Apple launches the iPhone XS and iPhone XS Max

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Apple has updated its iPhone X with three new models.

The iPhone XR also gets dualSIM support.

An iPhone XS Max with 512 GB of storage will be the most expensive iPhone ever.

American duo ODESZA have released a new song that features in Apple's iPhone XS, XS Max and XR announcement video. The crown now gets haptic support and is a major plus for anyone who uses Apple Music as their daily music driver.

All the upgrades to this year's iPhones are internal.

Additionally, iPhone XS and XS Max have increased water resistance, enduring up to the depth of 2 metres for up to 30 minutes. In case you didn't know, 3D Touch is a pressure-sensitive feature that was launched in 2015 with iPhone 6S and iPhone 6S Plus.

Moorhead said the health features for the new devices were notable. But it didn't, due to the product's steep R18,000 price tag. Come launch, you'll be expected to fork over at least £1,099 for one and if you wanted the top-end configuration with 512GB of storage, be prepared to shed a hefty £1,449.

Apple just announced its new lineup of iPhones - the iPhone XS, XS Max, and XR. There is little that is new about the models that have been announced. It's got the same basic design of the iPhone X and XS, with a large edge-to-edge screen.

The new phones have displays of 5.8 and 6.5 inches, boosting screen size while keeping a small-format handset, Apple vice-president Phil Schiller said.

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What's more, it comes in a rainbow's assortment of colours.

For example, the XR will ship with the Apple's newest proprietary A12 Bionic chip (the same chip the Xs and Xs Max house), which contains a four-core GPU that offers "up to" 50 percent faster performance and a six-core CPU with "up to" 15 percent better performance. The XR will also come with more color options including black, white, red, yellow, coral, and blue.

As a result, many have pointed out that it sounds much like "excess" and 'excess Max'. At $750 in the U.S. (around R11,000 - but the official South African price has not yet been released), the XR isn't exactly cheap. It also boasts a 1792 by 828 resolution at 326 PPI (pixels per inch) and is described by the company as having a "Liquid Retina" display. In a worst-case scenario, the iPhone SE will mark the last compact iPhone model to ever appear in an Apple store.

To be sure, the XR doesn't have all of the bells and whistles in the XS. Apple used older LCD screen technology and aluminum, rather than stainless steel, edges. Last week, US President Donald Trump told Apple - in a tweet, how else? - that if it wanted to avoid the inevitable price rises that the trade spat with China would bring, it could bring manufacturing back to the US.

What's more, it lacks the telephoto lens found not only in the XS and XS Max but in previous years' Plus models.

"Overall, this is going to be a very good year for Apple".

But my guess is none of that will matter.

Although it didn't sell quite as analysts anticipated, the iPhone X still emerged as the most popular in Apple's line-up, according to Cook.