Apple has unveiled some really big iPhone news this time. This trillion-dollar company recently introduced three large-screened iPhones at its annual fall product event, hosted at its headquarters in Cupertino, California. This record-setting price of the largest phone, starting at $1,099 which is roughly ₹80,000 is the key to Apple’s strategy as smartphone sales growth stalls.

The latest series of smartphones are listed as the iPhone XS, iPhone XS Max, and the iPhone XR. Also, all these have the same basic design as last year’s iPhone X, with fronts that are nearly all-screen, with the exception of a notch cut out from the top to house a front-facing camera and minus a home button. The phones announced recently are, collectively, the largest and most expensive iPhone lineup Apple has ever announced.

Apple has had a financially successful year, and in lieu of this, Apple chief executive Tim Cook added that, the company is about to sell its 2 billionth iOS device. It marked the second time that the company has launched new iPhones from the Steve Jobs Theater, named after Apple’s late co-founder and chief executive.

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The iPhone X is right now the top-selling new phone in the world, as added by Cook. However, as per the data analytic firm Mixpanel, world’s most-used iPhone right now is still the two-year-old iPhone 7, and more people have the iPhone 6S than the iPhone X.

Talking about the potential for upgrades, these new lineup of phones has few technological advances over last year’s models, which introduced the all-screen display for the first time. Apple has typically operated an on-and-off-year cycle.

The iPhone XS Max, which has a 6.5-inch display, is now Apple’s priciest phone. This would be the most expensive model that would would cost $1,449 which is roughly ₹1.05 lakhs and this is roughly $500 more than a MacBook Air laptop.

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The iPhone XS would be the same price ($999) and size as its predecessor, sporting a 5.8-inch screen.

Apple is also releasing the $749 iPhone XR, for those who balk at a four-digit price tag. This phone looks similar to the iPhone X, but it has a 6.1-inch display and uses a different type of screen that is less expensive for Apple to produce.

To state more, most of the major updates to the smartphones were technical and incremental. Apple has in fact invited several video game developers on stage to showcase improvements to the graphics and processing performance of the phones.

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The updates also has improved the cameras in the new phones and added a feature that allows people to refocus their pictures after they take them. Samsung in fact has offered a similar feature on two of its Note devices.

Apart from the latest iPhone updates, Apple has also introduced a redesigned Apple Watch, increasing the screen size by nearly one-third. This watch has quickly become the spearhead for Apple’s push into health and fitness. The company has also announced that the Watch has received Food and Drug Administration approval for a new feature that allows the smartwatch to act as an electrocardiogram.

Apple however, did not announce updates for some products, such as the iPad Pro or the wireless AirPods headphones. The company did not offer an update on the AirPower, a wireless charging mat that it had first announced last year but has not yet begun selling. It also did not refresh its MacBook Air or the Mac Mini, two products that are overdue for a refresh, as per analyst Patrick Moorhead of Moor Insights. There by he concluded, “Quite frankly, these products are no longer competitive with any of the premium Windows competition”.