iPhone X is available in silver or space gray, priced at $999 for 64GB, $1,149 for 256GB; preorders start October 27, ships November 3
The iPhone X is Apple's new flagship mobile device … Greg Sterling / Marketing Land : Apple debuts iPhone 8 and $1K iPhone X with ‘Face ID’ Stephanie Mlot / Geek.com : Apple Unveils iPhone 8, Edge-to-Edge iPhone X With Wireless Charging Greg Barbosa / 9to5Mac : Apple adds developer pages and HIG for iPhone X, Apple Watch Series 3, and Apple TV 4K Jon Fingas / Engadget : Apple's AirPower tech wirelessly charges multiple devices at once
Context & Ripple Effects
Apple had already been reported to be targeting an approximately $999 premium-iPhone price alongside thinner bezels, facial recognition, and wireless charging. The announced configurations turn that reported threshold into Apple’s flagship pricing and sales schedule.
The launch also establishes a costlier ownership profile: when preorders opened, Apple listed a $279 iPhone X screen repair, above the iPhone 8 Plus price. Later coverage shows Apple retaining a $999 Xs tier while adding the lower-priced XR, indicating that the X’s price point became part of a broader lineup structure.
First-order effects
- iPhone X buyers must choose between a $999 64GB model and a $1,149 256GB model, with preorders beginning October 27 and shipments beginning November 3.
- Apple places its new flagship at the previously reported $999 threshold, making the premium tier an explicit retail offer rather than a reported plan.
Second-order effects
- The $279 screen-replacement price raises the out-of-warranty ownership cost for iPhone X buyers relative to the iPhone 8 Plus, making repair pricing part of the purchase calculation.
- Apple’s later XR and Xs price ladder pairs a lower-priced model with a $999 flagship, giving the company a way to serve different price bands without abandoning the premium anchor.
Third-order effects
- The sequence points to a more formal split between entry-oriented iPhones and premium flagships, with $999 functioning as the recurring top-tier starting point in the later Xs and 11 Pro lineups.
- If Apple continues to pair premium hardware pricing with higher repair costs, total device ownership cost becomes a more important differentiator across its iPhone tiers.
The trend: Apple is evolving the iPhone lineup into a tiered pricing system that preserves a $999 premium flagship while adding lower-priced alternatives.