The iPhone XS, which is the slated successor to the iPhone X, will start at $999. For those who came in late, the iPhone X was supposed to start at the same price but ended up being closer to $1200.

Meanwhile the iPhone XS Plus, which is a new large-screened version of the XS, will start at $1,049.

A new iPhone 9 device, a large-screened LCD version of the new XS  will retail, starting at $799.

These prices will see the average selling price of a new iPhone up to $815. The original iPhone X retailed starting at $999 for the base model, while last year's iPhone 8 and iPhone 8 Plus started at $699 and $949.

So in other words Apple has decided that it will prop up its failing cash cow simply by jacking up the price to cover the shortfall and hope that customers will not notice and will keep paying.

Hopefully users will wake up to the fact that the competition about to be delivered by the Google Pixel 3 and Huawei Mate 20 makes the iPhone look rather dated.