Apple's new iPhone Xs Max will be its most expensive mass-produced model to date, with starting prices of $1,519 in the US.
The new series of its flagship product was unveiled at its annual product launch event in Cupertino on September 12. Here, the tech colossus announced the launch of three new phones: the iPhone Xs; the larger, more expensive iPhone Xs Max; and, starting at $749, the cheaper iPhone XR.
"iPhone Xs is packed with next-generation technologies and is a huge step forward for the future of the smartphone," said Philip Schiller, senior vice president of worldwide marketing at Apple. "Everything is state of the art including the industry-first 7-nanometer A12 Bionic chip with 8-core neural engine, faster face ID and an advanced dual camera system that shoots portrait mode photos with Smart HDR and dynamic depth of field."
Schiller continued: "iPhone Xs is not one, but two new iPhone models, and iPhone Xs Max offers the biggest display ever in an iPhone with the biggest battery ever in an iPhone, delivering up to an hour and a half more battery life in your day."
Apple also used the event to announce the Apple Watch Series 4, which will feature improved cellular connectivity, a larger screen, more powerful processing capabilities and several health-tracking features. One of such features is an electrocardiogram (ECG) sensor which can measure heart rate and rhythm, able to detect heart rhythm disorders.
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The new products and price hike show Apple's attempts to remain competitive and increase profit in the tech sphere after recent setbacks.
Earlier this year, Chinese-based Huawei replaced Apple as the number two smartphone provider globally, just behind Samsung, demonstrating flagging sales in the APAC regions. This was followed by predictions that, despite Apple becoming the first company to reach a trillion-dollar value, Amazon is set to overtake the iPhone maker in overall value.