Apple unleashes iPhone XR, Xs, and Xs Max

Tech enthusiasts and general Apple fans won't have to venture too far in any direction before they encounter the word iPhone today, as Apple unveils three different new iPhones and a new Apple Watch today.

Apple says that both the iPhone Xs and iPhone Xs Max are the most advanced iPhones ever, so what makes them so special?

The iPhone Xs Max is the larger of the two phones, measuring 6.5 inches. The smaller Xs is 5.8 inches, and both feature Apple's signature Super Retina displays.

They also offer the highest pixel density and sharpest displays of any Apple device on the market. Behind the screen, a custom OLED design supports Dolby Vision and HDR10. Their colour accuracy is said to be the best in the industry.

How can that super sharp screen and colour accuracy help you? Apple says HDR photos will offer a 60% greater dynamic range (could be good if you're a photographer). The Xs Max also provides more than three million pixels for videos, movies, and games.

Unsurprisingly, Apple is putting huge effort into upgrading its phone cameras. The iPhone Xs offers a 12 megapixel dual camera that draws on a Neural Engine for depth segmentation, smart HDR, advanced bokeh, and 2x optical zoom. Yes, optical zoom.

Under the hood, the A12 Bionic chip is Apple-designed and can offer up to 50% more efficiency, a 50% faster GPU, plus an image signal processor, video encoder, and other things. Apple's Neural Engine even draws on machine learning for everything from photography to augmented reality.

Meanwhile, security features like FaceID are faster than ever before. Of course, it wouldn't be a phone without emojis, so iOS 12 offers new Animoji and Memoji options, plus new augmented reality experiences.

iOS also provides privacy features that help to protect users from being tracked across the web.

"iPhone Xs is not one, but two new iPhone models, and iPhone Xs Max offers the biggest display ever in an iPhone with the biggest battery ever in an iPhone, delivering up to an hour and a half more battery life in your day," says Apple senior vice president of Worldwide Marketing, Philip Schiller.

At 6.1 inches, the iPhone XR is essentially the stronger cousin in the range of Apple's new lineup. It has similar features to the Xs range.

The A12 Bionic chip also powers the Neural Engine, TrueDepth Camera system, Face ID, and other camera features.

The 12 megapixel camera is a single-lens, wide angle camera with a f/1.8 aperture, so you might just be able to capture more detail in low-light situations. The XR also has a Liquid Retina Display that offers colour accuracy at all times.

For those who like dual sims, the XR offers the ability to use a nano SIM and digital eSIM. The phone also uses LTE Advanced for faster download speeds.

A portion of proceeds from iPhone XR (PRODUCT) RED purchases will go directly to Global Fund HIV/AIDS grants that provide testing, counselling, treatment and prevention programs with a specific focus on eliminating transmission of the virus from mothers to their babies.

Pricing and availability – iPhone Xs and iPhone Xs Max

• iPhone Xs and iPhone Xs Max will be available in 64GB, 256GB and 512GB capacity models in space grey, silver and a new gold finish starting at RRP NZ$1899 inc.GST (64GB) and NZ$2099 inc. GST (64GB), respectively, the Apple website, in the Apple Store app and is also available through Apple Authorised Resellers and select carriers (prices may vary).
• You can also preorder the iPhone Xs and iPhone Xs Max from September 14, and buy a number of accessories.

Pricing and availability – iPhone XR

• iPhone XR will be available in 64GB, 128GB and 256GB models in white, black, blue, yellow, coral and (PRODUCT)RED starting at RRP NZ$1,399 inc. GST (64GB) from the Apple website and is also available through Apple Authorised Resellers and select carriers (prices may vary). 
• You can preorder the iPhone XR from October 19.