Apple (AAPL - Free Report) on Wednesday showed off its latest and most expensive iPhones ever at its now-customary event to hype their flagship product, among other devices, before the holiday shopping season. Apple unveiled its new iPhone XS Max, which starts at $1,099, as it doubles down on its bet that bigger is better. So let’s take a look at the biggest announcements from Apple’s big day.
Apple, roughly one year removed from the introduction of its 10th anniversary iPhone X, debuted three new iPhones: the iPhone XR, the iPhone XS, and the iPhone XS Max. All of the phones are said to feature faster processors and longer-lasting batteries.
The iPhone XR will feature a 6.1-inch “Liquid Retina” display that Apple calls the “most advanced LCD in the industry.” The lowest priced new iPhone costs $749 and will start to ship on October 26, with pre-orders set to open on October 19.
The XR features the full edge-to-edge of the iPhone X, Face ID, Portrait mode, longer battery life than the iPhone 8, and many more features. The phone also comes in six new finishes: blue, coral, yellow, white, black, and red.
Moving on, the iPhone XS comes in at 5.8 inches and will start at $999—the same price as the original iPhone X, with the phones set to ship by September 21—pre-orders are scheduled for Friday, September 14. The device will feature a “Super Retna” organic light-emitting diode display and boast the “smartest, most powerful chip in a smartphone,” along with a dual-camera system.
Lastly, Apple introduced the iPhone XS Max, which will feature a 6.5-inch Super Retna OLED display. The phone is set to start at $1099 and could cost up to $1,449. The iPhone XS Max will be available on the same dates as its smaller counterpart.
All of the new iPhone models—XS, XS Max, and the XR—will reportedly support wireless charging, according to the Wall Street Journal. Plus, Apple is set to sell the iPhone 7 for $449 and the iPhone 8 for $599.
Investors should note that the three new phones have an average selling price of $949, which is roughly 15% higher than the three phones launched last year. Last quarter, iPhone revenues jumped by 20% to $29.91 billion, while iPhone unit sales climbed by less than 1% to $41.30 billion.
Apple Watch Series 4
Now let’s take a look at the new Apple Watch Series 4. Apple boasts that the smartwatch is “fundamentally redesigned and re-engineered to help you stay even more active, healthy, and connected.” The Apple Watch Series 4 has three new heart rate features that will allow users to take an ECG.
On top of the cardiac-monitoring functions, the new Apple Watch features fall detection and emergency SOS. The watch starts at $399, with the cellular version set to cost $499. Meanwhile, the Apple Watch Series 3 will see its price drop to $279. Series 4 pre-orders begin Friday and will be available on September 21.
Notably left out of Apple’s big release event were Macs and iPads. This could be a sign that the firm is slowly downplaying these underperformers as Apple focuses on bigger, more expensive iPhones. Apple is also finding more success with its services business as Apple Music competes against Spotify (SPOT - Free Report) , while its new streaming service looks poised to take on Netflix (NFLX - Free Report) , Amazon (AMZN - Free Report) , and Hulu soon enough.
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