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, and Android has a higher market share in Australia than iPhone.

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.

One likely reason for the shift? With new models released, the iPhone X would have needed to see a price drop if it stayed on the market. That might have eaten too much into Apple's preferred levels of profit margin.

In the global market, maintaining the older iPhone 7 and 8 models also allows Apple to be more price competitive. Its profit margins on those phones are also higher, as the older components are cheaper.

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However, Apple may face challenges selling the more expensive new models locally 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.

Apple will be hoping those customers will want to opt for the latest design. 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 this year.

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.

Angus Kidman is editor-in-chief for comparison site finder.com.au