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iPhone XS: Apple to announce new phones at launch event - live updates

iPhone XS: Apple to announce new phones at launch event - live updates

That price point makes it less expensive than the iPhone 8 Plus; its affordable price combined with state-of-the-art technology is something the company is "very proud" of. OLED is a step up from traditional LCD technology in offering a display without a backlight, so black is truly black rather than simply dark.

The iPhone Xs and Xs Max will be offered in capacities of 64GB, 256GB and 512GB.

A new "cheaper" iPhone X device was also launched, called the iPhone XR. For more info, head over to Apple. IPhones fetched an average price of $724 during the April-June period, a almost 20 per cent increase from a year earlier.

The new watch, positioned as a more comprehensive health device, will be able to detect an irregular heartbeat and start an emergency call automatically if it detects a user falling down, potentially appealing to older customers. The biggest ever iPhone screen has a resolution of 2688 x 1242 pixels (458ppi), totaling 3.3 million pixels.

The news was met with instant ridicule across social media, as Twitter users likened it to everything from energy drinks to commentary on its "excessive" cost.

Three new iPhone models are reportedly set to be announced, all of which based on the design of the iPhone X. With no Home Button, the XR supports tap to wake, swipe up to the home screen, swipe down to access notifications and the Control Centre.

Apple launched the iPhone X a year ago, and for the first time in more than a decade sales did not go as well as analysts had anticipated. That emboldened the company to aim an even more expensive device at the affluent households that tend to gravitate to its products, especially in the US and Europe. "Apple Watch has redefined what a watch can do for you", said Cook.

Apple's camera system also features Smart HDR that meshes multiple shots into one to get the ideal blend of highlights, shadows and reduced shutter lag. And of course, it will run the same iOS 12 software. Both will be free to install.

The Cupertino tech giant also revealed a smaller iPhone XS, and a budget model dubbed the iPhone XR at its launch event, held on its spaceship-shaped campus inside the Steve Jobs Theatre.

One of the new watch's big features is an ability to take an ECG reading from the wrist using a new ECG app, which uses electrodes built into the watch's digital crown and a new electrical heart rate sensor in the back crystal. The latter feature has been cleared by the U.S. Food and Drug Administration, the company said.

Ben Wood, chief of research at analyst firm CCS Insight, said Apple's popularity would offset the price for many. Typically, smartwatches are marketed as consumer devices, not medical ones needing clearance. And some will carry other new features such as two SIMs-microchips that allow smartphone users to connect to a wireless network-making it easier for travelers to use their phones overseas, these people said.

But it won't just be iPhones, as the fourth series of the popular Apple Watch is also set to be unveiled at the September 12 keynote.

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