3 new iPhones Xs, Xs Max & Xr and launched at Apple event

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While global smartphone market growth has stalled, Apple has kept revenue rising by lifting average selling prices. We have the details on buying an unlocked iPhone XS Max SIM-free handset here - probably best to sit down for a few minutes.

The XS Max, the priciest model, will also have a bigger battery, which Apple said would improve battery life by an hour and a half.

Apart from unveiling the latest iPhone Xs range and the iPhone Xr, Apple also announced its next generation smartwatch, the Apple Watch 4.

Apple said the XS models would be sold from September 21 and the XR from October 26. The iPhone Xs has a 5.8-inch diagonal screen, while the iPhone Xr screen measures 6.1 inches and the iPhone Xs Max comes with a 6.5-inch screen that is the largest yet for an iPhone. It's purportedly the most color accurate LCD display in the industry, offering True Tone and wide color support. The single camera at the rear is a 12-megapixel sensor with an f/1.8 aperture while the one on the front is the same as offered on iPhone XS and XS Max. Whereas the Xs' flash storage can be upgraded to a whopping 512GB, the XR caps out at 256GB.

The initial iPhone XS Max price is $1,099/£1,099.

For everyone else, many of whom are still using iPhones they purchased several years ago, there's the XR.

The Series 4 features the largest display compared to any Apple Watch. "The brilliance of Tim Cook has always been his ability to optimise and maximise Apple's business, and he's done exactly that today".

The speaker is 50% louder. The watch gets new 40mm and 44mm size. The iPhone XS and iPhone XS Max also get a new Gold colour option, apart from Space Grey and Silver. Pricing: $699 (40mm) and $749 (44mm).

11 years ago, Steve Jobs introduced the world to the first iPhone. iPhone, since then, has come a long way. Let us know in the comments down below!

The XR's two key features are both visual, and they're both things that pop when you're handling the phone in person.

Apple has been working to ramp up revenue from services and digital content such as music and movies, but most of the cash it takes in comes from iPhone sales. Customers can adjust the depth of field after they take the picture. And of course, we now have the Liquid Retina Display with the iPhone XR, which seems a solid enough proposition to enter tech jargon. Improvements to the ISP, Neural Engine and improved software algorithms enable portrait photos with a attractive bokeh effect. The smartphones aren't hugely different from the original X; however, one is a lower priced option. Precision-milled glass, advanced pixel masking and sub-pixel antialiasing allows the display to follow the curves of the device, while a new backlight design enables the display to stretch into the corners.

Users will be able to set limits on time spent in apps.