Apple opened its event by saying its new Apple Watch Series 4 range will have edge-to-edge displays, like its latest phones, which are more than 30 per cent bigger than displays on current models. The first thing he discussed was the new display, it is now 30 percent larger with an edge-to-edge screen but is now thinner according to Williams.
On that basis, the numbers you need to know are $1,249/£1,249 for the 256GB model and an eye-watering $1,449/£1,449 for the mighty 512GB iPhone XS Max. It has the largest display ever seen in an iPhone. The handset is the same size at the iPhone 8 Plus, but the screen is significantly larger.
Both the iPhone XS and XS Max are available in three storage variants. The phones have advanced photo and video features. iPhone introduces the 7-nanometer chip first ever in a smartphone, A12 Bionic chip, quicker Face ID, great gold finishing, bigger stero and sound and the first dual sim ever in an iPhone. Four cores are efficiency cores that use up to 50 percent less power.
Based on operating system, Apple holds a 45.1 percent share of U.S. smartphones users, according to research firm eMarketer, compared to 53.3 percent for Google's Android.
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There are, of course, camera improvements. Buyers get a 12MP sensor alongside optical image stabilization, twice the number of focus points, an improved True Tone flash, and a wide-angle lens. There's also an f/2.2 7mp front camera.
The display on the iPhone XS Max has 3.3 million pixels and the same pixel density as the iPhone XS. Apple also announced that watchOS 5 will start rolling out to supported devices on September 17. One example is using a press to directly launch the camera, reducing the amount of time needed to access an app. The iPhone XS has a price that starts at $999, but tops out at $1,349. The pricing of the iPhone XR starts from United States dollars 749 and will be available for pre-order starting from October 12, while the sale begins on October 26. For the Chinese users, Apple has made an iPhone Xs Max with a SIM slot that can take two SIMs, on either sides. Apple says the release is its attempt to reach as many people as possible, and it is perhaps the most populist of the bunch. There's only the one screen size, 6.1 inches of LCD instead of OLED, and the phone's body is made of a durable but cheaper aluminum and glass combo.
Apple revealed its three new iPhones on September in an event at the Steve Jobs Theater in its Apple Park HQ.
Others found the company's lack of creativity to be a bigger issue, with many simply calling the new names "dumb" and 'lazy'.