The technology giant announced three new smartphones - the iPhone XS, XS Max and iPhone XR - at its latest live event in California, promising fans that the new products are the "most advanced" the company has ever made. It retains the key advances of the first iPhone X - facial recognition and an edge-to-edge display - but is cheaper while being noticeably larger at 6.1 inches.
While the iPhone X, XS and XS Max have pressure-sensitive 3D Touch screens that activate the flashlight or camera when you press down hard, the iPhone XR only has haptic feedback. The XR will also come with more color options including black, white, red, yellow, coral, and blue.
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. Apparently, the large, iPhone Xs Max model will also be the heaviest yet at 7.34 ounce (208 grams). S4 is available September 21 with preorders starting Friday.
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.
But the arrival of the iPhone Xs and Xr phones reminds us that the deal will soon expire, and prices will go up after December 31st.
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There's also Dual-SIM support but for those outside of China would need to use an e-SIM for the secondary connection.
The iPhone XS comes with a price tag of $999 for the 64GB variant, $1,149 for the 256GB variant, and $1,349 for 512GB.
The trillion-dollar company unwrapped a bunch of market-leading technology from its Steve Jobs Centre, providing improved performance and new features. It has a single rear camera though, a 12MP wide-angle sensor, but it has a portrait mode as well.
Although the names of the new iPhones had leaked out earlier, giving us some time to prepare for their ridiculousness, let's all take to a moment to really appreciate the absolute nonsense Apple expects us to call its new mobile lineup.
The Max is the Xs' bigger brother.
It will be available to order from 19 October, and will start shipping on 26 October. Apple says the camera along with smarter AI-based algorithms can deliver better imaging capabilities than the iPhone 8.