Apple did it. They built their first budget iPhone - the iPhone XR. Every year there are rumors about a cheaper iPhone model for the mass market of price-conscious Apple enthusiasts. They never come true. Except now! The iPhone XR was designed to be maximum affordable with modern technology. Previously we had the iPhone 5C and SE, who promised to deliver on the cheap iPhone dream. The 5C wasn’t noticeably cheaper and amidst the 64-bit transition hopelessly outdated from the start. It only offered an interesting new design with unapologetically colorful plastic. The SE on the other hand came with a fairly new six month old processor and camera and at least later on hit very low price points, but you had to make up with an old form factor and old screen. It was a retro phone reminiscent of a time when you could use a phone with one hand. Now comes the XR and it has the newest processor and its own screen. Sure it’s not OLED and not Super Retina and it lacks a 3D Touch layer, but it was designed this year for this phone to deliver an edge-to-edge display at the lowest possible price point. A price which mustn’t strike you as cheap, but it is. Apple’s insane profit margin of 38% hasn’t gone up with the iPhone X. The X is more expensive, only because its components are more expensive to make. And the iPhone XR is a very close resemblance to Apple’s flagship phone at a much lower price. It was designed specifically to be the same but cheaper, something neither the 5C or SE even tried to achieve. This strategy shift also acknowledges that Apple was in danger of losing customers. Which didn’t happen in the first year of the price increase, but S-year customers aren’t exactly early adopters either, who will pay anything for the latest novelty. The question remains, how do we convince Apple that iMac and MacBook Pro prices also need to come down again?