Apple unveils updated Watch and priciest iPhone ever at latest launch

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"This might be at the very top end of what Apple has charged customers before, but the tiered pricing strategy across the three handsets means that iPhone enthusiasts and newcomers alike can find a device that suits their needs among this latest generation of smartphones".

The Apple Watch Series 4 will feature a larger screen, more than 30% larger than previous generations.

Apple has unveiled the most expensive iPhone it has ever made, as part of a range of new product announcements.

As 9to5Mac reported ahead of the Keynote, the phone will feature a 6.1-inch, edge-to-edge LCD screen that Apple calls the Liquid Retina Display.

The newest entry in the segment is the iPhone XS Max, and it will start at Rs 1,09,900 for the 64GB version in India.

Apple introduced a never-before-used shade of gold for the iPhone Xs.

As expected, Apple revealed several new iterations of the iPhone during its Keynote 2018 address.

Now for the most pressing question: How does one pronounce "Xs"?

The company said the iPhone XS and iPhone XS Max will have dual-SIM and dual standby technology. The A12 Bionic can process 5 trillion operations per second. The iPhone XR comes with a 12 MP, single rear camera. The iPhone XR also sports Smart HDR, which can improve your photo quality.

The iPhone XR should also last longer than the iPhone 8 between charges, as Apple has claimed that it will last for up to 90 minutes longer than the iPhone 8 Plus, which itself lasts longer than the iPhone 8. It offers an hour and a half more battery life than the iPhone 8 Plus and features haptic touch and Face ID.

While the two XS devices will be available to pre-order from Friday and go on-sale on September 21, the XR will not be released until October. For those of you who have been hoping that the prices of the phones would pale in comparison to last year's models, there is some disheartening news for you.

It has a starting price of $749 / £749 / AU$1,229 for 64GB, rising to $799 / £799 / AU$1,299 for 128GB and $899 / £899 / AU$1,479 for 256GB.