iPhone Xs
In 2017, Apple introduced iPhone models iPhone 8, iPhone 8 Plus, and the “revolutionary” iPhone X. The iPhone 8 and iPhone 8 Plus were incremental upgrades over their predecessors while iPhone X introduced a radical new design with an edge-to-edge 5.8-inch OLED Super Retina display and without the traditional home button in favor of Face ID for biometric authentication. It was clear that the new 2018 iPhone line up, namely iPhone Xs, iPhone Xs Max, and iPhone Xr would inherit the best features of iPhone X and would get additional new enhancements.
Apple is famous for buying startups in order to enhance its product line capabilities. Regaind, acquired in 2017, developed technology for analyzing photos’ content. This acquisition likely contributed to improvements in iPhon’s Photos app, enhancing features like intelligent search and facial recognition. Similarly, InVisage Technologies, acquired in 2017, developed advanced image sensor technology, which likely improved the camera capabilities of iPhones and other Apple devices. PowerbyProxi, acquired in 2017, specialized in wireless charging technology. This acquisition likely contributed to improvements in Apple's wireless charging capabilities for devices like iPhones and AirPods. Most likely the competencies Apple acquired with Regaind, InVisage Technologies and PowerbyProxi contributed for the advancement of its product capabilities in photo analysis, image sensors, and wireless charging for several generations.
The iPhone Xs and Xs Max were officially announced by Apple on September 12, 2018. Key features included
A12 Bionic Chip: The iPhone Xs introduced the A12 Bionic chip, the industry's first 7nm chip, offering significant performance improvements.
Improved Camera System: The dual 12-megapixel camera system with enhanced computational photography capabilities like Smart HDR and dynamic depth of field.
Super Retina Display: The iPhone Xs featured a 5.8-inch Super Retina display with improved color accuracy and brightness.
Stereo Sound for Video: The iPhone Xs had multiple microphones to capture audio from different directions, providing a richer and more immersive stereo sound experience.
The introduction of Dual SIM support and enhanced water resistance were also significant highlights.
Media reviews of the new iPhone line was mostly positive even though many analysts emphasized incremental - marginal upgrades.
Wired noted that “it’s that subtlety that makes it hard to conjure up strong feelings around the new phones. It is an “S” year for iPhones, after all”. TIME had the same impression that “at first glance, the XS is almost comically identical to the iPhone X before it. Side by side, you’d be hard-pressed to figure out which is which. The Verge thought that “really, both iPhone XS models are fundamentally just spec-bumped updates to the iPhone X”.
Others and Gardian were a bit more positive: “iPhone XS hasn’t broken mould like the iPhone X, and it has weaker battery life, but its camera, design and performance are class-leading”. TechRadar also saw advantages - “compared to the iPhone X, the speakers on the iPhone XS are more powerful and 'wider' in sound, the camera has been enhanced with Smart HDR, the battery management is better and the chipset is far more powerful inside”. NYT was convinced that Apple’s new smartphones that started at $999 and $1,099, had superb cameras and screens and were worth the high prices. Most upbeat review came from PCMag: “XS Max is so striking, and such a jump up from previous Plus-sized phones, that it's a clear Editors' Choice”.
Although iPhone Xs received positive reviews upon release users initially were faced with few bugs.
At first there were connectivity issues with LTE, Wi-Fi, and Bluetooth connections. Many users experienced poor network reception compared to their previous devices, which was speculated to be related to Apple's switch from Qualcomm to Intel modems. Additionally, Wi-Fi connectivity was reported to be problematic on certain networks, leading to slower speeds and dropped connections. Experts suggested a faulty antenna might be the cause.
In addition, some users reported that their iPhone Xs or Xs Max would not begin charging when connected to a power source unless the screen was turned on. This was caused by a software bug with Apple's "Disable USB accessories when locked" setting, a feature intended to prevent unknown devices from accessing a user's content. The press dubbed the issue "Chargegate".
Finally, the "Beautygate" came along. The issue was that the front-facing camera on the iPhone Xs applied excessive skin smoothing to selfies, making faces to appear overly airbrushed. This effect was attributed to the phone's Smart HDR feature. Many users were dissatisfied with this unintended "beauty filter," as it altered the natural appearance of their photos.
The “Chargegate”, “Beautygate” and connectivity issues were resolved with the release of iOS 12.1 on October 30, 2018.
The iPhone Xr, released alongside the Xs models, was designed as a more affordable option without compromising on key features. It featured a 6.1-inch Liquid Retina LCD display, which, although not OLED, still provided vibrant colors and high resolution. The iPhone Xr shared the same A12 Bionic chip as the Xs models, ensuring top-tier performance. It also included a single 12-megapixel rear camera with many of the same computational photography features as the Xs models. The iPhone Xr was available in a range of beautiful colors, appealing to a broader audience with its lower price point while still offering the core technologies of the Xs series.
The sales confirmed that Apple’s iPhone Xs and iPhone Xr were economically successful projects - in Q3 2019, the iPhone Xs, iPhone Xs Max, and iPhone Xr models accounted for 67% of all iPhone sales in the US, with the iPhone Xr alone accounting for 48% of sales! All the models still can be bought today at much lower prices.
All in all, the iPhone Xs represents a significant milestone in Apple's journey of innovation. With its stunning OLED display, powerful A12 Bionic chip, and advanced camera capabilities, it continues to set the standard for premium smartphones. Whether you are a tech enthusiast, a casual user or a collector, the iPhone Xs or more affordable the iPhone Xr version offer a seamless and immersive experience that makes it a worthy investment. As we look forward to future advancements, the iPhone Xs stands as a testament to Apple's commitment to quality and cutting-edge technology.