By G9ija

Apple has finally unveiled its highly anticipated new iPhone XS – a 5.8-inch waterproof, stainless steel device CEO Tim Cook says is ‘by far the most advanced iPhone we have ever created.’

The firm revealed the device alongside the iPhone XS Max, which boasts a staggering 6.5-inch Super Retina display – the biggest iPhone display yet.

According to  Apple’s Phil Schiller, the handset is ‘the most beautiful iPhone we’ve ever made.’

CEO Tim Cook took to the stage in front of around 1,000 people at the Steve Jobs Theater at Apple’s new ‘spaceship’ HQ in Cupertino, California shortly after 10 a.m. PDT (1 p.m. ET).

‘Things certainly do get hectic around here leading up to days like this,’ Cook said, to applause, as he kicked off the event.

‘But they’re also magical days. As you know, Apple was founded to make the computer more personal,’ he said.

The CEO started off the product announcements with what he says are ‘two of our most personal products,’ beginning with the latest Apple Watch.

In the new Series 4 Apple Watch, ‘everything has been redesigned and re-engineered,’ said Chief Operating Officer Jeff Williams.

‘We’ve pushed the screen right to the edges, over 30 percent larger, with minimal changes. The Series 4 is actually thinner,’ Williams said.

Not only has the firm overhauled its design, but the new Apple Watch can even look out for its wearer’s safety.

According to Apple, the watch can detect falls and send alerts to emergency contacts. And, in what’s said to be an industry first, it’s equipped with an FDA-approved electrical heart sensor that can take an electrocardiogram.

Watch the event live here 

Apple has finally unveiled its highly anticipated new iPhone XS - a 5.8-inch waterproof, stainless steel device CEO Tim Cook says is 'by far the most advanced iPhone we have ever created.' The firm revealed the device alongside the iPhone XS Max

Apple has finally unveiled its highly anticipated new iPhone XS – a 5.8-inch waterproof, stainless steel device CEO Tim Cook says is ‘by far the most advanced iPhone we have ever created.’ The firm revealed the device alongside the iPhone XS

‘It’s a feature we hope you never need, but it’s really nice to know it’s there,’ Williams said of the new fall-detecting tool.

The Series 4 watch is equipped with an accelerometer and gyroscope, to ‘power all-day activity tracking.’

It features a new screen design that displays up to eight separate pieces of information, according to the firm.

You’ll even be able to add pictures of your contacts to make calls with a single tap.

The firm also redesigned its Watch faces to suit the bigger display, Williams said, and the Digital Crown has been ‘overhauled’ to provide haptic feedback to the wearer.

The watch speaker is also 50 percent louder than previous models.

The Series 4 watch has  three new heart features, including notifications for low heart rate and screening for irregularitues that appear to be atrial fibrillation.

It also has a built-in electrical heart sensor that will allow users to take an electrocardiogram (ECG).

WHAT DO WE KNOW ABOUT THE IPHONE XS AND XS MAX?

The iPhone XS and larger XS Max are Apple’s latest flagship devices.

The pair have a similar design and features to the existing iPhone X – including its much-hyped Face ID unlock system – with a few key additions.

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.

Apple’s newest phones also feature faster processors and better memory capacities than their predecessor.

Apple launched its iPhone XS and XS Max flagship devices at an event in San Francisco on September 12

Apple launched its iPhone XS and XS Max flagship devices at an event in San Francisco on September 12

Both feature Apple’s new A12 Bionic chip, which Apple claims runs run 15 per cent faster than the A11 chip in the iPhone X.

The iPhone XS and iPhone XS Max are shipping in 64GB, 256GB or 512GB — the largest in-built storage ever shipped on an Apple-branded smartphone.

They are available in gold, silver and space grey.

All three new smartphones unveiled by Apple today are expected to have a design similar to the iPhone X, which was introduced during a media event last September.

The iPhone X was the first Apple-branded handset to ditch the circular home button and rely on facial-recognition technology to unlock the device.

It was the first mass-market smartphone to demand a $1,000 (£999) starting price.

The success of the iPhone X has allowed Apple to up the ante with a updated, larger model of the handset, whose price is expected to be unveiled today.

Apple also is expected to release an updated iPhone XS with minor updates, including a faster processor and better cameras.

CEO Tim Cook took to the stage in front of around 1,000 people at the Steve Jobs Theater at Apple’s new ‘spaceship’ HQ in Cupertino, California shortly after 10 a.m. PDT (1 p.m. ET). Cook kicked off the event by introducing the new Series 4 Apple Watch

CEO Tim Cook took to the stage in front of around 1,000 people at the Steve Jobs Theater at Apple’s new ‘spaceship’ HQ in Cupertino, California shortly after 10 a.m. PDT (1 p.m. ET). Cook kicked off the event by introducing the new Series 4 Apple Watch

In the new Series 4 Apple Watch, 'everything has been redesigned and re-engineered,' said Chief Operating Officer Jeff Williams

In the new Series 4 Apple Watch, ‘everything has been redesigned and re-engineered,’ said Chief Operating Officer Jeff Williams. ‘We’ve pushed the screen right to the edges,’ Williams said

The firm also redesigned its Watch faces to suit the bigger display, Williams said, and the Digital Crown has been 'overhauled' to provide haptic feedback to the wearer

The firm also redesigned its Watch faces to suit the bigger display, Williams said, and the Digital Crown has been ‘overhauled’ to provide haptic feedback to the wearer

WHAT IS NEW IN THE APPLE WATCH SERIES 4?

Apple says its smartwatch range has become an indispensable part of the daily lives of millions of people across the world.

Jeff Williams, Apple Chief Operating Officer, unveiled the latest generation of the new smartwatch on-stage at a media event at the Steve Jobs Theatre.

Known as Apple Watch Series 4, the company claims the new wearable has been rebuilt from the ground-up.

The digital crown, which is used to scroll through lists, has been overhauled to include haptic feedback. The LTE red dot indicator is now a small ring.

Apple says the speaker included on the Apple Watch Series 4 is now 50 per cent louder thanks to a redesign.

The Apple Watch Series 4 has a 30 per cent larger display than its predecessor, with the screen now extending to the very edge of the device.

The updated Digital Crown now includes haptic feedback, offering a more mechanical and responsive feel through the sensation of incremental clicks

The updated Digital Crown now includes haptic feedback, offering a more mechanical and responsive feel through the sensation of incremental clicks

Apple says the OLED display curves around the edge of the wearable to ensure the physical footprint did not increase too much compared to previous generations.

The Watch will be available in two sizes — 40mm and 44mm.

For comparison, the previous generation Apple Watch range was available in 38mm and 42mm variations.

The larger display on the Series 4 allows the operating system, watchOS 5, to show more information through Apple’s built-in app complications.

These have been redesigned to include more information, including photographs of favourite contacts.

Powering the Apple Watch Series 4 is the custom dual-core 64-bit processor, known as the S4, which is designed and created by Apple. This is coupled with a new GPU.

According to the company, these internal improvements result in performance that is twice as fast as previous generations.

Jeff Williams, Apple's chief operating officer, speaks about the Apple Watch Series 4 at the Steve Jobs Theatre, during an event to announce new Apple products

Jeff Williams, Apple’s chief operating officer, speaks about the Apple Watch Series 4 at the Steve Jobs Theatre, during an event to announce new Apple products

A new built-in accelerometer and gyroscope track motion data eight times faster than Apple Watch Series 3.

These new sensors allow Apple to track unintentional falls for the first time.

The Apple Watch Series 4 analyses trajectory and detects when the wearer brings up their arms to protect themselves during a fall, surfacing a shortcut to quickly allow people to call for help.

If the smartwatch senses the wearer has been immobile for one minute, it will automatically initiate a call and send a message to your emergency contact.

Apple Watch Series 4 lets users take an ECG reading from the wrist using the new ECG app, which takes advantage of the electrodes built into the Digital Crown and new electrical heart rate sensor in the back crystal.

To take an ECG, users only need to open the app and put their fingers on the crown to take a reading. This takes around 30 seconds to complete.

It is the first ECG product to be offered to consumers over the counter.

It can classify whether the heart is beating in a normal pattern or whether there are signs of Atrial Fibrillation (AFib), a heart condition that could lead to major health complications.

All recordings, their associated classifications and any noted symptoms are stored in the Health app in a PDF that can be shared with physicians.

Apple Watch Series 4 lets users take an ECG reading from the wrist using the new ECG app, which takes advantage of the electrodes built into the Digital Crown 

Apple Watch Series 4 lets users take an ECG reading from the wrist using the new ECG app, which takes advantage of the electrodes built into the Digital Crown

Despite the larger display, and thinner profile, Apple says the Series 4 has the same 18-hour battery life as its predecessor.

‘We’re thrilled Apple Watch has become an essential part of people’s lives,’ said Jeff Williams, Apple’s chief operating officer.

‘The completely redesigned Apple Watch Series 4 continues to be an indispensable communication and fitness companion, and now with the addition of groundbreaking features, like fall detection and the first-ever ECG app offered directly to consumers, it also becomes an intelligent guardian for your health.’

Apple Watch Series 4 with GPS will start from $399, with pre-orders available on Friday September 14 2018. There is a version of the smartwatch with cellular connectivity that starts from $499 for the 40mm model.

Both new smartwatches will ship on September 21 2018.

The previous version of the Watch – known as Series 3 – will still be available from Apple priced at $279, the company says.

A third iPhone model made of cheaper materials with colourful cases, boasting a 6.1-inch LCD screen and known as the iPhone XR is also widely-tipped to launch.

This iPhone XR, which will be similar to the iPhone 5C, is expected to sell for $650 to $750 (£500 to £600), according to analysts.

The entry-level phone also is expected to lose the home button. Price cuts for older models, with the home button, are also likely.

The event was held at the Steve Jobs Theater in the firm's spaceship-like Apple Park headquarters in Cupertino, California at 10 a.m. PDT (1 p.m. ET)

The event was held at the Steve Jobs Theater in the firm’s spaceship-like Apple Park headquarters in Cupertino, California at 10 a.m. PDT (1 p.m. ET)

iPhone X (pictured above) was a dramatically redesigned model announced last September that dropped the home button and introduced facial-recognition to unlock the device

iPhone X (pictured above) was a dramatically redesigned model announced last September that dropped the home button and introduced facial-recognition to unlock the device

The iPhone XS: The two premium devices have 6.1 and 6.5inch OLED screens, it is believed. 9to5Mac says its images 'are not a mockup'

The iPhone XS: The two premium devices have 6.1 and 6.5inch OLED screens, it is believed. 9to5Mac says its images ‘are not a mockup’

The rumoured handset names – the iPhone XS, XS Max, and XR – were discovered in a hidden file that maps the contents of Apple site.

The ‘S’ suffix is something Apple has used in previous years to denote a handset with the same industrial design as its predecessor — but performance-focused updates inside the phone.

The iPhone XS Max will feature a larger 6.5-inch screen. All new iPhones will include the new A12 Bionic chip and iOS 12.

Leaked images claiming to show the final design of the device appear to show a new gold finish for the updated smartphone range.

‘Apple doesn’t have to prove anything, other than that they are willing to segment the market more,’ Technalysis Research chief analyst Bob O’Donnell said, while pointing out that the company will likely be ‘offering a wider array of choices.’

According to the latest rumours, the two OLED models will hit stores on September 21, 2018, while the cheaper LCD screen phone could be delayed until October.

The official invitation to the event (pictured above) which confirms the event will take place on September 12th at the Steve Jobs Theater at Apple's 'spaceship' HQ in Cupertino 

The official invitation to the event (pictured above) which confirms the event will take place on September 12th at the Steve Jobs Theater at Apple’s ‘spaceship’ HQ in Cupertino

URLs discovered in the official Apple sitemap — a directory of all the webpages on a website designed to keep search engines informed of the latest changes – has revealed the storage capacities of the new handsets.

These are listed alongside the iPhone XS, iPhone XS Max and iPhone XR names.

According to the leaks, the iPhone XR will be available in either 64GB, 128GB or 256GB models.

The iPhone XS and iPhone XS Max will instead ship in 64GB, 256GB or 512GB — the largest in-built storage ever shipped on an Apple-branded smartphone.

The official sitemap leak also reveals the colors of each model. As expected, the iPhone XS will ship in gold as well as the black and silver designs launched last year with the iPhone X.

However, the iPhone XR will be available in six different finishes, including Black, White, Red, Yellow, Coral, and Blue.

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