This is a major one. With Apple, layout is obviously paramount, as are build quality and intuitive use. However, Apple has excelled itself in an entirely new way this time.
The iPhone XR sits directly between the XS and XS Max size-wise, using a 6.1in screen rather than the 5.8in and 6.5in displays on another two, respectively.
As it is an edge-to-edge display, nearly, the screen is larger than about the iPhone 8 Plus, however at a considerably smaller handset that can fit smaller hands – it seems really good in the hand.
Colour is the standout from the plan, together with six, yes, six distinct variations of the iPhone XR accessible. There is the inevitable black (Apple calls it Space Grey) and white, that is quite glamorous. But there is also coral, yellow, blue and RED.
Coral is your best: acidic with no rough, lively and lip-smackingly yummy. A close second is that the cool-but-searingly-attractive yellowish that falls somewhere between egg yolk and lemon. Blue is tasteful and punchy while RED is a glistening, opulent appearance.
Simply speaking, you can not fail. But there is a motive coral and yellow do nicely in pre-sales: they are appealing and they create a statement, in a manner that only Apple can. And that is no mean accomplishment: traditionally it is only black, silver and white that actually do the numbers. On this phone, Apple could buck this trend