Published: Thu, September 13, 2018
Industry | By Terrell Bush

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


However, Apple may face challenges selling the more expensive new models locally given that we're now keeping our phones longer rather than upgrading as soon as our 24-month contracts finish.

Apple's pricing of its new iPhone XS Max has been defended despite plans to charge up to £1,449 for some models of the new device.

That's on the table, too.

Apple appears to have leaked the names of its new iPhone line-up on its website just hours before its live event to launch the products.

While last year's premium priced iPhone X helped boost the company's smartphone revenue, the stagnating unit sales are holding back the company's overall growth and have led to declining market share.

Tech analyst Patrick O'Rourke joined in, tweeting: 'I want to go on the record now as saying that iPhone Xs Max is a bad name for a smartphone...' The part I didn't understand until I held one is that the phone's overall shape is actually very similar to last year's iPhone 8 Plus. In reality, the LCD display on iPhone XR is really good.

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The iPhone XR has debuted with a 6.1in screen and a brand new all-screen liquid retina display ("the most colour accurate in the industry") along with an all-new advanced single camera system. The XS will start from $999 in the United States and €1,149 ($1,226) in Germany. Although the innards of those phones changed over time, they looked basically the same and the new features they offered weren't compelling enough to encourage consumers to upgrade en masse. The iPhone Xs is at last official - alongside the iPhone Xs Max and iPhone XR, and despite all the secrecy and speculation, it's much as everyone expected it to be. The 8 Plus, which is still available starting at $699, has just a 5.5-inch screen because it has to leave space for a Home Button and large bezels. The XR has a 6.1-inch screen, which lands it right between the XS and XS Max in terms of size.

The iPhone XR will be available in 64GB, 128GB and 256GB models in white, black, blue, yellow, coral and (PRODUCT) RED for $749. We fully expect this phone to deliver solid performance on all counts.

The wearable device will go on sale in the United Kingdom on September 21 but before that, Apple is releasing watchOS 5 for existing Apple Watch customers.

'The best iPhones we've ever made by a long shot, ' Schiller said.

Both chipsets have six cores, but the fastest cores in the A12 Bionic are up to 15% faster than the A11 Bionic, while the high-efficiency cores are up to 50% lower power.

Apple gadgets were always pricier in Europe and overseas.

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