded Max with 512 GB of storage? This will cost you $1,449. The “affordable” iPhone XR ($749) ships next month.
All of this comes at a steep price for incremental upgrades, especially now that upgrades aren’t always necessary because iPhones are much more durable than they used to be.
That doesn’t mean you shouldn’t buy. The XS and XS Max have impressive features that make them worth the upgrade. Whether either model is right for you depends on your needs and, more importantly, your budget.
NOTE: If you keep thinking of this as “X” S and “X” Max, tell your eyes to stop. This is the iPhone 10S and 10S Max. Don’t worry, we’ve been saying it wrong all week, too.
What are the highlights of iPhone XS and XS Max?
The iPhone XS and iPhone Mobile phones are a real benefit for people who sit somewhere between a work device and a personal use device.
The phones feature Apple’s new A12 Bionic chip, which helps power complex augmented reality apps and makes Face ID and games load faster. Apple emphasized the speed of these new phones during its product launch event, and they’re fast. But so did the previous model.
![The back of the iPhone XS Max.](https://media.cnn.com/api/v1/images/stellar/prod/180919131352-apple-iphone-xs-max-3.jpg?q=w_1110,c_fill)
Both models feature gorgeous OLED screens that make watching videos (especially on the XS Max) completely immersive.
Battery life has also been improved on both devices. Apple (AAPL) says the XS can last about 30 minutes longer than last year’s X, while the Max can last 90 minutes longer. It’s not a game changer, but we’ll take advantage of as much time as possible.
There’s one major difference between the iPhone XS and XS Max: size. The Max is undoubtedly big, but technically it’s the same size as the iPhone 8 Plus. The edge-to-edge screen gives the illusion that the device itself is 21% larger than its predecessor, but it will fit in your hand just as easily (or not) as the older Plus models.
But it’s hard to shake the feeling that the device is large. Unlike the Samsung (SSNLF) Galaxy Note or iPad, the XS Max doesn’t support many features tailored for the larger screen, like another row of apps or a side-by-side display that lets you use two apps at the same time. This is a missed opportunity.
The real highlight of the new model is the camera. A new feature called “Smart HDR” takes four frame buffers shot at different exposures and settings and blends them together to create a more detailed photo – similar to the existing feature on the Google Pixel 2.
![Apple iPhone XS Max 1](https://media.cnn.com/api/v1/images/stellar/prod/180919093447-apple-iphone-xs-max-1.jpg?q=w_1110,c_fill)
But perhaps the most fan-favorite feature is the change to Portrait Mode on iPhone, which allows you to change the depth of a photo after you take it, giving you more creative control. For example, you can take a photo of your friends at the beach and blur the background for an artistic look. If you later decide you want to see more of the ocean, you can adjust the background via the edit button.
This is an impressive feature to perform, but the results also depend on your photography skills and lighting. When it’s good, it’s really good. Even if that’s not the case, you’ll still get a photo that looks good. The Pixel 2 and Samsung Galaxy S9 offer similar functionality.
The XS and XS Max come with headphones, but unlike last year, you won’t find an adapter in the box. That means if you want to use your old headphones, you’ll need to spend an extra $9 to buy an adapter. It’s Apple’s way of saying that it’s finally time to get over the fact that there’s no longer a headphone jack.
It might be hard to wrap your head around spending a fortune or more on a new iPhone. While Apple has quietly discontinued some low-cost devices, including the iPhone 6S, iPhone SE, and iPhone X, it still sells two older models—the iPhone 7 ($449) and iPhone 8 ($599)—at cheaper prices. You want to replace your device, but don’t want to spend too much money on the XS Series.
If you don’t want to buy another iPhone, can’t afford one, or just don’t want to spend the money, consider upgrading your existing software to iOS 12 to make it feel like new again. Try the popular new Screen Time tool that keeps track of how obsessed you are with your iPhone. (It took me less than two hours to realize that I was accessing apps like Instagram too many times.) The feature also lets you set timers for how long you want to use certain apps.
![The Memoji feature lets you customize animated emoji cartoons to look like you.](https://media.cnn.com/api/v1/images/stellar/prod/180919093449-apple-iphone-xs-max-2.jpg?q=w_1110,c_fill)
But not all iOS 12 features are available on older models. Memoji, an animated emoji cartoon that you can customize to look like yourself, requires users to use an iPhone with Face ID to create and send emojis to friends.
If you’re on the fence, consider an iPhone XS or XS Max as a multi-year investment. After all, as these devices become more durable, we will no longer have two-year replacement cycles. This is a big reason why Apple can justify the higher price.
Correction: An earlier version of this article incorrectly reported the price of the iPhone XR.