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Apple's best-selling smartphone last November was the iPhone XR. This is not a surprising novelty - reports of its success were announced by Apple itself last year, and it is also the most affordable of the new models. Unfortunately, we cannot speak of a definite victory. The excellent sales of the iPhone XR are the only bright spot in the otherwise declining trend of the other models.

The best-selling model at the end of the year before last year was the iPhone X, which even in its cheapest variant was the most expensive of the new products at the time. Speculations that Apple is digging its own grave with disproportionately high prices and setting its sights on the destruction of its own smartphone business have become their own.

According to data from Counterpoint Research was the best-seller of last year's iPhone XR models in November in the 64GB version. It sounds great in favor of the cheapest model, but when we compare the numbers to the year-on-year sales of the iPhone 8, we see a five percent drop in sales. Even worse is the iPhone XS Max, whose sales are down 46% compared to the iPhone X over the same period. In developing markets, the iPhone 7 and 8 were successful, where there was an upward trend in sales. Even here, however, it cannot be said that smartphones from Apple are clearly doing well.

Of course, several factors can be to blame, but one of the most significant will be rising prices in the case of developing markets. A question mark hangs over the future in this direction: Apple could either lower prices or launch more truly affordable models to target emerging markets. However, both of these possibilities seem highly improbable at the same time. Let's be surprised how iPhones will do in the future and what Apple will come up with this September.

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