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For Apple, new and refurbished iPhones are two sides of a coin

Pricing strategy aims to polish luxury brand image while expanding customer base

Apple's new iPhone XS and XS Max are displayed at the Apple Store in Tokyo on Sept. 21. (Photo by Kei Higuchi)

TOKYO -- The latest iPhones hit stores on Friday. Apple surprised tech industry observers with a bold pricing strategy, but it is yet unclear how much buzz the new devices will create, with lower priced Chinese smartphones gaining popularity. 

The iPhone XS has a 5.8-inch screen, the same size as the iPhone X released last year, while another new model, the XS Max, comes with a 6.5-inch screen.

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