Apple's 2018 iPhone Event: What You Need to Know

Part of that probably has to do with the fact there were lots of leaks ahead of Apple's keynote event, so the news wasn't unexpected.

Apple's event was held at the Steve Jobs Theater in its new circular headquarters in Cupertino, California, named after the company's co-founder who wowed the world with the first iPhone in 2007.

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While online sentiment was mixed, an obvious key focus was the high price tag - also a target of criticism around the launch of the iPhone X a year ago.

The iPhone XS comes with a 5.8-inch display while iPhone XS Max comes with a 6.5-inch display.

The phone has the same TrueDepth Face ID camera (and notch) on the front as the iPhone XS. The new iPhones will also have the best video quality of any smartphones on the market, according to the company.

Another new camera trick is adjustable bokeh - you can snap a photo, and then adjust how blurry or sharp the background of your subject is.

To mention some of its more impressive and useful upgrades, the Apple Watch Series 4 seems to work harder for your health, with its new ability to detect hard falls, and even take an ECG reading from your wrist.

"Dual-SIM support is another feature global markets will appreciate", add analysts from IHS Markit.

And despite having a slightly bigger screen than last year's iPhone 8 Plus, it's packed into a much smaller overall package.

Apple on September 12 announced the follow-up to the 2017 flagship iPhone X with the newest iPhone XS, XS Max and the "budget" iPhone XR.

This even-bigger iPhone, which will be available on September 21 - with orders open the week before - represents Apple's attempt to feed consumers' appetite for increasingly larger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are. The iPhone XR gets a new LED display, which ditches 3D touch.

In terms of battery, Apple reckons that it can last up to 1.5 hours longer than the iPhone 8 Plus. Instead, it has an LCD screen.

Pricing. Taking the price of its flagship iPhone to almost $1,000 previous year helped Apple squeeze more revenue out of the device even though unit sales remained flat.

Both use a new method for taking pictures called "Smart HDR", which essentially takes a bunch of pictures when you press that shutter button and then stitches them into one finished image.

The iPhone XS Max is available with 64GB, 256GB, and 512GB storage and cost £1,099, £1,249, and £1,449 respectively.

The iPhone is still Apple's most-important product, generating about two-thirds of revenue. While some might be quick to fault the company for copying others or coming out with features later than rivals, it's their attention to detail, ecosystem and gradual evolution that keeps people coming back for more.

The iPhone Xs looks very similar to last year's iPhone X, and features a 5.8 inch edge-to-edge OLED screen with a resolution of 2436 by 1125 pixels.

There are some new tools to monitor how much time you spend looking at your phone and some tweaks to how notifications display.

  • Joanne Flowers