The iPhone is getting more expensive, and Apple is betting faithful customers will barely blink an eye.

Apple has slowly increased the average price of an iPhone since 2007, but with the $999 iPhone X release last year, it made a bigger leap than usual. A year later, after the shock value of a thousand dollar smartphone had largely worn off, Apple made another jump.

On Wednesday, the company announced its most expensive iPhone ever, the iPhone XS Max, which starts at $1,099 and can cost up to $1,449 for the model with the most memory.

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