"The most advanced iPhone we've ever created", was, unsurprisingly how Apple heralded its new smartphone.
The iPhone is still Apple's most-important product, generating about two-thirds of revenue.
Names for the new devices aren't known.
Apple Inc. took the wraps off a renewed iPhone strategy on Wednesday, debuting a trio of phones that aim to spread the company's latest technology to a broader audience. Oddly enough, the original iPhone X is not something they want to do that with.
What is the iPhone XR? It's an LCD panel like older iPhones, and the resolution is just 828 x 1792. It has a traditional, lower-quality screen and an aluminum body; it's physically smaller than the iPhone 8 Plus but has a bigger screen.
"Finally, we could see new iPad Pros that will come with face recognition ID instead of the home button and fingerprint sensor", said Mr Ali. The bezels look slightly larger than the XS phones, though.
Nash showed off a version of the HomeCourt mobile app built for the new iPhones that can track a person's movements on a basketball court without the help of additional sensors scattered around the area.
Apple says battery life on the iPhone XS will be 30 minutes longer than the iPhone X's, while the larger XS Max will last an hour an a half longer than the iPhone X.
The phone has the same TrueDepth Face ID camera (and notch) on the front as the iPhone XS.
All three phones have the company's faster A12 Bionic processors and are water resistant. Even the cheaper XR has this chip. Expectations for Apple's lineup have been fueled by reports from Apple analyst Ming-Chi Kuo, who is based in Taiwan, where numerous contract manufactures that also make Apple products are based.
Basically, after one of its launch events, Apple updates its streaming page to add a rundown of what it announced during the event. Four cores are efficiency cores that use up to 50 percent less power.
Apple was slower than Google to jump on the machine learning bandwagon, but it's making up time with the A12. This 12MP unit still leverages the Neural Engine and new ISP smarts. The A11 could do a measly 600 billion. Pricing for the XS Max begins at $1099. The XS Max starts $100 higher.
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.
But at a starting price of $749 for the 64GB version, it will also be $250 cheaper.
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