The three new iPhones that came out, the iPhone Xr, iPhone Xs and the iPhone Xs max are all top tier flagship phones and deciding which one will be a consumer favourite is quite difficult. I think everything will boil down to personal preference and the price so I'll look at it from both aspects.
1. Price: In terms of price, I'd like to think that the Xr will be the more sought after device, even though 750 dollars isn't cheap, it gives people the typical iPhone experience for a fraction of the other iPhone prices. The draw backs of the phone are that it uses a HD plus IPS LCD display which is a bit of a downgrade from the iPhone X which has a full HD amoled screen. Apart from that and the fact that it doesn't have a dual rear camera(nobody's going to notice the difference) and it has larger bezels, it's pretty much on par with the other new iPhones. I think from a price point of view this will be the one to get.
2. Personal preference: Well in terms of personal preference we have to look at the three smartphones separately. The iPhone Xs will be for people who probably enjoyed their experience on the iPhone X and are looking to upgrade to a new iPhone within the same price range. I don't think that this will be the most purchased iPhone out of the three, it's basically the iPhone X with an 's' attached to it. The Xs max on the other hand is a natural competitor for the Samsung galaxy note 9 and it will probably appeal to people who have large hands or like large phones in general. Its got the biggest battery ever found on an iPhone(which is tiny compared to other smartphone brands), and the screen is a whopping 6.5" the largest ever on an iPhone. It's also got the largest storage option, so it's most definitely for people who would want a note 9 level space on an iPhone. Its price is the biggest hinderance to its sales because 1100-1400 dollars isn't for the faint of heart. The iPhone Xr on the other hand is cheaper and comes in multiple colours. Alot of people will probably prefer to spend less to get an iPhone seeing as there's not much difference between the old ones and the new ones, it may sport an LCD display but iPhone users are already used to that.
I strongly believe that even when it comes to personal preference the iPhone Xr will still be the consumer favourite. So overall, the iPhone Xr in my opinion, will be the consumer favourite.