Following reports of production cuts and slow sales of the 2018 iPhones, Apple has launched a new promotion on its website touting the iPhone XR as available "from $449", rather than its actual price of $749.
It's the latest step in Apple's recent marketing efforts to spur iPhone sales and comes a week after it kicked off a promotional trade-in deal, which offers up to $100 more in credit to consumers who purchase an iPhone XS or iPhone XR.
According to Bloomberg, these irregular promotions for the 2018 iPhones follow Apple recently shuffling around marketing executives to focus on boosting sales of the newest iPhones.
This move happened around the launch of the iPhone XR in late October, a month after the iPhone XS and XS Max became available. The marketing effort is described by an Apple source as a "fire drill".
The new way of positioning the iPhone XR as a $449 device appeared on Apple's website on Sunday.
Apple's website explains in fine print that "$449 reflects price of iPhone XR after trade-in of iPhone 7 Plus", which under Apple's promotional trade-in campaign offers $300 credit toward a 2018 iPhone.
Apple switched up release strategies a bit in 2018 with the two high end $1,000+ models released initially, followed by one priced $250 to $350 less. The iPhone XR arrives in six color options and honestly it may be the best option for the masses.
After a month of use with the least expensive new iPhone, it is clear to me that it's likely the best new iPhone for most people, including me. It has grown on me over the month and I've been buying accessories to support its use over the long term.