Apple revealed a renewed iPhone strategy on Wednesday, launching a trio of phones that aim to distribute the company’s newest technology to a greater audience. Apple’s three new iphones are: iphone Xs, iphone Xs Max and iphone Xr.

When Apple took the wraps off the iPhone X last year at a base price of $999, some analysts were pessimistic that people would pay that much. Turns out, the iphone x has been the company’s best-selling smartphone. Now Apple is making the core features available on a variety of devices that appeal to different budgets.

The range of models display how the company is adapting its strategy. Rather than attracting millions of new iPhone users, Apple’s goal nowadays is to steadily raise average prices, while increasing the total number of active devices to support sales of accessories and digital services such as iCloud storage, streaming music and video. This strategy shift has contributed to the jump of Apple’s stock by 30 percent this year, making Apple the first public company worth $1 trillion.