Published: Thu, September 13, 2018
IT | By Darin Griffith

Apple unveils three new iPhone Xs

Apple unveils three new iPhone Xs

In past years, when Apple Inc didn't have a new iPhone design, it still had a breakthrough new feature: video recording in 2009, the Siri digital assistant in 2011, a fingerprint scanner in 2013, and 3D Touch in 2015.

Apple's annual September press conference kicked off on Wednesday at the Steve Jobs Theater on its circular Apple Park campus in Cupertino, California. It's also missing a home button and is activated by swiping up. It's also the most expensive iPhone to date.

Apple also introduced a lower-cost 6.1-inch (15.5 cm) iPhone XR made of aluminium, starting at $749. The new models are successors to last year's iPhone X, iPhone 8 and iPhone 8 Plus.

The dual rear cameras on the back of Apple's iPhones are already capable of capturing the necessary depth data for photos and some basic AR functionality, but the ToF sensors will be required for enabling a more precise AR experience.

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The iPhone XS Max - with 512 GB of storage - will be the most expensive iPhone ever. The 6.1-inch features a bright LCD screen and comes in a variety of colors, including white, black, blue, coral and red.

As for the iPhone X, introduced in November, it's notable that Apple would discontinue a product less than a year after its introduction, especially one as generally well-received as the X. However, the new iPhone XS has the same starting price of $999 and better specs overall, perhaps making the X redundant.

The iPhone Xr can be considered an update to the iPhone 8 Plus, as it shares a lot of features but mixes them with some of the new ones and some of the iPhone X as well, so it is an oddball. Price-conscious buyers will still be able to get old iPhones at steep discounts from their debut prices - the iPhone 7 will start at $449 (it debuted in 2016 at $649), and the iPhone 8 will start at $599 (down from last year's introductory price of $699). This year, we're getting three new iPhones.

You'll be able to pre-order the iPhone XR beginning Friday, October 19, and it will hit stores on Friday, October 26, in more than 50 countries. Every time you used an iPhone, pressing it represented a tiny ritual lasting less than a second. The Apple Watch Series 4 is expected to come with several advancements like the new edge-to-edge display, and upgraded software to make use of the bigger display. It has numerous key features found in the high-end X line, including FaceID and a high-powered processor that should make certain tasks faster and more efficient.

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The iPhone XS and XS Max will be available to pre-order on Friday September 14, and ship Friday September 21 in the United States and other countries.

The Apple Watch Series 4 will cost $499 for built-in connectivity and $399 for a standard model.

Apple also highlighted its recycling program called GiveBack. It also reiterated that it's now completely powered by clean energy.

"Apple's focus appears to be shifting away from product replacement cycles and more towards profitability and Services narrative, which is a positive in a mature smartphone market", Amit Daryanani, an analyst at RBC Capital Markets, wrote in a note to investors.

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