Apple recently announced iPhone XS, XR, XS Max which secretly replaced the iPhone X. Apple has stopped selling iPhone X , iPhone 6S, iPhone 6S Plus and iPhone SE on its official US website. iPhone X was the flagship model of 2017, which created a lot of news in the market. The introduction to the “notch” display introduced a market standard for other manufacturers.
“If Apple followed its protocol and offered the $999 iPhone XS as well as a phone that is almost exactly the same but $100 cheaper, it would most likely confuse customers and cannibalize sales,”, Business Insider
Apple had been recently making news after hitting the $1 trillion market cap, maybe this was an attempt to keep the image running. The brand has always been interpreted for money-making brand, and it has stayed up to this in the past decades.