Apple launches the iPhone XS and iPhone XS Max

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Apple on Wednesday unveiled the iPhone XS, XS Max and XR, along with the Apple Watch Series 4 and a slew of new features aimed at improving upon the health, fitness, photography and other capabilities customers have come to depend on.

There have been rumblings that Apple is primarily focused on ramping up production of the XS and XR models and that an update to the iPhone SE is the least of the company's worries at the moment. Many analysts have suggested that the XR will start at around £700 while the XS and XS Max will cost anywhere between £999-£1,200. The iPhone Xs screen measures 5.8-inches, just like the iPhone X. The iPhone Xs Max has a 6.5-inch display.

Yes and no. It's still an LCD panel, unlike the iPhone XS, which uses and OLED screen. The GPU is up to 50% faster than the GPU in the A11 Bionic processor in the iPhone X. The A12 Bionic chip can handle up to 5 trillion operations per second, compared to the 600 billion for the iPhone X.

You'll be able to pre-order the iPhone XR beginning Friday, October 19, and it will hit stores on Friday, October 26, in more than 50 countries.

Perhaps no detail was more important than the key piece of information Apple kept secret until today: pricing.

Topol noted that a similar product - AliveCor's Kardiaband, a band for the Apple Watch - offers EKGs and received FDA clearance past year.

This year, we're getting three new iPhones.

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Apple has some new color options for its mainstream iPhone.

With the added feature, photographers can change how crisply a photo's background is displayed, so that they can better emphasize the picture's subject. It's possible it will get a beefed up camera array with a three-camera system touted for the rear.

The iPhone Xs and iPhone Xs Max keep the iPhone X thin-bezel body style with display notch for front-facing cameras and sensors.

For more on what the A12 Bionic can do, read our piece on the iPhone Xs and iPhone Xs Max announcement.

This even-bigger iPhone, which will be available on September 21 - with orders open the week before - represents Apple's attempt to feed consumers' appetite for increasingly larger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are. Other products are going to be a big part of this week's story for Apple. Google has explicitly ruled out the possibility of a Pixel smartwatch this year, leaving them without any wearable story to tell at all (sorry, old and exhausted Wear OS watches are not a proper Apple Watch analog). It also allows for an iPhone first: a 512GB memory disk.

Similarly, Apple's 512 GB configuration should reassure those with deep enough pockets that they'll have all the room for 4K media and more that they might gather over the lifespan of the device.

The Series 4 range will have an edge-to-edge screen like the new iPhones and is packing a bunch of features aimed at turning it into serious medical device.

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