Apple debuts biggest iPhone yet, health-oriented watch

Big hitters

Big hitters

Part of the answer to the Apple growth question is higher prices: The company's iPhone unit sales were flat last quarter, but profits were up 23 per cent.

Actually, this is Apple's priciest iPhone yet.

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

The iPhone XS and XS Max will be available to pre-order on Friday, September 14 and ship Friday, September 21 in the U.S. and other countries.

The iPhone XR has debuted with a 6.1in screen and a brand new all-screen liquid retina display ("the most colour accurate in the industry") along with an all-new advanced single camera system.

And to make it all more exciting, Apple also introduced the iPhone XS Max.

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 United States dollars, and available in 64 GB, 128 GB and 256 GB models.

The iPhone XR, available for pre-order October 19 and launching on October 26, will be available in Red, Yellow, White, Coral, Black and Blue.

The Max is the Xs' bigger brother.

The Apple Watch is getting some big upgrades.


Both are available in Space Gray, silver, and gold in 64 GB, 256 GB, and 512 GB capacities.

Apple did not improve the battery life of the new Apple Watch, and it still runs for 18 hours before needing to be recharged.

The Apple Watch Series 4 now has a 30% larger edge-to-edge display. Williams said the new Apple Watch could help detect atrial fibrillation (an irregular heartbeat), although he hedged that it won't "catch every instance".

Apple's market capitalisation has passed $1 trillion and the company needs to sustain revenue growth from its signature product even as global demand for smartphones plateaus.

Dr. Ivor Benjamin, the American Heart Association president, came on stage to praise Apple's health efforts and said he was "inspired by the life-saving potential of technology".

While the big reveal was Apple's largest phone yet, the 6.5 inch iPhone Xs Max, I was more impressed by the silicon that drives it.

On the surface the camera specs appear the same as last year's model, but Apple reckons its new Smart HDR tech, ability to control the depth of field on portraits and faster sensors will have you shooting better photos than ever before.

As Fortune's John Patrick Pullen noted via Twitter, camera company Lytro debuted a similar feature in 2012, but it didn't take off with consumers.

At one point during Apple's keynote, three people demonstrating an augmented-reality game faced off while consumed by their giant screens, the ideal image for our binge smartphone times.

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