Those two things are typically one and the same, with Apple's latest phone being sleeker, shinier and more powerful than those that came before it. But with the announcement of the iPhone 8 and the iPhone X last week, Apple has created a tiered system: two phones, equally new, one of which is undoubtedly more powerful than earlier models, and another even more powerful than that.

It's a strategy that may confuse some customers, but one that makes sense for a company reliant on its flagship gadget to generate revenue, analysts and business experts said.

Starting at $999, the iPhone X is the most expensive iPhone ever released. It’s $300 more than the base model iPhone 8 — which itself is more expensive than Apple’s previous highest starting price for a base model phone.

The iPhone X has an edge-to-edge OLED screen, facial recognition technology and a display more vibrant and vivid than other models. But its guts aren’t too different from that of the iPhone 8 or the larger iPhone 8 Plus. Both phones have the same A11 Bionic chip, can support augmented reality apps and can be charged wirelessly using Qi standard technology.

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