Apple is no longer selling the iPhone X on its official site or in its stores, meaning that what was previously Apple's flagship model has been on sale for less than a year. It has also dropped the iPhone SE and iPhone 6s from its official lineup.
While some third party online stores will still have stock of the iPhone X, this is likely to disappear quickly.
iPhone users who don't want to splash out $1229 or more on a new phone still have the option of buying the much older iPhone 7 and iPhone 8, but that isn't necessarily a cheap date.
The lowest-priced option from Apple is the 32GB iPhone 7, costing $749. A 256GB iPhone 8 Plus will still cost you $1399.
Admittedly that's a lower price than the 512GB iPhone XS Max, which costs $2369 for an outright purchase in Australia. However, there are new Android phones with similar or better specifications that sell for considerably less than the 2017 iPhone 8.
Apple's sales figures demonstrate it doesn't have trouble attracting consumers willing to pay top prices. Rusted-on Apple fanatics will always plump for the newest model.
Apple's current iPhone lineup
Starting prices for every phone Apple currently offers.
iPhone XS Max: $1799
iPhone XS: $1629
iPhone XR: $1229
iPhone 8 Plus: $1149
iPhone 8: $979
iPhone 7 Plus: $929
iPhone 7: $749
However, Apple may face challenges given that we're now keeping our phones longer rather than upgrading as soon as our 24-month contracts finish.
Finder's Smartphone Upgrade Report 2018 shows that Australians now typically hold onto their phones for 3 years and 5 months, meaning we're rarely in contract when we make the switch.
If you last bought an iPhone three years ago, chances are you're using an iPhone 6 or 6s. Apple has only just discontinued the 6s.
While buying the newest model means you won't suffer the "outdate blues" so quickly, you'll be paying a significant premium to do so.
The Smartphone Upgrade Report found that 4.2 million Australian iPhone users are potentially ready to upgrade.
While many of them will undoubtedly plump for the iPhone XS, that high price will mean some consumers will hold off.
Buying on contract makes that less painful, but if you can afford the outright price, a month-to-month SIM will generally offer higher data allowances.