A tricked-out iPhone XS Max costs more than a MacBook

Employees speaking at the Apple Showcase

Camera Icon Employees speaking at the Apple

The Series 4 Watch, on the other hand, gets a bigger screen, enhanced heart rate sensor with support to take electrocardiogram (ECG) on the go and a haptic feedback enabled king crown with fingerprint sensor. The cameras have new and upgraded sensors over the iPhone X previous year and Apple claims it will produce pictures with greater detail and sharpness.

CEO Tim Cook showed off the iPhone XS Max, which has a bigger screen than the one on last year's dramatically designed model, the iPhone X. It'll cost about $1,100, topping the iPhone X, which at $1,000 seemed jaw-dropping at the time.

iPhone XR price: How much does the iPhone XR cost? The iPhone XS and iPhone XS Max are premium smartphones with OLED screen of 5.8-inch and 6.5-inch, respectively. We've got three new devices, and they are called, the iPhone Xs, iPhone Xs Max, and iPhone Xr.

Apple's annual September press conference kicked off on Wednesday at the Steve Jobs Theater on its circular Apple Park campus in Cupertino, California.

The screens on the iPhone XS and XS Max have 60% greater dynamic range than the iPhone X. The dual camera is of the 12-megapixel dual camera with dual optical image stabilization.

And, Schiller said, the XS line-up features 'the most lovely iPhone we've ever made'.

Philip Schiller, Apple's senior vice president of Worldwide Marketing said, "iPhone Xs is packed with next-generation technologies and is a huge step forward for the future of the smartphone".

The XR has Apple's new A12 Bionic processor, which is the same chip in the more expensive models. Despite having a larger 6.1in screen compared to the iPhone 8's 5.8in display, the iPhone XR actually has a smaller overall build and, presumably, a lighter weight.

Because of its bigger display size, the pixel density is lower at 326ppi which is on par with the regular iPhone 8. Both will have dual SIM capability meaning you can have two numbers on the same phone.

The improved front camera also kicks up the fun of Animoji, now letting you customise your own animated likeness with "Memoji" in iOS 12. The fall detection feature is also something that will appeal to those with elderly parents.

iPhone XR comes in five colour options of white, black, blue, yellow and coral. You can start pre-ordering the new iPhone Xr on October 19th and it will ship on October 26th.

This even-bigger iPhone, which will be available on September 21 - with orders open the week before - represents Apple's attempt to feed consumers' appetite for increasingly larger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are. Coming to the pricing, the Apple Watch Series 4 with GPS starts at $399 while the GPS + Cellular model is priced at $499.

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