Customers all over the world are now receiving shipment alerts for their shiny new Apple product orders. We have seen shipping notifications for iPhone XS and iPhone XS Max, as well as Apple Watch Series 4.

Whilst there is less hype this year for the new iPhones compared to the drastically redesigned iPhone X generation last year, it’s nevertheless exciting to see the final stepping-stones fall into place ahead of the Friday, 21 September launch.

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Analysts are expecting strong sales of 6.5-inch iPhone XS Max despite its high price. Many people buy iPhones on monthly upgrade plans where the real cost of the devices are ‘hidden’ which certainly helps contribute to the price inelasticity of iPhone demand.

It’s less clear how many people will opt for the 5.8-inch iPhone XS. There are less obvious new features to attract customers who already own iPhone X and many owners of older iPhones may instead opt for the iPhone XR, which will go on sale in late October. The XR has a single-camera module and uses LCD instead of OLED screen technology, but is significantly cheaper to buy, has the latest A12 chip inside, comes in some cool new colors, and actually features a larger screen than the iPhone XS.

The Apple Watch Series 4 also launches tomorrow and has received near-universal praise. The compelling new health features, edge-to-edge display and redesigned body are expected to be a big hit this holiday season.

For customers who are yet to order an iPhone XS, new orders at the Apple Online Store are currently backordered by 1 – 2 weeks on most configurations. If you are still trying to get a unit on release day, the Apple retail stores will have some launch day stock and you may luck out by checking third-party resellers like carrier stores.


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