This year’s launch event unveiled the pricey new iPhones, and the new Apple Watch Series 4 takes on some serious health monitoring.

James Martin/CNET

Welcome to the 2018 Apple September launch event, where the company delivered the long-awaited (well, since this time last year) details on its new iPhones, the flagship iPhone XS Max, its little buddy the iPhone XS and a mainstream replacement for the iPhone x, the iPhone XR. Plus, the Apple Watch Series 4 goes all-in on health with a built-in ECG and more.

As usual, the Apple Store went down in advance of the new product announcements.

Now that it’s over, our takeway is Apple’s testing your willingness to splurge, and testing our patience waiting for the things we didn’t get.

In addition to its main mobile-device product announcements, Apple updated us on other product lines and how well it’s doing, and more. Tim Cook pwned Twitter with a seemingly mistaken tweet that led into a Mission: Impossible-style intro. Here’s the highlights:

iPhone XS and XS Max

This is the big news that fans have been eagerly awaiting, prompting a leak- and speculation-fest in the months leading up to the big announcement. Wait no more.

iPhone XR

Because not everyone can afford the flagships, there’s the more affordable iPhone XR. It has an LCD-based, 6.1-inch “Liquid Retina” display.


iPhone XR iPhone XS iPhone XS Max
US $749 $999 $1,099
UK £749 £999 £1,049
Australia AU$1,229 AU$1,629 AU$1,799

Apple Watch Series 4

Thanks to its new zero-bezel design and having replaced the button with haptic touch regions, the new series of the Apple Watch increases its face size to 40mm and 44mm.


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