Apple iPhone Xs, iPhone Xs Max, and iPhone Xr Announced

The 64GB, 128GB and 256GB models of the iPhone XR are priced at $1229, $1299 and $1479 respectively, making you wonder why anyone wouldn't spend the extra $70 on at least the 128GB model.

Apple has taken the wraps off a renewed iPhone strategy on Wednesday, debuting a trio of phones that aim to spread the company's latest technology to a broader audience. Apple has also boasted an improved True Tone Flash. The A12 Bionic's AI block claims 5 tera-ops per second versus the 600 giga-ops delivered by the one in the A11.

"iPhone Xs is not one, but two new iPhone models, and iPhone Xs Max offers the biggest display ever in an iPhone with the biggest battery ever in an iPhone, delivering up to an hour and a half more battery life in your day".

Just like the iPhone XS and XS Max, the XR also supports wireless charging and will be water-resistant however to a slightly lower rating of IP67. It's strictly a two-handed device though unless you want to get to lower-reaches of the display.

Although it didn't sell quite as analysts anticipated, the iPhone X still emerged as the most popular in Apple's line-up, according to Cook.

This 6.5-inch, 2,688 x 1,242 pixel resolution behemoth comes with an OLED screen (like the iPhone X) and a hefty set of dimensions.

Still, analysts say Apple has a formula that works with a loyal customer base and steady sales. But for this, telecom companies will also have to provide eSIM support. That figure is important for reducing the "rolling shutter" or "jello effect" that can occur with electronic shutters and video. But it carries the same "TrueDepth" camera at the front as the other new iPhones, offering Face ID.

These are our early impressions of the new device from Apple - check back in a few hours (or keep an eye on our Twitter feed) to see when we've had time to deliver some more in-depth findings. Depth Control allows the user to adjust the perceived depth-of-field of each shot after it's been taken, from a simulated and super-shallow f/1.4 all the way out to a pin-sharp-all-over f/16.

It can also detect falls and will alert emergency services if it fails to detect movement 10 minutes after one has occurred.

As The Verge reports, the change affects this next run of iPhones (iPhone XS, XS Max, and XR) as well as the iPhone 8.

Apart from the new display size and panels on the new iPhone Xs and Xs Max, the new devices come equipped with the A12 Bionic chipset.

Apple Watch Series 3 now starts at just £279 for the 38 millimetre option without cellular functionality.

"When asked if they agreed with the statement "I would have paid even more for an iPhone X with a larger screen size had it been available" only five per cent strongly agreed and another 14 per cent said they somewhat agreed", she said. Some regions will have to wait a week longer for availability.