At its greatly anticipated event that was held in California tonight, Apple launched the newest versions of its iPhone X and a redesign of its Apple Watch.
The phones are called the iPhone XS, XS Max and XR. They are based on the iPhone X which was released last year. The model has been a massive money-spinner for the tech giant.
Tim Cook, the chief executive of Apple, stated: “iPhone X has changed the industry, and along the way became the number one smartphone in the world. Today we’re going to take iPhone X to the next level.”
Both the XS and the XS Max will boast of better cameras, faster processors, and brighter screens.
The XS Max will have a 6.5-inch screen. It will be an improvement on the 5.8-inch screen of the iPhone X.
Last year, the Iphone X was priced at its launch at $999 (£765). It has since been considered a major success for Apple. It helped it become the first publicly traded US firm to surpass the $1 trillion valuation mark.
Apple also launched a budget model tonight called the Iphone XR. It is designed to appeal to users who are alienated by the high prices of its most recent products.
The iPhone XR, XS and XS Max will have a price that will start from $749, $999 and $1,099 respectively.
The tech giant also announced a major upgrade to its Apple Watch line. It introduced the Series 4 range which features screens that are over 30 percent larger as compared to the current models.
The new watches also have the ability to detect an irregular heartbeat and automatically initiate an emergency call once it detects a user falling over.
The shares in Fitbit, a fitness device company, dropped by around 3.7 percent after the announcement of the Series 4.
The chief of research at CCS Insight, Ben Wood, stated: “Apple will face some inevitable criticism that these products offer only small improvements on prior successes. However, the fact that Apple has sold almost 2bn IOS devices to date is a testament to the success of the Iphone recipe since 2007.”
He added: “The Iphone XS Max tightens Apple’s grip on the high-end smartphone segment, but more importantly represents a new premium vehicle for Apple’s rapidly growing services business.”
The share price of Apple was down 1.27 percent this evening.