Apple has finally unveiled its highly-anticipated trio of new iPhones, including its most expensive handset to date.
The 6.5-inch iPhone XS Max will start at $1099, and boasts a Super Retina Display that now stands as the biggest iPhone display yet.
Apple revealed the new handset alongside its new $999 iPhone XS – a 5.8-inch device CEO Tim Cook says is ‘by far the most advanced iPhone we have ever created.’
Both, Apple says, are ‘more waterproof’ than their predecessor, the iPhone X.
Apple’s newest phones are equipped with faster processors and better memory capacities than ever before, relying on Apple’s new A12 Bionic chip.
According to Apple’s Phil Schiller, the XS lineup is ‘the most beautiful iPhone we’ve ever made.’
The firm also unveiled a more affordable model in a bid to ensure their devices ‘reach even more customers,’ with the 6.1-inch iPhone XR shipping at $749.
CEO Tim Cook took to the stage in front of around 1,000 people at the Steve Jobs Theater at Apple’s new ‘spaceship’ HQ in Cupertino, California shortly after 10 a.m. PDT (1 p.m. ET).
‘Things certainly do get hectic around here leading up to days like this,’ Cook said, to applause, as he kicked off the event.
‘But they’re also magical days. As you know, Apple was founded to make the computer more personal,’ he said.
The CEO started off the product announcements with what he says are ‘two of our most personal products,’ beginning with the latest Apple Watch.
n the new Series 4 Apple Watch, ‘everything has been redesigned and re-engineered,’ said Chief Operating Officer Jeff Williams.
‘We’ve pushed the screen right to the edges, over 30 percent larger, with minimal changes. The Series 4 is actually thinner,’ Williams said.
Not only has the firm overhauled its design, but the new Apple Watch can even look out for its wearer’s safety.
According to Apple, the watch can detect falls and send alerts to emergency contacts. And, in what’s said to be an industry first, it’s equipped with an FDA-approved electrical heart sensor that can take an electrocardiogram.
‘It’s a feature we hope you never need, but it’s really nice to know it’s there,’ Williams said of the new fall-detecting tool.
The Series 4 Watch is equipped with an accelerometer and gyroscope, to ‘power all-day activity tracking.’
It features a new screen design that displays up to eight separate pieces of information, according to the firm.
You’ll even be able to add pictures of your contacts to make calls with a single tap.
The firm also redesigned its Watch faces to suit the bigger display, Williams said, and the Digital Crown has been ‘overhauled’ to provide haptic feedback to the wearer.
The watch speaker is also 50 percent louder than previous models.
The Series 4 watch has three new heart features, including notifications for low heart rate and screening for irregularities that appear to be atrial fibrillation.
It also has a built-in electrical heart sensor that will allow users to take an electrocardiogram.
Apple’s newest iPhones look a lot like the iPhone X, which the firm released last year. But, they feature an array of improvements.
Like the iPhone X, the XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera.
oth are loaded with Apple’s new A12 Bionic chip, which Apple claims runs run 15 percent faster than the A11 chip in the iPhone X.
And, they’ll have much better storage capacity.
The iPhone XS and iPhone XS Max are shipping in 64GB, 256GB or 512GB — the largest in-built storage ever shipped on an Apple-branded smartphone.
Steve Nash, an ex NBA player showed off a new game called Homecourt that uses the iPhone camera to train basketball players.
The app can recognize and track players and the ball, analyzing their game.
Atli Mar of Directive games showed off a new AR game that recreates retro arcade games, placing a virtual console on tables which can then ‘explode’ to allow players to try and shoot objects all around them.
According to VP of Marketing Phil Schiller, the new iPhone’s camera can carry out a trillion operations on every photo.
‘This is a new era of photography,’ said Schiller. ‘This is making images possible that weren’t before.’
Apple has also boosted the battery life, with the 10X Max having 1.5 hours longer, and the 10s 30 minutes longer than previous versions.
‘It’s the biggest battery we’ve ever put in a phone’ said Schiller.
Apple also revealed the iPhone will support dual SIM cards for the first time.
It will use Apple’s eSIM, a built in electronic sim card that works alongside the primary sim card,, and Apple said it will be available later this year.
In China, a special version of the phone will have two SIM cards.
Schiller also revealed a third iPhone, a series of colorful lower-cost handsets called the iPhone XR.
‘We hope it reaches even more customers,’ he said.
The aluminium handset is available in white, blue, black, coral and yellow, along with a special Product Red version.
The XR has a 6.1inch LCD display, rather that the more expensive OLED used in the other models, which Apple has called Liquid Retina.
‘It’s a bigger display that the iPhone 8 plus in a smaller case’
The new lower cost iPhone will also use FaceID, and the same A12 bionic chip and its new siblings.
It has a single 12mp camera, but Apple has developed software for it to use the firm’s portrait mode.
Apple also said it will give users 1.5 hours battery more that the firm’s 8 Plus.
The iPhone X was the first Apple-branded handset to ditch the circular home button and rely on facial-recognition technology to unlock the device.
The rumoured handset names – the iPhone XS, XS Max, and XR – were discovered in a hidden file that maps the contents of Apple site.
The ‘S’ suffix is something Apple has used in previous years to denote a handset with the same industrial design as its predecessor — but performance-focused updates inside the phone.
The iPhone XS Max will feature a larger 6.5-inch screen. All new iPhones will include the new A12 Bionic chip and iOS 12.
Leaked images claiming to show the final design of the device appear to show a new gold finish for the updated smartphone range.
‘Apple doesn’t have to prove anything, other than that they are willing to segment the market more,’ Technalysis Research chief analyst Bob O’Donnell said, while pointing out that the company will likely be ‘offering a wider array of choices.’
According to the latest rumours, the two OLED models will hit stores on September 21, 2018, while the cheaper LCD screen phone could be delayed until October.