The iPhone X (pronounced "ten R") is a smartphone sold by Apple Inc. announced on September 12, 2018, at the Steve Jobs Theater in Cupertino, California. It is succeeding the iPhone X that was released in 2017, like the X and X Max. The XR is the most budget-friendly of the iPhones released in 2018 and is available in white, coral, yellow, blue, space gray, and color options, with 64, 128, or 256 GB storage options. The iPhone X has a 6.1″ LCD screen and sells starting at US $749.