Apple launched three new iPhones in a bid to strengthen its position in the premium smartphone market at its now annual product event at the Steve Jobs Theater at its headquarters in California.
A new smartwatch was also launched with an added fall-detection function. The new phones are the XS, with a 14.7-cm screen, the larger XS Max, with a 16.5-cm screen, and a 16 cm iPhone Xr made of aluminum, with an edge-to-edge liquid retina display.
“iPhone Xs is packed with next-generation technologies and is a huge step forward for the future of the smartphone. 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,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing.
All the new iPhones are powered by the brand’s all-new A12 Bionic chipset. The A12 Bionic comes with a six-core CPU, which comprises two performance cores and four power-efficient cores. The CPU is said to be 15 percent faster and up to 50 percent more efficient.
The 5.8-inch and 6.5-inch OLED displays on the iPhone XS and the iPhone XS Max have been claimed to offer 60 percent more dynamic range in HDR photos than the iPhone X. The 5.8-inch panel offers a screen resolution 2,436 x 1,125 pixels and the 6.5-inch screen bears a resolution of 2,688 x 1,242 pixels.
As per Apple’s claims, the new iPhone XS and iPhone XS Max come with the “most durable glass ever in a smartphone”. Interestingly, the new iPhones are also rated IP68, making them even more resilient to dust and water. The iPhone XS and the iPhone XS Max handsets feature a dual-camera setup at the back, consisting 12MP + 12MP sensors with LED light sandwiched in between. At the front, you get a 7MP snapper for selfies. The new iPhones also come with improved True Tone flash for promising better output in poorly-lit conditions.
The new iPhone XS and the XS Max will be coming in dual-SIM variants for the China market. For the rest of the world, including India, the handsets will come with support for a secondary e-SIM as well, letting people use two network providers simultaneously.
Apple, which is looking for ways to lessen reliance on phones for revenue, opened its event by announcing the new Apple Watch Series 4 range with edge-to-edge displays, like its latest phones, which are more than 30 percent bigger than displays on current models.
It is positioning the new watch as a more comprehensive health device, able to detect an irregular heartbeat and start an emergency call automatically if it detects a user falling down, potentially appealing to older customers. It said it had approval for the device from the U.S. Food and Drug Administration.
iPhone Xs and iPhone Xs Max will be available in 64GB, 256GB and 512GB capacity models in space gray, silver and a new gold finish starting at $999 (US) and $1,099, respectively, from apple.com, in the Apple Store app and Apple Stores, and is also available through Apple Authorized Resellers and select carriers (prices may vary).