Apple Announce Four New Devices: iPhone XS, XS Max and XR, and Apple Watch Series 4


On 12th September, Apple held its annual hardware event in California, where it announced the upcoming release of three new iPhone models and a new Apple Watch. The two hour event unveiled two improved versions of iPhone X: iPhone XS and the larger iPhone XS Max. They also introduced the slightly cheaper, lower spec iPhone XR and a new version of their smartwatch, which has even more of a focus on health.

iPhone XS and XS Max

These two phones are new and improved versions of Apple’s flagship phone iPhone X, released in autumn 2017. Both have an OLED screen, with the XS matching the 5.8 inch screen size of iPhone X, and the XS Max measuring in at a larger 6.5 inch screen size. Prices for the XS start from £785.00 with the XS Max prices starting at £865.00. Apple’s new phones use more AI technology than ever to make them the “smartest” tier of iPhone yet.

Main Features

  • Super Retina HD display
  • 458 ppi screen resolution
  • Advanced facial recognition
  • A12 bionic chip for enhanced AR, photos, gaming and more
  • Next-generation Neural Engine
  • Dual rear cameras
  • Available in Gold, Silver and Space Grey

iPhone XR

iPhone XR is the slightly more affordable version of the XS. It has a liquid retina LCD display as opposed to an OLED one, and the classic single rear camera. It is expected to be the new mainstream device, coming in a range of bright colours. It contains many of the new features of the XS, but foregoes some key specs such as 3D touch.

Main Features

  • Liquid Retina HD LCD display
  • 326 ppi screen resolution
  • Advanced facial recognition
  • A12 bionic chip for enhanced AR, photos, gaming and more
  • Next-generation Neural Engine
  • Available in Yellow, White, Coral, Black, Blue and (PRODUCT) RED

Apple Watch Series 4

Apple’s latest version of their smartwatch has a whole range of new health-related features, in line with the increasing dominance of health and fitness trends. It has the largest display yet of any Apple Watch and the big new feature that everyone’s talking about is its fall detector function.

  • Dual heart sensor
  • ECG app coming later in the year
  • Fall detection
  • Emergency SOS call function
  • Automatic emergency call if wearer unresponsive for 60 seconds after fall
  • Water resistant up to 50 metres
  • Connects to gym equipment

Apple has again followed the pattern of releasing its premium products alongside a more affordable version to appeal to more of the mainstream market. With iPhone XS Max coming in as the most expensive handset Apple has sold to date, ranging up to £1,362 depending on storage, Apple is maintaining its position in the premium sector of the smartphone market. While Chinese manufacturer Huawei has taken over a larger share of the overall smartphone market than Apple, positioning itself in the middle and lower ends of the market, Apple claims that it is its higher end phones that have always proven more popular than lower-priced models.