Welcome to the 2018 Apple September launch event, this the biggest iPhone release ever in the Apple event. CEO Tim Cook take stage stage and gives the world brand new iPhone. Actually brand new three iPhones. Apple followed last year’s iPhone X with the iPhone Xs, iPhone Xs Max, and iPhone Xr.

iPhone Xs and iPhone Xs Max

Both the Xs and the Xs Max use Face ID, like the iPhone X. They come with dual-lens cameras, 4K video capabilities, and a “smart” HDR feature. Better camera software encourages all kinds of fun stuff, like adjusting the depth of field after you take a shot. The phones also come with up to 512 GB of storage, which means if you want to spend the extra cash for all that storage, you can take way more photos before your iPhone annoyingly prompts you to clear up some space.

Both are powered by Apple’s new A12 bionic, the first 7-nanometer chip in a smartphone. It can process 5 trillion operations per second. In practice, that means your iPhone will feel faster, and app developers can harness the power to make all kinds of fun stuff.

  • The iPhone XS Max is bigger than the Note 9, and both it and the iPhone XS get a makeover inside and out.
  • The Max has a larger display than the usual Plus size phones but a similar body.
  • They incorporate the industry’s first 7nm CPU, the new A12 Bionic.
  • The new 12 megapixel cameras have bigger sensors and an improved HDR mode.
  • The popular portrait mode, which de-focuses the background of a photo to emphasize the subject, has a new setting. Customers can adjust the depth of field after they take the picture.
  • iPhone XS starts at $999, the iPhone XS Max starts at $1,099.


iPhone Xr

iPhone XR

If the new Xs and Xs Max seem too expensive or not colorful enough, Apple’s got just the thing for you in the Apple event. The 6.1-inch iPhone Xr is between the size of an iPhone 8 and an iPhone 8 Plus, with a new LCD display that Apple calls Liquid Retina Display. The battery lasts an hour and a half longer than the iPhone 8 Plus, too. The Xr comes with whistles from the iPhone X line—hello Face ID.

  • It too incorporates the A12 Bionic chip.
  • The same (single) wide-angle camera as the XS models, and the same AI-driven camera features.
  • Hello Face ID, goodbye home button.
  • This one comes in all kinds of funky colors, like yellow, coral, and blue.
  • It has an LCD-based, 6.1-inch “Liquid Retina” display.
  • It’s available for pre-order next month, and goes for $749.

Apple Watch  Series 4

Apple Watch Series 4

In the few years since it launched, the Apple Watch has become one of the most important products in Apple’s arsenal—so much that Tim Cook kicked off today’s Apple event by introducing the newest generation. Apple also showed off an upgrade to its 3-year-old smartwatch. The Apple Watch Series 4 now has a 30% larger edge-to-edge display. With curved corners, it’s also slightly thinner, has more reliable reception and two times faster, thanks to a new processor.

The latest wearable also touts a built-in (and FDA-approved) EKG sensor to help diagnose heart diseases and other conditions. The company says it’s the first EKG available over the counter.

The Apple Watch Series 4 will cost $499 for built-in connectivity and $399 for a standard model.

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