MacRumors

A new report out this morning by Bloomberg's Mark Gurman and Ian King takes a look into Apple's pricing strategy for the storage capacities on the iPhone XS and iPhone XS Max. Specifically, Bloomberg says that the biggest upsell for the iPhone XS and XS Max is the new 512GB storage option, which will help Apple make $241 more per iPhone than the 64GB option.

512GB is the highest storage capacity that Apple has yet to release on an iPhone, and the company charges customers a lot more for NAND storage chips than it pays suppliers. IHS Markit analyst Wayne Lam explains that storage costs Apple about 25 cents per gigabyte, and the company charges customers about 78 cents per gigabyte. Because of this, Lam says that storage "is absolutely the most profitable iPhone feature."

In research compiled by Bloomberg, the 64GB iPhone XS cost Apple $23.68 for the NAND storage specifically, the 256GB cost $66.24, and the 512GB cost $132.48. In terms of revenue, the 512GB storage option is estimated to make Apple $241 more per iPhone than the 64GB tier, an increase from $107 between the highest and lowest storage tiers in last year's iPhone X.

According to data from InSpectrum Tech, the market price of NAND flash memory is half of what it was a year ago, but Apple's storage tiers for the iPhone have not reflected these savings.

“Storage is one of their levers to create more revenue and is absolutely the most profitable iPhone feature,” says Wayne Lam, an analyst at researcher IHS Markit Ltd. Adding more isn’t much work for Apple, because it just means swapping a chip, he adds, “whereas when you increase the screen size, you have to completely re-engineer the phone.”

The 78¢-per-gig charge hasn’t budged since last year. Of course, Apple uses contracts to lock in the price of such components as Nand flash, so it may not be benefiting yet from recent price declines. So far, though, storage costs customers more on an iPhone than on, say, a Samsung Note 9. Samsung Electronics Co. charges 65¢ a gig to move from the 128GB Note 9 phone to the 512GB model.

With more storage, users can save more photos, videos, documents, music, movies, podcasts, books, and more on their iPhones, without having to worry about deleting old items for more space. Of course, Apple also offers iCloud storage at $0.99/month for 50GB, $2.99/month for 200GB, and $9.99/month for 2TB. This means that if a 512GB iPhone XS or XS Max user wants to back up most of the content on their device, they will need to opt for the $9.99/month option.

In terms of the prices for these new iPhones, which begin at $750 for the not-yet-released iPhone XR and increase to $1,449 for the 512GB iPhone XS Max, Apple CEO Tim Cook has said that the company is aiming to "serve everyone." In an interview with Nikkei, he explained that "if you provide a lot of innovation and a lot of value, there is a segment of people who are willing to pay for it," referring to the steeper prices of this year's iPhone XS and XS Max.

iFixit has completed a teardown of the Apple Watch Series 4, providing a look inside a larger 44mm model with LTE.

The repair experts believe that while the original Apple Watch was awkwardly layered together and used too much glue, the Series 4 lineup feels "much more thoughtfully laid out," likening it to the iPhone 5.

Apple pundit John Gruber has compared this to the leap in design brought by the iPhone 4, and we might even go a bit further and call it an iPhone 5: a device that knows its priorities, and wants to look as elegant inside as out.

At first glance, the internal design of Series 4 models looks more or less the same as previous models, with the battery and Taptic Engine taking up most of the space. Dig deeper, however, and the changes become evident.

Teardown highlights:

• 1.12Wh battery in the 44mm model, which is 20% less capacity than the 1.34Wh battery in 42mm-sized Apple Watch Series 3 models.
  

• A thinner and longer Taptic Engine, but iFixit says it still takes up a lot of space that could have gone to a larger battery.
  

• The barometric sensor may have been relocated to the speaker grille for access to the outside atmosphere. The sensor had its own dedicated hole beside the microphone on Apple Watch Series 3 models.
  

• The new Apple S4 chip is secured only with screws, whereas the processor is also "fiercely glued" in previous Apple Watch models.
  

• The golden ring is likely a streamlined antenna system, as iFixit says it has not seen the usual fiddly brackets or golden gaskets.
  

• The entire rear casing pops off more easily.
  

• The display is not only larger, but also thinner.

iFixit says the Apple Watch Series 4 is nearing iPhone levels of repairability, with the highly-glued display being the primary remaining obstacle. Beyond that, they say the battery is straightforward to replace.

All in all, the Series 4 received a "solid" 6/10 on iFixit's repairability scale, with 10 being the best possible score. That's the same repairability score iFixit gave the iPhone XS and XS Max in its teardown of those devices.

Update: A previous version of this article said Apple Watch Series 4 models have 4% more battery capacity, as iFixit mentioned, but that was based on comparing a 44mm Series 4 model with a 38mm Series 3 model. 44mm and 40mm Series 4 models actually have 20% less battery capacity compared to 42mm and 38mm Series 3 models respectively, although Apple says battery life remains up to 18 hours.

Apple is unlikely to produce original content that contains gratuitous sex, violence, profanity, or risqué storylines, according to a report published over the weekend by the Wall Street Journal.

The article cites several sources familiar with Apple's original programming plans who say Apple wants to avoid putting its name to anything that could risk tainting its wider brand image.

It also relates CEO Tim Cook's alleged reaction to watching Apple's first scripted drama, "Vital Signs," a semi-autobiographical tale of hip hop artist Dr Dre.

According to the paper's sources, Cook previewed the show and was "troubled" by scenes depicting drawn guns, sex and drug use, and reportedly told Apple Music executive Jimmy Iovine that Apple couldn't show it.

Across Hollywood and inside Apple, the show has become emblematic of the challenges faced by the technology giant as it pushes into entertainment. Apple earmarked $1 billion for Hollywood programming last year. But in the tone CEO Mr. Cook has set for it, whatever Apple produces mustn't taint a pristine brand image that has helped the company collect 80% of the profits in the global smartphone market.

Apple's entertainment team must walk a line few in Hollywood would consider. Since Mr. Cook spiked "Vital Signs," Apple has made clear, say producers and agents, that it wants high-quality shows with stars and broad appeal, but it doesn't want gratuitous sex, profanity or violence.

Apple's approach is in direct contrast to that of other streaming platforms, which have found great success in producing edgy content like HBO's "Game of Thrones" and Netflix's "House of Cards." However, Apple apparently feels it has more to lose if viewers are offended by its entertainment offering.

"As a consumer-product company, Apple is especially exposed if content strikes a sour note," said Preston Beckman, a former NBC and Fox programming executive who spoke to WSJ. "For Netflix, the only risk is that people don't subscribe. With Apple, you can say, 'I'm going to punish them by not buying their phone or computer.'"

Apple has hired former Sony Pictures TV executives Jamie Erlicht and Zack Van Amburg to head up the company's broader push into original video programming. Erlicht and Van Amburg have helped produce shows like "Better Call Saul," "The Crown," "Sneaky Pete," and more.

According to the report, Van Amburg and Erlicht have successfully pushed some edgier shows, including a series made by M. Night Shyamalan about a couple who lose a young child. However, Apple executives reportedly pushed for changes in the show because they didn't want content to venture into religious subjects or politics.

Similar concerns over keeping content "safe" have reportedly contributed to delays in Apple's original content streaming, which has been postponed twice and is now expected to launch in March 2019. However, one leading producer with projects at Apple expects the date to be pushed back yet further, according to the latest report.

Apple is known to have invested in at least 12 television shows so far. They include a new animated TV series called "Central Park" and an untitled morning show drama starring Jennifer Aniston and Reese Witherspoon. According to WSJ, however, the latter is delayed because of scheduling issues with Witherspoon.

Apple's original TV shows are expected to be distributed through a new video streaming service, which could also be bundled with an Apple Music subscription and a digital magazine and news subscription.

Following new iPhone releases, the devices are always subjected to a range of durability tests, and the iPhone XS and XS Max are no exception. Over the weekend, warranty company SquareTrade conducted several tests on the two new smartphones, checking Apple's claims of IP68 water resistance and more durable glass.

According to Apple, the iPhone XS and XS Max are using "the most durable glass ever in a smartphone" and have improved IP68 water resistance, meaning they can withstand water up to two meters deep for approximately 30 minutes.

In SquareTrade's tests, the two iPhones stood up well to liquids, but the more durable glass didn't prevent them from shattering when dropped.

It only took a single back down drop test from a six foot range onto a hard surface for the iPhone XS to shatter entirely, resulting in broken, loose glass across the back of the device. Like the iPhone X, the iPhone XS and XS Max feature glass on the front and back to enable wireless charging.

The result was the same for the iPhone XS Max, with back glass of the smartphone shattering after being dropped from a six-foot height. The stainless steel frames Apple uses for the iPhone XS and XS Max protected the two devices during a side drop test, but the face down drop test also resulted in breakage.

When dropped face down, the iPhone XS suffered a shattered and malfunctioning display, while the iPhone XS Max was impacted with hairline cracks and loose glass but still had a usable display.

After a 60 second tumble test, both the iPhone XS and the iPhone XS Max were covered in hairline cracks, scratches, and featured loose glass after the damage, and in a pressure-based bend test, the iPhone XS cracked at 250 pounds and the screen failed entirely.

SquareTrade also tested the water resistance of the iPhone XS and the iPhone XS Max in a novel way, using a 5-foot 30 minute dunk test in a tank filled with 138 cans of beer. Beer was the liquid of choice for the test because Apple mentioned beer resistance during the keynote when the two devices were announced.

Both the iPhone XS and XS Max survived the extended beer bath and were entirely operational afterwards, confirming Apple's water resistance claims.

SquareTrade assigned each iPhone a "Breakability Score" taking into account performance on each of the tests, as broken down in the image below. iPhone XS earned a Breakability Score of 86, classified as "high risk," while iPhone XS Max earned a Breakability Score of 70, classified as "medium risk."

All in all, SquareTrade believes the iPhone XS and XS Max are stronger than the iPhone X, but are still prone to breaking easily given that both devices shattered on the first drop during the drop test.

"We were super impressed with the iPhone XS Max, which is much stronger than its discontinued predecessor, the iPhone X. However, as with the iPhone X, our tests show the all-glass design of the iPhone XS and XS Max make them highly susceptible to cracking, particularly from drops, the most common cause of damage, said Jason Siciliano, vice president global creative director at SquareTrade.

"Repair costs for the new iPhones are expected to be around $399 to replace a front screen and $599 to replace a shattered back. Considering $599 was the cost of the most expensive version of the very first iPhone, repair costs are now something to consider when buying a new iPhone. They're beautiful phones. Just hang on tight."

As with the iPhone X, non-warranty repairs for Apple's all-glass devices are expensive. Without AppleCare+, getting the screen replaced on the iPhone XS costs $279, while a screen repair for the iPhone XS Max costs $329.

Damage to the back of the device falls under the "Other repairs" category, which costs $549 for the iPhone XS and $599 for the iPhone XS Max, making AppleCare+ or a sturdy case a good idea.

Apple Watch Series 4 has a new feature called Fall Detection, which uses the new next-generation gyroscope and accelerometer to detect a fall and provide options to contact emergency services if necessary.

As it turns out, Fall Detection is disabled for most users and will need to be manually enabled. In an Apple support document found by a Reddit user, Apple explains that Fall Detection only turns on automatically if you've set your age on Apple Watch or in the Health app and you're over 65 years old.

If you are not over age 65 and want to use Fall Detection, it will need to be enabled in the Emergency SOS section of the Apple Watch app.

Apple's support document also explains other aspects of the Fall Detection feature. When the Apple Watch Series 4 detects a "significant, hard fall" with Fall Detection enabled, it taps you on the wrist, sounds an alarm, and displays an alert.

From the options that display on the screen, you can select either "I fell but I'm OK," "I did not fall," or "Emergency SOS" to contact emergency services.

If the Apple Watch detects that you're moving, it will wait for a response, but if you're immobile for about a minute, it will begin a 15-second countdown before automatically calling emergency services and alerting emergency contacts that are set up in Medical ID in the Health app on iPhone.

Fall Detection in the Series 4 was tested over the weekend by multiple YouTube channels to see how the feature works and how hard of a fall is necessary to cause an alert.

Test falls onto softer surfaces like foam or carpet didn't seem to trigger the Fall Detection feature, but harder falls onto less forgiving surfaces did appear to work better. YouTube testers were not able to get the feature to trigger with each and every fall, suggesting there's some margin of error, which users should be aware of.

Apple says it gathered data from thousands of people over a period of time to create the Fall Detection algorithms, which are able to test both forward facing falls with wrists out and backward facing slips with wrists up.

Apple does warn in its support document that the Apple Watch Series 4 won't detect all falls, and also says that false positives are possible. "The more physically active you are, the more likely you are to trigger fall detection due to high impact activity that can appear to be a fall," reads the document.

Given the possibility of false positives for active adults, most people will likely want to leave this feature disabled, but it's a good idea to know how to turn it on if you may need it.

It's officially iPhone launch day, which means iPhone XS and iPhone XS Max models are in Apple retail stores and have been delivered to customers all around the world. The first pre-orders began arriving this morning in the United States and millions of customers now have the new devices.

We got our hands on one of the new iPhone XS Max models this morning to check out that huge new screen, the new 6.5-inch size, the camera improvements, and the faster internals.

The iPhone XS Max's display measures in at 6.5-inches, and it features the biggest screen that Apple's ever introduced. Size wise, the iPhone XS Max is a good bit larger than the iPhone X and XS, but it's smaller in size than the iPhone 8 Plus despite the bigger display. It's bigger than the iPhone X, and smaller than the latest Galaxy phone.

Though large, the iPhone XS Max feels surprisingly light in the hand, perhaps due to its thin 7.7mm body and clever weight distribution by Apple. The bigger display looks incredible, as should be no surprise, and it's amazing for watching videos, looking at photos, or playing video games.

Face ID is slightly faster in the iPhone XS Max thanks to the improved A12 Bionic chip and neural engine, and the camera, though using the same 12-megapixel dual-lens system as the iPhone X, has some internal improvements that produce noticeably better photos.

We'll be doing a much deeper dive into the camera and comparing it with the iPhone X camera so stay tuned for that, but suffice it to say the iPhone XS Max camera is a solid upgrade over the camera in the iPhone X.

The A12 processor is 15 percent faster than the A11, which isn't super noticeable, but it does result in much better battery life. iPhone XS Max lasts an hour and a half longer than the iPhone X.

Many Apple retail stores had iPhone XS and XS Max stock available for walk-in purchases this morning, and stock should be replenished regularly. Orders placed today on the website won't ship out until October, though, so the store is your best bet if you didn't pre-order.

Pricing on the iPhone XS starts at $999 and pricing on the iPhone XS Max starts at $1,099.

We're hearing from a number of readers over the past hour or so that Apple's retail stores are having problems completing in-store reservation pickups for the new iPhone and Apple Watch models. Multiple customers have been told there is a "global" issue affecting Apple's systems and we're hearing there are some long lines building up as customers wait for the issues to be resolved.

Some customers have reportedly been told to cancel their existing reservations and make walk-in purchases from available stock, while others are simply being told to wait things out while staff members discuss how to handle the situation.

We'll update this post if we hear more about the situation, but if you have an upcoming pickup window, you might want to be prepared for some delays.

Update: Apple's systems appear to be coming back online and reservation pickups are now being processed. There is, however, still a backlog of customers to work through.

Apple today began shipping the iPhone XS, iPhone XS Max, and Apple Watch Series 4 out to customers today, and customers have been eagerly awaiting their shipments today to get their hands on Apple's newest devices.

We picked up one of the new wrist-worn devices to see the design changes for ourselves and to provide a glimpse at the new device to MacRumors readers who are either awaiting their orders or who are still on the fence about making a purchase.

Apple Watch Series 4 has a little bit bigger footprint but is slightly thinner than Apple Watch Series 3, and the larger display (35% larger on the 40mm watch and 32% larger on the 44mm watch) is the first thing you'll notice about the updated models.

Yes, the Apple Watch no longer comes in 38 and 42mm sizes - it's 40 and 44mm now. In the video, the watch we're demonstrating is the larger 44mm model, but for those of you getting a 40mm model, it's worth noting that the 40mm screen is bigger than the screen of the original 42mm Apple Watch.

The new display of the Apple Watch Series 4 is a hugely welcome change because it offers up much more area for apps and complications on watch faces. Series 4 comes with a unique Infograph watch face and the new Vapor, Fire/Water, and Liquid Metal watch faces were built for the device and fill up the entire screen.

Inside, the Apple Watch Series 4 has a new S4 chip that's twice as fast as the S3 chip in the Series 3, and the back of the device has been improved with a black ceramic and sapphire crystal backing. All Apple Watches now have this feature, which improves cellular connectivity by allowing radio waves to penetrate the front and back.

Stainless steel Series 4 models are using sapphire glass, which is resistant to scratching from everyday wear, while all aluminum models continue to offer Ion-X glass, which isn't quite as scratch resistant.

New this year is a gold shade, which matches well with the new gold color available for the iPhone XS and the iPhone XS Max. Apple has also introduced an ECG feature, but it can't be tested because it's not rolling out until later this year.

Apple Watch Series 4 models sold out quickly after pre-orders began on September 14, and orders placed today won't ship out until October.

Did you get a new Apple Watch Series 4? Let us know what you think in the comments.

As it did for the iPhone X last year, Apple today shared a Guided Tour of the iPhone XS, iPhone XS Max, and iPhone XR on its YouTube channel, walking through some of the biggest features on the trio of devices.

The five-minute video provides an overview of various swiping gestures for navigating iOS 12, Face ID authentication, Portrait Mode with Depth Control, Dual SIM functionality, Memoji, group FaceTime, and more. As always, the Guided Tour is primarily targeted towards new users, but it has helpful tips for all.

The video is especially useful for those who have not used an iPhone X, and are upgrading directly to the iPhone XS, iPhone XS Max, or iPhone XR, as the lack of a home button can take a bit of getting used to.

Apple has used Guided Tours to help users adjust to new devices for years, including the original iPhone in 2007, the original iPad in 2010, and the original Apple Watch in 2015. Apple also has and will be uploading how-to videos about the iPhone XS, iPhone XS Max, and iPhone XR to its Apple Support channel on YouTube.

Apple has shared a new Apple Watch Series 4 ad on its YouTube channel, promoting its fitness-related features.

The 30-second video, titled "Better You," shows a person and several of his doppelgängers running and swimming with the Apple Watch Series 4. The ad ends with the tagline "there's a better you in you."

"Introducing Apple Watch Series 4," the video description says. "Fundamentally redesigned and re-engineered to help you stay even more active, healthy and connected. It's all new. For a better you."

The ad has also been added to the Apple Watch — Films and Ads page on Apple.com.

Update: Apple has also shared How to Measure Your Heart Rate, How to Start an Activity Competition, and How to Make a Call on Apple Watch Series 4.

More ads and how-tos are likely to follow.

Apple has emailed some customers who had an iPhone XS or iPhone XS Max scheduled for in-store pickup at an Apple Store today. The email says their orders "will not be ready for pickup" during their specified check-in time due to "last minute logistical issues," according to several MacRumors readers.

As a fluid situation, it's unclear how many customers are affected, how long orders may be delayed, or what the logistical issues are. We reached out to Apple for clarification, but didn't receive any new information to share.

It's certainly possible Apple may have enough in-store stock remaining later in the day to fulfill some or all of the delayed pickup orders.

There is some evidence to support last-minute logistical issues. Yesterday, some customers saw their order status updated to "Shipment to Hold" on Apple.com, while UPS indicated that some orders originally scheduled for Friday, September 21 delivery would be postponed until Monday, September 24.

For the most part, however, it seems iPhone deliveries are on schedule. MacRumors was informed that "Shipment to Hold" statuses were erroneous, while many UPS order delivery estimates have returned to Friday, September 21.

Still, it's possible that some percentage of iPhone XS and iPhone XS Max shipments from China have not arrived to Apple Stores in time for today's launch, but our guess is as good as anyone's at this point. Apple apologizes in its email and says it is "working quickly to resolve the issue."

Apple says it will alert customers via email as soon as their orders are ready for pickup:

Important update to your Apple pickup order

Thank you for your recent order with the Apple Store. We know you're excited to pick up your new product.

Unfortunately, due to some last minute logistical issues, your order will not be ready for pickup during your check-in time.

As soon as your order is ready for pickup, we'll let you know via email.

We apologize for the delay in getting your new product into your hands. We're working quickly to resolve the issue.

Apple

Apple Stores and authorized resellers may still have the iPhone XS, iPhone XS Max, and Apple Watch Series 4 available to purchase in limited quantities for walk-in customers today, as an alternative solution. Online pre-orders can be returned to any Apple Store within 14 days of delivery.

As customers around the world begin getting their hands on the brand new iPhone XS, XS Max, and Apple Watch Series 4, Apple and CEO Tim Cook today shared images from the September 21 launch.

Cook started the morning by tweeting four images of customers in Apple's retail stores interacting with the Apple Watch Series 4 and iPhone XS, saying that he's thrilled for users to finally be able to try out the devices on their own.

Apple Stores globally open at 8:00 a.m. local time to allow customers to pick up their reserved devices and make walk-in purchases, and Apple posted pictures of customers at Apple Stores in Singapore, Japan, and Sydney.

The images shared by Apple depict a line of hundreds of people waiting outside Apple Orchard Road in Singapore, and a few show customers inside once the store opened, with their new iPhone XS and Apple Watch Series 4 devices in hand.

Apple Kyoto in Japan was busy as well, with many customers seen trying on the Apple Watch Series 4 in numerous styles.

In Sydney, Australia, Apple shared a glimpse into the pre-launch preparations performed by employees in the store ahead of customers' arrival.

As usual, customers in New Zealand and Australia were the first to receive their iPhone XS, XS Max, and Apple Watch pre-orders due to the time zone differences. As the day moves on, United States users waiting outside Apple Stores will be able to begin purchasing the new devices at 8:00 a.m. local time, and deliveries will occur throughout the day.