Apple counting on fear and greed to sell new products

Woman holding iPhone Xs with AR

New Depth Control allows users to adjust the depth of field both in real-time preview and post-capture to create striking portraits with a handsome bokeh effect. Here are highlights of some of those metrics from the event, which was held at the Steve Jobs Theater in Cupertino, California.

We were shown the all-new Apple Watch Series 4, the iPhone Xs, and Apple's new flagship device, the Xs Max. But, people are already reading it as X, and that's likely to catch on.

On Twitter, Apple fans are simultaneously hailing the sleek new products and dragging the company for its name choice.

The advantage of the eSIM is that it can store more than one network, which can easily be swapped during the user's need, without removing the SIM card, which we do traditionally with a SIM card.

Schiller says the new iPhone can take even more detailed bokeh photos, these pictures blur the background and give more emphasis to the portrait. The new Watch includes a sensor allowing users to take an electrocardiogram they can share with their doctor. With the XR, Apple manages to take numerous standout features of the iPhone XS and encase them in a candy-coloured shell that costs £250 less. The smartphones aren't hugely different from the original X; however, one is a lower priced option.

Processor. The A12 Bionic chip found in all the new models skates out to the jagged edge of silicon chip design. Additionally, it will feature all the same upgrades to the camera software that the XS range will receive.

Both models will go up for pre-orders September 14, and ships from September 21 for the first wave of launch countries.

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Like the iPhone X, the XS has a 5.8-inch OLED screen, while the XS Max boasts a mammoth 6.5-inch OLED display.

The iPhone XR, on the other hand, gets a 6.1-inch screen with Liquid Retina HD display.

The phones come with a 12-megapixel dual camera, and a 7-megapixel front-facing camera, and can last up to 30 minutes in water up to two meters deep.

The iPhone home button is officially dead. Also, with this launch, Apple has killed off last year's iPhone X, iPhone SE as well as the iPhone 6S series, its last models with a 3.5mm earphone jack.

Apple has not included 3D Touch in the phone. Both the iPhone XS and XS Max are the first iPhones to come with Dual-SIM and e-SIM support.

It's available in either a stainless steel finish or aluminium and comes in three colours: silver, gold and space grey. The three new iPhones have an average starting price of $949.

Apple might have started its annual September product event with a video inspired by the "Mission: Impossible" movie franchise, but in setting a new bar for pricing its biggest generator of sales, chief executive Tim Cook & Co are saying they think nothing is impossible when it comes to juicing demand for the iPhone.

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