Apple wants iPhone XR buyers to say 'I have the best too', according to Phil Schiller

Apple wants iPhone XR buyers to say 'I have the best too', according to Phil Schiller
CEO Tim Cook and CDO (Chief Design Officer) Jony Ive are undoubtedly Apple’s best-known executives, but Phil Schiller, the company’s Senior Vice President of Worldwide Marketing, follows closely behind, prominently and regularly taking the stage at public presentations and product announcement events.

Just like Cook and Ive, Schiller doesn’t do interviews very often, discussing the hot new iPhone XR in pretty extensive detail during such a rare occurrence recently. Speaking to Chris Velazco with Engadget, the Apple SVP started off by confirming what we essentially already knew.

Nope, the iPhone XR name doesn’t really mean anything, and neither does the iPhone XS. For Schiller personally, the letters “R” and “S” are instantly associated with sports cars that are “really extra special”, but that was not the company’s rationale behind its latest cryptic branding decisions. Obviously, R doesn’t stand for “Regular” or any other label bandied about lately.

That’s also because Apple is convinced iPhone XR buyers will hold this device and think to themselves “I have the best too”, despite the choices the company has had to make to bring the price down.

Those include a lower-res screen than the iPhone XS, but Schiller thinks users won’t be able to tell the difference unless “you press your face up right against the glass.” Numbers like the resolution of Apple’s “retina” displays have become “fairly arbitrary”, in Schiller’s view, meaning nothing for consumers, which however begs an obvious question. Why not make the iPhone XS lower-res too and also lower its price point?

One explanation could be that Apple is aiming to make the “overall iPhone audience even larger”, aka “serve everyone” with its three new mobile devices, without thinking too much “about categories.”

At the end of the day, the main goal with the iPhone XR is to get the “really wonderful” technology and experience of the iPhone X to “as many people as possible.” Most analysts and industry pundits seem to believe that’s a perfectly attainable objective. By the way, if you’re still wondering why the iPhone XR is “late” to market, Schiller doesn’t care to elaborate on the background of that particular decision. “This is when it’s ready”, or in other words, it is what it is.

source: Engadget

Related phones

iPhone XR
  • Display 6.1" 828 x 1792 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A12 Bionic, Hexa-core, 2490 MHz
  • Storage 64 GB
  • Battery 2942 mAh(25h talk time)



1. scarface21173

Posts: 702; Member since: Aug 17, 2014

I hope phoneareana review this phone as a high end device not mid range its $1000 in the uk. For that price you can purchase any android phone in the uk including note 9, mate 20 pro.

6. Atechguy0

Posts: 918; Member since: Aug 03, 2018

No matter how you look at the iPhone XR it's overpriced by a long shot. It's amazing how Apple wants you to look at this smartphone. It's $750 in the US, and $1030 in Canada. It's a piece of hardware, that after a few years, it's battery will be dead, and it's tech will be outdated again, rinse and repeat. Thinking that this is some superior tech, is stupid on anyone's part.

16. whatev

Posts: 2414; Member since: Oct 28, 2015

Apple is so into you, you’re like a molested child, so sorry for you

38. Kibzara

Posts: 125; Member since: Feb 24, 2016

and i'm sooo sorry for you...talking about dying for new iphone Xs makes me wonder how molested YOU were, as a child... by apple...dmbss...

31. darkkjedii

Posts: 31604; Member since: Feb 05, 2011

Dude, you seem so butt hurt over Apple products. Here, this ought to help. If you want an iPhone, buy an iPhone. If you don’t want an iPhone, don’t buy an iPhone. There, that settles it. No one cares dude. Everyone that comes here, knows the ins and outs of iPhones, and will buy what they want. Day after day, you come here and spew iPhone hatred, NO ONE CARES, and your rants will not influence anyone’s purchase decisions. I own a Max and a Note 9...I’m covered.

2. TechNeck

Posts: 657; Member since: Aug 29, 2014

This kind of mentality is honestly funny. They want you to think you have the best when the display specs can be comparable to an iPhone 4.

3. TechNeck

Posts: 657; Member since: Aug 29, 2014

No shade though, I just really think that it's funny.

4. Zomer

Posts: 361; Member since: May 31, 2013

"I have the best too" I thought the iPhone XS was the best? So according to Apple these are the same devices and they're just charging people 300 euro's extra for nothing?

12. rkoforever90

Posts: 477; Member since: Dec 03, 2011

Lol seriously even a 200$ phone now has full hd display and they are charging almost 1000$ for a phone of hd display

14. Nionx

Posts: 208; Member since: Oct 30, 2017

After seeing the commercial, I thought the "R" on Xr stood for rainbow. With all those colors it seemed reasonable.

22. scarface21173

Posts: 702; Member since: Aug 17, 2014

No it stands for Ripped

25. kanagadeepan

Posts: 1278; Member since: Jan 24, 2012

Rip-Off will suit better than Rainbow, imho...

20. Whitedot

Posts: 868; Member since: Sep 26, 2017

But how that is diminishing and patronising "I have the best too” . At least compensate it with fast charger in the box , not even a headphone jack adapter included.

23. cmdacos

Posts: 4326; Member since: Nov 01, 2016

Lmao... Oh Phil the Shill... Your brain washing attempts are starting to reach epic levels.

39. tedkord

Posts: 17465; Member since: Jun 17, 2009

So, he assumes they own a Note 9,too?

41. MarmiteTheDog

Posts: 192; Member since: Jul 31, 2017

It would be the best if we were still living in 2012

* Some comments have been hidden, because they don't meet the discussions rules.

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