Apple's event was held at the Steve Jobs Theater in its new circular headquarters in Cupertino, California, named after the company's co-founder who wowed the world with the first iPhone in 2007. When Apple's online store came back online following today's keynote, a number of devices were conspicuously missing, including the iPhone SE, the iPhone 6s and the iPhone X.
The iPhone Xs contains a 5.8-inch "Super Retina" OLED display while the Xs Max has a 6.5-inch version of the same display.
Apple surprised with a third smartphone, the "lower-end" iPhone XR ($799).
"They have finally added a larger-screen phone so that they can directly compete with the Galaxy Note9 products", Gartner analyst Annette Zimmermann said at the event at Apple's Silicon Valley headquarters, referring to rival Samsung Electronics which has led the trend toward big-screen phones.
All three devices also come with a more powerful "A12 Bionic" processor which allows developers to build more sophisticated video games, augmented reality experiences and other apps with real-time features that couldn't previously run on a mobile device.
The iPhone X only launched last November.
While there has not been any confirmation as of yet, the outlet reports that some leaked reports indicated that the new batch of iPhones will include one with 6.5-inch display.
This applies to all the iPhone that are part of the 2018 lineup, including the iPhone XS, iPhone XS Max, iPhone XR, iPhone 8, iPhone 8 Plus, iPhone 7 and the iPhone 7 Plus. Ten years into the iPhone revolution, most major websites now have a phone-friendly version that will look great and let you get down to business on that screen.
This year's three top phones are all more expensive than last year's models. It has an improved dual camera (still arranged vertically) with adjustable depth of field.
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. Meanwhile, the iPhone XS will cost the same as year's iPhone X ($999).
As expected, none of the new iPhones boasts of any major upgrades over last year's overhauled iPhone X. The handset, despite its high price tag, proved to be more popular than the lower-priced iPhones introduced last year.
Apple says the new watch will be able to detect an irregular heartbeat and start an emergency call if it detects that a user has fallen down.
Apple revealed its new iOS 12 will be available to download on September 17 as long as you got a device newer than an iPhone 5.
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