I realize this is simply my opinion only. Having used many different iPhone's over the years, and currently using the XS Max, I personally feel no iPhone is worth more than $600 at retail. I understand others love their iPhone's and paid a lot more than that for them. But having used the XS Max for almost a year now, I'm simply done with pricey iPhone's. I simply don't think they are worth it at that price point. I'm planning on trading in my XS Max to AT&T once it's half paid off and getting an 8 Plus which I believe will be $550 post-keynote this year. I will then hold onto it until it no longer functions properly. With the exception of a potential future folding iPhone, I see no reason to ever spend more than $600 ever again for an iPhone. The innovation in smartphones is simply no longer there.