IPhone Xs officially unveiled with 120Hz HDR screen and 512GB of storage

Phil Schiller Apple's senior vice president of worldwide marketing speaks about the Apple iPhone XS at the Steve Jobs Theater during an event to announce new Apple products in Cupertino Calif Apple Showcase Cupertino USA- 12 Sep 2018

An attendee demonstrates the iPhone XS Max smartphone during an event at the Steve Jobs Theater in Cupertino, California, on Wednesday.

These latest models also take advantage of the fastest cellular speeds available today, but on 4G networks, not on 5G.

If you're not already foaming at the mouth at the £999 starting price, you might also be interested to discover that the iPhone Xs represents the next era of Apple smartphones: it's the first IP68-rated iPhone; the one with the biggest screen (6.5in on the Max); has the biggest battery; and its display is fitted with a buttery-smooth 120Hz panel with HDR10 support. It's certainly cheaper than the $999 iPhone XS, and since it starts at $749, it's certainly nice to see Apple releasing phones that don't cost $1000. The iPhone is the largest contributor to Apple's top line, accounting for more than half of total revenue.

It wouldn't be September without a big iPhone reveal event from Apple.

The phones largely ditch the looks and heritage of the iPhone 8, instead building on last year's iPhone X in terms of looks and features. There's no home button, meaning there's no TouchID (though you can tap the front to view its lock screen).

Like their predecessor, the iPhone X, the name is meant to be pronounced as the number 10.

The US Food and Drug Administration said it worked with Apple to develop apps for the Apple Watch.

Apple's strategy of selling pricier phones amid waning demand for smartphones has propelled the Cupertino-based company to become the first publicly traded United States company to hit a market value of more than $1 trillion (€860 billion).

Apple has also confirmed it's dropping the price of the Series 3 watch to £279.

The new watch, with a price tag that starts at $399 in the USA and €499 ($580) in Germany, is a more comprehensive health device. With the competition in mind, it's understandable why Apple has made the extraordinary move to make a different set of iPhones just for Chinese customers. It can take an electrocardiogram to detect an irregular heartbeat.

"This is the first ECG product offered over the counter directly to consumers", Williams said. It'll be enabled through an eSIM software update later this fall. The accelerometer has been improved to detect falls, and can auto-dial emergency services when necessary.

With the XR's notable features and specifications out of the way, let's talk pricing.

I'll need to start saving if I want one won't I?

"I believe Series 4 will sell better than all previous models".

"Apple watch has become an intelligent guardian for your health", he boasted.

It underlines what a powerful franchise Apple has created and that the public's love affair with the iPhone is stronger than ever. The company's smartwatch and its wireless headphones, AirPods, have gained sales momentum over the past year, and Apple is hoping to accelerate that with updates to both.

"But the next "big one" - a success and growth driver on the scale of the iPhone - has not yet been determined".

Research firm IDC expects worldwide smartphone shipments to decline 0.7% in 2018 to 1.455 billion units, with growth likely to resume as 5G devices become available.

That was an important part of Apple's 2017 presentation: the AirPower was about supporting a key differentiating feature of the company's mobile devices together: no other brand could claim to offer a phone, wearable, and audio gear that all charge without requiring separate proprietary connectors.

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