This will be Apple's new flagship phone with a 5.8-inch screen.
And Apple didn't stop at one iPhone this year: you'll have to choose between the Xs, the Xs Max (the Xs' bigger brother) and the confusingly named iPhone XR - a cheaper option if you don't fancy dipping into your rainy-day fund.
That's on the table, too.
Similar to the iPhone X, the XR gets a notch which also houses the same advance sensors which enable Face ID authentication.
The XR's screen has an 828 x 1792 resolution for a pixel density of 326 pixels per inch, while the iPhone 8 has a resolution of 750 x 1334 but matches the iPhone XR's pixel density. For folks who follow Apple's naming conventions: It's an "S" upgrade, Apple's every-other-year cycle for big new launches.
Display The one major difference between the iPhone XS and iPhone XR lies in the display. But Apple claims that the XS will go 30 minutes longer on a charge than the X does, while the XS Max will last 90 minutes more.
Tech columnist Geoffrey A. Fowler tries out the $1099 iPhone Xs Max, with a 6.5-inch screen -the largest Apple has ever sold.
The flying elephant of the new lot is the iPhone Xs Max, which sounds like it could be a new flavor of Mountain Dew, or perhaps an extreme sport.
iPhone XR design and features: What does the iPhone XR look like? It retains the design appeal of the iPhone X but gets a nice dash of colour.
That screen fits into a body that's smaller than that of the iPhone 8 Plus, which was also introduced past year.
As for the XR's screen, it's just as bright as the OLEDs, but its HD screen resolution is lower than the screens found on the XS and XS Max. In its financial reports, Apple doesn't break down its phone sales per region, but it would be interesting to see how these prices will affect its sales outside of the U.S.
The iPhone XR will be available in 64GB, 128GB and 256GB models in white, black, blue, yellow, coral and (PRODUCT) RED for $749.
Apple is calling it a Liquid Retina HD display and they say it's the most advanced LCD in the industry. Of it, we have this really cool video about "experimental shots".
The device is powered by A12 Bionic SoC which has a hexa-core CPU, quad-core GPU, and a neural engine, and will deliver 15% faster application processing than last year's A11 chip. Now, with different price points, the addition and removal of certain features on certain devices, and the death of the headphone jack for good, it feels like Apple doesn't care whether or not consumers actually like what's happening to their smartphones.
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