Here’s What to Look For at Today’s Big Apple Event

Isaac Cain
September 13, 2018

Apple has invited journalists, analysts, and tech industry figures to its campus on Wednesday for the launch of new iPhone and Apple Watch models.

The iPhone XS will have a 5.8-inch OLED display and will be the updated version of the current iPhone X. The iPhone XS Max will be much larger featuring a 6.5-inch OLED display. The phone itself is smaller than an iPhone 8, but it actually has a larger display.

Likely to be called the iPhone XR, it could be priced even as low as $700 with a display size of 6.1 inches.

The iPhone XR will come in six colours: white, black, yellow, blue, coral and a special Product (Red) edition from the off. They also come with Face ID facial recognition for unlocking the device and a richer display.

As announced at this morning's event, 2017's iPhone X became the single most popular smartphone in the world over the past year, and it never had a home button.

It was the first mass-market smartphone to demand a $1,000 starting price.

The iPhone XS will start at $999 and the iPhone XS Max will start at $1099.

iPhone Xs, Xs Max and Xr.

The sitemap also listed a range of leather and silicone cases for the iPhone XS and iPhone XS Max.

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Lastly, Apple has improved battery by 30 minutes on the iPhone Xs and an hour and a half on the Xs Max. It supports dual SIM, by introducing the eSIM. The new 12 megapixel cameras have bigger sensors and an improved HDR mode. During that period, which is typically slow for Apple, China's Huawei Technologies surpassed Apple as the second-largest seller of smartphones based on Gartner's calculations.

The XS Max will have all those upgrades, but it's bigger.

Speaking from the Steve Jobs Theater at the Apple campus in Cupertino, California, CEO Tim Cook called the iPhone XS "by far the most advanced iPhone we have ever created".

Pre-orders for the new phone will open on Friday, October 19 while the on-sale date will be October 26 here in the UK.

Ooops. Apple appears to have inadvertently leaked details of the coming generation of iPhones, and new Apple Watch Series 4, on its own product sitemap ahead of today's hardware announcement.

While the iPhones will be the Wednesday's main attraction, Apple's growing smartwatch business will see stage time, too. The device could look the same as its predecessor, but include internal improvements such as a faster processor and updated camera, as is standard with off-year "S" updates.

Those with an Apple TV can also tune in on the big screen via the Apple events app installed on the streaming device.

By making more expensive iPhones, Apple has been able to boost its profits despite waning demand as people upgrade phones less frequently.

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