Apple hope you wouldn't notice that it slapped an extra $50 onto the price tag of the iPhone.
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The iPhone 8 is different to the iPhone 7 in many ways, and one unexpected way is the bigger price tag.
The prices of the entry-level iPhone 8 and iPhone 8 Plus are up $50 and $30 respectively compared to the launch pricing of the iPhone 7 and iPhone 7 Plus, with prices now starting at $699 and $799.
Apple has also rejigged the storage capacities, which is an upside for those buying an entry-level handset, but bad news for those looking for a range of choices.
The old 32GB/128GB/256GB tiers have been replaced with a simpler, more streamlined 64GB/256GB line. This means that entry-level buyers get more storage for their money, but there are fewer storage choices - it's either 64GB or pay an extra $150 for 256GB.
The other iPhones in the line up are priced as follows:
- iPhone SE - from $349
- iPhone 6s - from $449
- iPhone 7 - from $549
The tenth-anniversary, special edition iPhone X has a starting price tag of $999 for the 64GB version, with the 256GB variant coming in at a whopping $1,149.
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