Apple Unveils iPhone Xs, iPhone Xs Max, iPhone Xr

Kif LeswingCUPERTINO California — Apple announced new iPhone models on Wednesday at its press event in Cupertino California

Kif LeswingCUPERTINO California — Apple announced new iPhone models on Wednesday at its press event in Cupertino California

The iPhone is the largest contributor to Apple's top line, accounting for more than half of total revenue.

Apple launched its fun Animojis previous year when it revealed the iPhone X but now there's another animated emoji joining the party.

Here are five of the biggest announcements from Apple's annual iPhone event, held at the Steve Jobs Theater in Cupertino, Calif.

After weeks of speculation, Apple confirmed today that it is calling its new devices the iPhone XS and XS Max - and even accidentally leaked the information hours ahead of launch. Apple is dropping the "Plus" that started with the iPhone 6 to highlight that this new phone features the largest display Apple has ever packed in a smartphone. The XS Max, which looks to be about the size of the iPhone 8 Plus but with a much bigger display, will become the most expensive iPhone ever, starting at $1,099 in the United States and €1,249 ($1,452) in Germany.

The iPhone XS Max has a starting price of US$1,099 for the 64GB device, making it the most expensive Apple handset ever.

For comparison, the iPhone XS Max is bigger even than the Galaxy Note 9, which spans 6.4 inches. Also, the XR doesn't support Apple's 3D Touch, a feature that can display additional content based on how hard you press the screen.

The iPhone Xr model will be available in white, black, blue, yellow, coral and red colors.

The Bluetooth/GPS model will start at $399, while the version with cellular connectivity will run you $499.

The new Apple watch with Global Positioning System is available for $399 and the LTE variant comes in at $499 and are both available starting September 17, with preorders starting this Friday the 14. Apple is using the processor for better camera capabilities, faster app opening (up to 30 per cent faster launching apps according to Apple), and to achieve that longer battery life.

(A software upgrade called iOS 12 coming to older iPhones Sept. 17 will give parents new tools to monitor their children's online habits, not to mention their own.) But Apple's iPhone event sent a different message: more, more, more. You do still get a free pair of Apple EarPods, however. The new Watch includes a sensor allowing users to take an electrocardiogram they can share with their doctor.

Sensors. The coolest reveals of the day featured, for me, Apple's least interesting product.

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". It can be configured with as much as 512GB of storage, which is enough to store 200,000 photos, Apple marketing head Phil Schiller said.

And, Schiller said, the XS line-up features 'the most handsome iPhone we've ever made'. It's a big deal for budding photographers who aren't familiar with the nuances of shooting professional-looking portraits with their smartphones. With curved corners, it's also slightly thinner, has more reliable reception and two times faster, thanks to a new processor.

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Thanks to the larger display, there's a new watch face that features up to eight complications that can be customized.

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