Apple's New Lineup: iPhone XS, XS Max and (Slightly) Cheaper XR

iPhone XS: Apple to announce new phones at launch event - live updates

iPhone XS release date, price, photos, and specifications

Apple chief executive Tim Cook unveiled the company's new iPhones in California on Wednesday.

Apple has already revealed two new versions of the iPhone this evening - but it went further with a third handset.

The iPhone accounts for more than half of Apple's revenue.

Perhaps no detail was more important than the key piece of information Apple kept secret until today: pricing.

"We all knew this was going to be a transitional but not transformational phone update", said Trip Miller, managing partner at hedge fund Gullane Capital, which owns Apple shares. Even the fact that Apple discontinued last year's iPhone X shouldn't come as much of a surprise given that the new iPhone XS seemingly serves as an entry-level option for consumers eager to pick up a new device without necessarily breaking the bank.

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Powering all three iPhones is Apple's own 7nm six-core A12 Bionic CPU. The Smart HDR is the most hyped feature that takes multiple shots in different exposures and combines them to get the bets shot. It also offers improved IP68 water resistance.

The XR has the same chip as the iPhone Xs and the front camera is also the same. That's mostly because of the phone's massive display - at 6.5-inches diagonal, this is the biggest screen that Apple has ever squeezed into a smartphone. Both phones have "Super Retina" displays with the highest pixel density of any iOS devices.

As for the XR's screen, it's just as bright as the OLEDs, but its HD screen resolution is lower than the screens found on the XS and XS Max. It also features a king-size price of $1,099. But that's exactly what the iPhone XR has managed to do at the 2018 iPhone launch event.

Design-wise, the iPhone Xr bears similarities to the iPhone Xs and Xs Max with a 6.1-inch all-screen build, slim bezels and the signature notch which incorporates Face ID and gestural navigation, but for a considerably lower price starting at $749 Dollars, and available in 64 GB, 128 GB and 256 GB models.

Others pointed out that it was a missed opportunity, arguing that the firm should have called its XS Max - which has the biggest iPhone display yet - the iPhone XL. The cheapest version of the iPhone Xs with the most limited amount of storage (64 GB) will cost $999, while the Xs Max's base price starts at $1,099. Using OLED technology and with support for Dolby Vision and HDR10, the phones have 2.7 million and 3.3 million pixels respectively, and claim the best display performance on an iPhone.

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Another part of the answer is the Apple Watch. The trio of new devices offers a chance to do the same.

Neither the new iPhones nor the Apple Watches are gotta-have-it upgrades, but for Apple that doesn't matter.

Highly anticipated: Apple's biggest hardware event of the year is finally upon us. The Xs Max has an enhanced "cinematic" display for improved viewing of videos, movies and games.

This year's three top phones are all more expensive than last year's models.

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