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 256 GB
  • Battery 2942 mAh(25h talk time)



1. scarface21173

Posts: 655; 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: 2193; Member since: Oct 28, 2015

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

38. Kibzara

Posts: 121; 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: 30955; 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: 649; 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: 649; Member since: Aug 29, 2014

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

5. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

iPhone 4 had a 3.5" display, XR has 6.1" - how is that comparable?

7. TechNeck

Posts: 649; Member since: Aug 29, 2014

Both have 326 ppi. A FLAGSHIP from 2018 has a non HD screen and 326 ppi. That's sad and you're honestly better off getting an XS, a refurbished X, or an iPhone 8.

11. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

My Michelin Crossclimate is just as round as the wheels of the ancient Egyptians chariots; that doesn't make them similar. Would you care to explain why should I care about those pixels that no human eyes are capable to see from a normal viewing distance?

13. TheOracle1

Posts: 2199; Member since: May 04, 2015

It called arithmetic. A 3.5" iphone 4 with a 330 ppi (it's actually 330 not 326). Is going to be better than a 6.1" iPhone xr with 326 ppi no matter how much that Apple VP and the rest of you lemmings spin it.

19. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

Displaymate has said that the displays in iPhone 7 and 7 plus - which were 326 ppi and 401 ppi - were better than displays with more than 450-500 ppi. Because the quality of a display is determined by numerous other factors.

28. TheOracle1

Posts: 2199; Member since: May 04, 2015

You sound like a drowning man clutching at anything to make your point but you're still sinking. The overriding issue is the PRICE Apple charge for a premium phone with a mediocre (at best) display whilst trying to justify it with gobbledygook marketing talk. This has always been the case. Their "Retina" bs which was a 720p screen took the cake back then but you sheep slurped it up and are still doing so today.

32. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

"every time one of the dumb f**ks in the club yourself have founded calls me (stupid) sheep a donkey comes on his/shes face." I am a man of the figures and I recently found an interesting fact: Apple's gross profit margins (which is the difference between the sale price of a device and the build cost) for 2017-2018 was smaller than the same gpm of some Android devices. That means Apple is either paying more money to build the same quality device, either it sells the same quality device cheaper than some Android manufacturers. This is called - as you have said it - simple arithmetic. Now, if you find xr to be expensive, I'm sure you can not buy it, but don't say stupid things like its display is just as good (bad?) as i4's...

33. Supah

Posts: 692; Member since: Mar 08, 2017

This iWinner doesn't know $hit about displays.... He's just here to iDefend his master aka Apple See post #5

15. TheOracle1

Posts: 2199; Member since: May 04, 2015

Let's not forget that all of Apples screen measurements are skewed because the usable screen space is probably closer to 5.6 or 5.7 on the XR because of the notch. Don't say I'm lying because even PhoneArena admitted the original X had a smaller usable screen than the 5.5" iPhone 8.

8. Atechguy0

Posts: 918; Member since: Aug 03, 2018

Are you stupid leo_mc? You must be. That iPhone XR display has the lowest resolution display compared to any high end or mid range device sold in 2018. I will repeat it's the lowest resolution HD+ display being sold in 2018. There is no 3D touch support. There is no HDR support for the display either. But it is a low resolution LCD display, period. I know you love Apple so much. But you have to be a blind Apple zealot to pump up this iPhone XR.

17. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

First of all: every time one of the dumb f**ks in the club yourself have founded calls me stupid a donkey comes on his/shes face. Second: why do you care about a resolution you can never see? It's like telling me that your phone uses more gold than my phone; mkey, it might be true but I don't care as long as my phone does what it has to do without all that gold. XR has a different client in mind - me(ish). I don't care about OLED or HDR (btw, even i8 has HDR support), but I do care about battery life; I don't care about zooming with the camera, but I care about taking good pictures. I also care about 3Dt functionality, that's why I might not get it. I take it as it is: if I will consider it good for me, I will buy it, if not, I will not; I'm not going to act like a bitch, saying "it doesn't have a bunch of pixels I can never see".

26. Atechguy0

Posts: 918; Member since: Aug 03, 2018

Your a liar. You already have an iPhone XS Max. So why are you now the client in mind. Your not. You are here to pump up what ever Apple drums up, because your an Apple sheeple. Also you said "iPhone 4 had a 3.5" display, XR has 6.1" - how is that comparable?" iPhone 4 came out in 2010, and was the most pixel dense displays at the time, and it was even one of the highest resolution displays at the time. Fast forward 8 years to 2018. The iPhone XR has the lowest density display, and the lowest resolution of any smartphone sold in 2018. Not worth the price that Apple wants for the iPhone XR. Are you that dense Leo_MC? Oh wait, yes you are.

34. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

Can you point me to where I have said I own a Max? Dude, I'm a human being with human being eyes; we - humans - can only see 300 ppi from 30 cm so I don't care how many more above those 300 there are in a display. Maybe for you xr does not worth the price (maybe for me neither), but for its buyers it would definitely do.

27. BuffaloSouce unregistered

Let's not forget you're also not going to get a faster charge wall adapter or headphone dongle in the box sound like you're part of the " look at me, I have an iphone to just to say I have an iPhone" crowd. Y ou u must be blind if you serious can't see the difference between 720p and 1440p resolution

35. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

I also think that a form of fast charger should have been inside the box - this is the price to pay (switching to wireless looks like a good idea) - but the dongle? it's been over 2y since Apple removed the headphone jack, there is a lightning headphone in the box, there are a lot of great wireless/lightning options to purchase. There's no need for an embedded dongle.

42. MarmiteTheDog

Posts: 191; Member since: Jul 31, 2017

So basically you don't care that Apple is s**tting in your mouth? Your call...

43. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

Apple is not s**tting in anyone's mouth. It has built a product and it has released it; if I consider I need it, I will get it, if not, I won't (you do know that I have the option to buy different phones, right?); I'm on this articles, because I'm interested in this products, I'm not on LG articles, because I don't care about theirs - why don't you do the same?

9. TheOracle1

Posts: 2199; Member since: May 04, 2015

I think he's referring to ppi and not size. No matter, the sheep will convince themselves that the XR is better than any Android device.

18. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

He was using the word "display". XR has 3Dt, true tone, a different resolution, different size, HDR support, higher brightness, probably the best gamut (if not for a display, surely for a lcd display), it's thinner, lighter (which means it undergone a few technological upgrades), more durable. And that dude is saying they are similar, based on a single fact: that it has the same ppi?!

21. cmdacos

Posts: 4077; Member since: Nov 01, 2016

eks r doesn't have 3dt

36. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

You're right, the speed :).

30. darkwintercloud

Posts: 33; Member since: Oct 04, 2017

Sorry to say this man... But you're lost by a looong shot. You've brain washed if you think that anyone (not talking about only you) HAVE TO consider that XR is near of something called "valuable" for its price point. For whatever reason, may it be because of its screen, battery life, camera capabilities, etc. For this price, I can buy 2 mid-tiers phones that will do just the same, but with another OS. XR only have iOS, this is the only cause you're defending its "quality", now take a spin and put the same design, specs and price for any android phone or any manufacturer, you would be the first in a line of billions of lobotomized Apple sheeps to talk sh*t about how the phone is poorly made with 8 year old screen specs and how overpriced it is. Just stop that. Leave people with their preferences alone, Apple dont even care about those comments you do, they just care about how to make more people like you, with their bilionaire marketing and brain washing talks.

37. Leo_MC

Posts: 7153; Member since: Dec 02, 2011

I have a lot of messages written on this site; if you find one in which I dis a device for having bad specs but great performance for what it represents, you will have my sincere apologizes for being a dumb fanboy. It's ok that you don't like this device, it's ok if you don't like its price, the fact that it lacks accessories you get with other brands, but it's not ok to say this is not a high quality device.

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

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.