MacRumors

Apple is now accepting pre-orders for the new iPhone XS and XS Max models through its online storefront and through the Apple Store app.

Available in 5.8 and 6.5-inch screen sizes, the iPhone XS and XS Max feature super sharp edge-to-edge OLED displays with support for Dolby Vision, HDR 10, and Wide Color.

Design wise, the new smartphones look like the iPhone X with stainless steel frames and glass bodies, but there's a new gold color option, improved IP68 waterproofing, and the internals have been upgraded. The new iPhones are equipped with the A12, which is faster and more efficient than the A11.

Face ID unlocking is faster than before, and the dual-lens camera system has been upgraded with a bigger sensor for sharper, crisper photos in low light, plus there's a new Smart HDR feature that brings out more detail in images and a new Depth Control option that allows for adjustable depth of field.

Pre-orders are available in first wave launch countries including Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Guernsey, Hong Kong, Ireland, Isle of Man, Italy, Japan, Jersey, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, Taiwan, the UAE, UK, US and US Virgin Islands.

All of the major U.S. carriers -- Verizon, AT&T, Sprint, and T-Mobile -- are accepting pre-orders for the new devices, as are many other carriers around the world. Major online retailers including Best Buy and Target are also accepting pre-orders starting today.

Pricing on the iPhone XS begins at $999 for 64GB of storage, with 256GB of storage priced at $1149 and 512GB of storage priced at $1349. iPhone Upgrade Program customers will be able to get the iPhone XS starting at $49.91 per month.

Pricing on the iPhone XS Max begins at $1099 for 64GB of storage, with 256GB of storage priced at $1249 and 512GB of storage priced at $1449. iPhone Upgrade Customers will be able to purchase the iPhone XS Max starting at $54.08 per month.

In the United States, customers can purchase iPhone XS and iPhone XS Max models from any of the four major carriers using Apple's site, or choose a SIM-free version. That SIM-free models are available suggests supplies are plentiful, but it's still always a good idea to place orders early.

Customers who successfully place an order for launch day delivery can expect to begin receiving their devices starting on Friday, September 21, the official launch date for the iPhone XS and XS Max.

Alongside the iPhone XS and iPhone XS Max, the Apple Watch Series 4 is now available for pre-order from Apple's online storefront and through the Apple Store app.

Apple Watch Series 4 marks the first ever design change for the Apple Watch since its debut, with the new models offering displays that are up to 30 percent larger along with a smaller, thinner case. The new models are available in 40 and 44mm size options, up from 38 and 42mm.

Several new watch faces have been designed for the Apple Watch Series 4 to take advantage of the additional screen real estate, and all models now use black ceramic and sapphire crystal backing for better cellular service.

Haptic feedback has been built into the Digital Crown, which is also equipped with electrodes to enable a new feature that lets the watch take an electrocardiogram (ECG) reading. Inside, the Apple Watch Series 4 is equipped with a faster, more efficient S4 chip and a next-generation accelerometer and gyroscope enable fall detection. Despite the new features, Series 4 models continue to offer "all-day" 18-hour battery life.

Pre-orders for the cellular Apple Watch Series 4 models are available in Australia, Canada, China, Denmark, France, Germany, Hong Kong, Italy, Japan, Singapore, Spain, Sweden, Switzerland, the UAE, UK and US.

Non-cellular Apple Watch Series 4 models are available for pre-order in Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Guernsey, Hong Kong, Ireland, Italy, Japan, Jersey, Luxembourg, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, the UAE, UK, US and US Virgin Islands.

Major U.S. carriers - Verizon, AT&T, Sprint, and T-Mobile - are accepting pre-orders for the LTE Apple Watch Series 4 models, as are other carriers around the world. Major online retailers including Best Buy and Target are also accepting pre-orders starting today.

Supplies of the Apple Watch Series 4 could potentially be limited and the device may be in high demand given that it's a major upgrade over the Series 3, so customers interested in launch-day delivery should order as soon as possible.

Apple Watch Series 4 models are available in Silver, Space Gray, and Gold in both aluminum and stainless steel. Apple is offering multiple configurations and band options for the Series 4, with a full list of options available here.

The first Apple Watch Series 4 pre-orders are expected to arrive to customers on Friday, September 21, the official launch date for the device. Nike+ Series 4 models are available for pre-order today but won't be shipped out to customers until October 5.

Apple has taken its online storefront down in order to prepare for pre-orders for the iPhone XS, iPhone XS Max, and Apple Watch Series 4, with orders set to launch at 12:01 a.m. Pacific Time or 3:01 a.m. Eastern Time on Friday, September 14 in the United States.

In other countries, pre-order times will vary based on local time zone. Pre-orders will kick off at 5:01 p.m. in Sydney, for example, 3:01 p.m. in China, and 8:01 a.m. in the UK. For details on when pre-orders go live in your country, make sure to check out our post that lists all of the pre-order times.

Apple will plans to accept pre-orders through the Apple website and the Apple Store app. T-Mobile, AT&T, Sprint, and Verizon will all be accepting pre-orders for the iPhones and cellular Apple Watch Series 4 models in the U.S., as will major retailers like Target and Best Buy.

Pre-orders for iPhone XS and XS Max will be available from Apple at 12:01 a.m. PT in the following first wave launch countries: Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Guernsey, Hong Kong, Ireland, Isle of Man, Italy, Japan, Jersey, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, Taiwan, the UAE, UK, US and US Virgin Islands.

Pre-orders for the cellular Apple Watch Series 4 models will be available in Australia, Canada, China, Denmark, France, Germany, Hong Kong, Italy, Japan, Singapore, Spain, Sweden, Switzerland, the UAE, UK and US.

Because it's not clear whether Apple has adequate supply of iPhone XS, XS Max, and Apple Watch Series 4 models, customers hoping to get one of the new devices on launch day should order as early as possible. We haven't heard word of shortages, but it's still always best to order as soon as you can.

The iPhone XS and XS Max, which are priced starting at $999 and $1099, respectively, are available in 64, 256, and 512GB configurations in Silver, Gold, and Space Gray.

Apple Watch Series 4 GPS-only models start at $399, while Apple Watch Series 4 models with GPS and LTE start at $499. Apple Watch Series 4 will be available in Silver, Gold, and Space Gray aluminum and stainless steel.

The first Apple Watch Series 4, iPhone XS, and iPhone XS Max orders placed today are expected to be delivered on Friday, September 21, the official launch date for the devices.

Pre-orders for the iPhone XR are not set to go live until October 19, so customers who prefer Apple's lower-cost device will need to wait until then to make a purchase.

If you missed Apple's "Gather Round" event yesterday or if you just want to rewatch, the event video in its entirety is now available from Apple's YouTube channel, in addition to the Apple Event website.

Three new iPhones made an appearance, including the high-end flagship OLED iPhone XS and XS Max in 5.8 and 6.5-inch screen sizes and the new lower-priced iPhone XR, which features an LCD display and six color options.

Apple also unveiled new Apple Watch Series 4 models with bigger displays, slimmer bodies, a faster S4 chip, a haptic Digital Crown, and support for taking electrocardiogram (ECG) readings.

If you don't want to watch Apple's full video, take a look at our recap, which covers all of the major features you need to know in just six minutes.

Apple still has multiple products on the horizon that did not make a debut at the September event, which suggests we may also get an October event where the company launches new Macs and iPad Pro models.

Apple's chief designer, Jony Ive, recently discussed this week's reveal of the Apple Watch Series 4 with The Washington Post, stating that "Every bone in my body tells me this is very significant."

Ive's comment references new health-related features in the Apple Watch Series 4, including the ability to detect if you've fallen down and a new feature that lets you take an ECG measurement -- the first time that’s been possible in a wrist-worn device. In the interview, the designer further states that the new watch "will be a more marked tipping point in understanding and adoption of the product."

According to Ive, Apple plans to focus on further separating the Apple Watch from the iPhone in the future, in addition to increasing the reliability of internet and cellular connectivity.

Ive won’t give away how Apple wearables could spiral beyond the watch, though company watchers expect an augmented reality device could be in the works. He hints that the watch, on the other hand, could evolve in the years to come.

“The clues for the future are when you can have a high degree of confidence that you personally are connected to the Net — not your phone, you,” said Ive. Sporting a new watch with a white rubberized band, Ive said the gadget has helped him lessen his dependence on his phone.

Ive says that he became "zealous" about the Apple Watch following the thousands of user letters sent to the company, in which people describe how the wearable saved their life. These life-saving Apple Watch stories have grown frequent in the years since Apple debuted the Apple Watch in 2015, with many referencing the device's ability to pick up on abnormal heart patterns and others using the Apple Watch's emergency 911 feature.

“I’m so zealous about the watch because I see it as making a material difference to people’s quality of life and actually their ability to be alive,” Ive said.

Ive also mentions that the increased display area of Apple Watch Series 4 is beneficial to users who want to reduce the screen time on their iPhones. Ive says that while the Series 4 displays are bigger, they aren't so expansive that you'll become sucked into a social media spiral.

“The screen size isn’t so expansive that you somehow feel you’ll fill every minute browsing whatever you browse, whether it’s your social media, ” said Ive. He added: “It addresses that functional imperative of being able to be in touch. ”

We've got plenty of other Apple Watch Series 4 coverage for those looking for more information on the device, including an announcement post, hands-on, breakdown of every Series 4 collection, and comparison to the Series 3. Those interested will be able to pre-order Apple Watch Series 4 -- as well as the iPhone XS and XS Max -- beginning at 12:01 a.m. PDT on September 14.

The all-new Apple Watch Series 4 is just hours from being available for pre-order, with orders opening on Apple.com at 12:01 a.m. PDT on September 14. If you're still on the fence about jumping to the new generation, this post should help you discern all of the pros and cons between sticking with your Apple Watch Series 3 or going with the upgraded Apple Watch Series 4.

Display

Perhaps the first thing you'll notice about the Series 4 is its bigger display, which is up to 35 percent larger than the Series 3. Specifically comparing the larger 42mm Series 3 and 44mm Series 4 models, the Series 3 has a 740 sq mm display area while the Series 4 has a 977 sq mm display area. This means that the 44mm Series 4's display is 32 percent larger than the 42mm Series 3.

Likewise for the smaller models, the 38mm Series 3 has a 563 sq mm display area, compared to the 40mm Series 4 with a 759 sq mm display area. This results in a 35 percent display size increase between generations. In essence, this means that the Series 4 packs more screen into what is nearly the same package as the Series 3, with slimmer bezels that are somewhat visually similar to the rounded corners of the iPhone X and iPhone XS.

The increased display area also results in increased resolution, with the 44mm Series 4 including 368x448 pixels, compared to 312x390 on the 42mm Series 3. The 40mm Series 4 has 324x394 pixels, while the 38mm Series 3 has 272x340 pixels. Thanks to all of these changes, app icons and fonts are now bigger and easier to read as well.

Case Size

Although the display sizes have been increased, there are minimal changes to the actual size of the cases for Apple Watch Series 4, despite the new measurements. 38mm in Series 3 and prior has become 40mm, and 42mm in Series 3 and prior has become 44mm, with both of these numbers representing the height of the Apple Watch Series 4 case.

This is a change that shouldn't be too noticeable, unless you're comparing the Series 4 with a previous generation model side-by-side. And don't worry about this update affecting your current band collection, as Apple made it clear during yesterday's keynote that all previous Apple Watch bands will fit with the Series 4 case.

Looking at the thinness, Apple Watch Series 4 is just under 1mm slimmer compared to Series 3. Series 4 measures in at 10.7mm thin, compared to 11.4mm thin for Series 3.

Processor

As expected with an Apple update, the Series 4 has received a beefed up processor in the form of the 64-bit dual-core S4 processor.

Apple says that this is up to two times faster than the S3 processor found on the Series 3, enabling the Series 4 to be speedier when opening apps and performing other functions.

Watch Faces

Exclusive to Apple Watch Series 4 are a collection of watch faces that take advantage of the enlarged displays to showcase as many as eight complications.

These complications have been enhanced to be more precise and provide more information, thanks to the increased display area.

There are also a few watch faces that will uniquely react to the edges of the Series 4's display, like Vapor, Liquid Metal, and Fire and Water.

Health

For the first time in a wearable device, you'll be able to take a full ECG reading on Apple Watch Series 4. Using electrodes built into the Digital Crown and a new electrical heart rate sensor in the back crystal, an included ECG app will perform a reading when you touch the Digital Crown and hold it for 30 seconds.

The app can classify if your heart is beating in a normal pattern or if there are signs of Atrial Fibrillation, which could hint at potential health complications. You'll be able to save your ECG recordings in the iOS Health app and create a PDF to share with your doctor. While Apple Watch has always been able to track your heart rate, the ECG app is a major update to Apple's wearable line.

The ECG app will be added to Apple Watch Series 4 later this year, and will only be available to customers in the United States at launch.

Tidbits

Below you'll find a quick list of features that are new and exclusive to Apple Watch Series 4, which are unavailable on Series 3 and prior devices. We've also listed everything that hasn't changed further down, one notable constant being 18-hour battery life.

Changes between Series 3 and Series 4:

• Series 4 now includes haptic feedback on the Digital Crown
• The black ceramic and sapphire crystal back allows radio waves to easily pass through Series 4 for better cellular service
• The speaker on Series 4 is 50 percent louder
• Apple has relocated the microphone so that it reduces echo for better sound quality on the receiving end of phone calls
• With a new accelerometer and gyroscope, Series 4 can detect if you fall down and ask if emergency services should be alerted
• The improved accelerometer can measure up to 32 g-forces, increased from up to 16 g-forces on Series 3
• Series 4 has Apple's new W3 wireless chip instead of the previous generation W2
• Connectivity improvements also include new Bluetooth 5.0, up from 4.2 on Series 3
• Now all models have 16GB storage capacities, instead of just GPS + Cellular on Series 3
• Second-generation optical heart sensor

No changes between Series 3 and Series 4:

• Built-in rechargeable lithium ion battery with an 18-hour battery life
• GPS, GLONASS, GALILEO, and GZSS
• LTE and UMTS on GPS + Cellular models
• 802.11b/g/n 2.4GHz Wi-Fi
• Barometric altimeter
• Water resistance up to 50 meters
• Ambient light sensor
• Force Touch
• Display with 1,000 nits brightness
• Magnetic charging cable and USB power adapter included

If you're interested, Apple Watch Series 4 pre-orders will kick off at 12:01 a.m. PDT on September 14. Our pre-order post can help you figure out when pre-orders go up for you if you're in a different time zone. We also went hands-on with Apple Watch Series 4 after yesterday's "Gather Round" event, which you can read here.

Pre-orders for the iPhone XS, XS Max, and Apple Watch Series 4 will kick off on Friday, September 14 at 12:01 a.m. Pacific Time, allowing customers to purchase one of Apple's newly announced devices.

Apple is planning to make the new devices available in multiple countries around the world simultaneously, so we've created a list of when pre-orders will kick off all around the world.

We haven't listed every time zone for every country, such as in Canada, Russia, and the United States, so make sure to double check your specific time zone so you're certain you know the exact time that pre-orders will kick off. A time zone converting website is a useful tool for confirming accurate pre-order times.

Rumors have not suggested that supplies of the iPhone XS and XS Max will be constrained, but it is always best to pre-order as soon as possible if you're aiming to get a new device on launch day.

We also haven't heard rumors about Apple Watch Series 4 supply, but given that this year introduces major changes like larger displays and ECG functionality, available supply could go quickly.

iPhone XS and XS Max pre-orders are available September 14 in first wave launch countries including Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Guernsey, Hong Kong, Ireland, Isle of Man, Italy, Japan, Jersey, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, Taiwan, the UAE, UK, US and US Virgin Islands.

Pre-orders for the cellular Apple Watch Series 4 models are available in Australia, Canada, China, Denmark, France, Germany, Hong Kong, Italy, Japan, Singapore, Spain, Sweden, Switzerland, the UAE, UK and US.

Non-cellular Apple Watch Series 4 models are available for pre-order in Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Guernsey, Hong Kong, Ireland, Italy, Japan, Jersey, Luxembourg, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, the UAE, UK, US and US Virgin Islands.

The first pre-orders for new iPhone and Apple Watch models will arrive on Friday, September 21, the official launch date for the iPhone XS, XS Max, and Apple Watch Series 4.

The debut of new Apple Watch models every year brings an assortment of non-customizable collections, which bundle in one case finish (Stainless Steel or Aluminum) with one band. If you're interested in the new Apple Watch Series 4, you'll have to purchase one of these collections in order to get the advantages of the Series 4's new and bigger display, thinner size, ECG monitor, and more.

Because of this, picking a specific model can be difficult, so we've decided to take a look at every Apple Watch Series 4 option that will be up for pre-order starting September 14 at 12:01 a.m. PDT. Prices are taken from Apple.com in the United States.

Regarding the new 40mm and 44mm case sizes, Apple has slightly increased the height of the Series 4 cases and updated the size options to reflect that change. As a rule of thumb, if you've worn 38mm Apple Watches in the past, go for 40mm in Series 4, and if you've previously worn 42mm cases, then the 44mm Series 4 should fit you well. All previous generation Apple Watch bands will fit with Apple Watch Series 4.

Aluminum Case

• Silver with White Sport Band (GPS) - $399 for 40mm / $429 for 44mm
• Silver with White Sport Band (GPS + Cellular) - $499 for 40mm / $529 for 44mm
• Silver with Seashell Sport Loop (GPS) - $399 for 40mm / $429 for 44mm
• Silver with Seashell Sport Loop (GPS + Cellular) - $499 for 40mm / $529 for 44mm

• Gold with Pink Sand Sport Band (GPS) - $399 for 40mm / $429 for 44mm
• Gold with Pink Sand Sport Band (GPS + Cellular) - $499 for 40mm / $529 for 44mm
• Gold with Pink Sand Sport Loop (GPS) - $399 for 40mm / $429 for 44mm
• Gold with Pink Sand Sport Loop (GPS + Cellular) - $499 for 40mm / $529 for 44mm

• Space Gray with Black Sport Band (GPS) - $399 for 40mm / $429 for 44mm
• Space Gray with Black Sport Band (GPS + Cellular) - $499 for 40mm / $529 for 44mm
• Space Gray with Black Sport Loop (GPS) - $399 for 40mm / $429 for 44mm
• Space Gray with Black Sport Loop (GPS + Cellular) - $499 for 40mm / $529 for 44mm

Stainless Steel Case

• Silver with White Sport Band (GPS + Cellular) - $699 for 40mm / $749 for 44mm
• Silver with Milanese Loop (GPS + Cellular) - $799 for 40mm / $849 for 44mm

• Gold with Stone Sport Band (GPS + Cellular) - $699 for 40mm / $749 for 44mm
• Gold with Gold Milanese Loop (GPS + Cellular) - $799 for 40mm / $849 for 44mm

• Space Black with Black Sport Band (GPS + Cellular) - $699 for 40mm / $749 for 44mm
• Space Black with Space Black Milanese Loop (GPS + Cellular) - $799 for 40mm / $849 for 44mm

Nike+ Aluminum

• Silver with Pure Platinum/Black Nike Sport Band (GPS) - $399 for 40mm / $429 for 44mm
• Silver with Pure Platinum/Black Nike Sport Band (GPS + Cellular) - $499 for 40mm / $529 for 44mm
• Silver with Summit White Nike Sport Loop (GPS) - $399 for 40mm / $429 for 44mm
• Silver with Summit White Nike Sport Loop (GPS + Cellular) - $499 for 40mm / $529 for 44mm

• Space Gray with Anthracite/Black Nike Sport Band (GPS) - $399 for 40mm / $429 for 44mm
• Space Gray with Anthracite/Black Nike Sport Band (GPS + Cellular) - $499 for 40mm / $529 for 44mm
• Space Gray with Black Nike Sport Loop (GPS) - $399 for 40mm / $429 for 44mm
• Space Gray with Black Nike Sport Loop (GPS + Cellular) - $499 for 40mm / $529 for 44mm

Hermès Stainless Steel (all GPS + Cellular)

• Silver with Bordeaux/Rose Extrême/Rose Azalée Swift Leather Single Tour - $1,249 for 40mm only
• Silver with Indigo/Crai/Orange Swift Leather Single Tour - $1,299 for 44mm only
• Silver with Fauve Barenia Leather Single Tour - $1,249 for 40mm / $1,299 for 44mm
• Silver with Bleu Indigo Swift Leather Single Tour - $1,299 for 44mm only

• Silver with Indigo/Craie/Orange Swift Leather Double Tour - $1,399 for 40mm only
• Silver with Bordeaux/Rose Extrême/Rose Azalée Swift Leather Double Tour - $1,399 for 40mm only
• Silver with Bleu Indigo Swift Leather Double Tour - $1,399 for 40mm only
• Silver with Fauve Barenia Leather Double Tour - $1,399 for 40mm only

Alongside the collections, Apple has a number of new and sold-separately Apple Watch bands up for sale. New colors for the Fall 2018 band collection include Nectarine, Blue Horizon, and Lavender for Sport Band; Cape Cod Blue, Nectarine, Hibiscus, Storm Gray, and Indigo for Sport Loop; Peony Pink, Forest Green, Cape Cod Blue, and Ruby (PRODUCT)Red for Modern Buckle; and Forest Green and Cape Cod Blue for Leather Loop.

You can also purchase the new color blocked Hermès bands individually, starting at $339 for Single Tour and $489 for Double Tour. The new Gold Milanese Loop can be purchased on its own as well, available for $149. Head to Apple.com to check out all of these new Apple Watch bands.

In terms of pre-order dates, all models of the Apple Watch Series 4 will be up for pre-order beginning at 12:01 a.m. PDT on September 14. One week later on September 21, all Series 4 models except Nike+ will launch and begin arriving to pre-order customers.

While Apple Watch Nike+ pre-orders will also take place on September 14, the models will not officially launch until Friday, October 5. According to Apple's press release, these will also face "limited availability" on that date.

On launch day, Apple Watch Series 4 (GPS) will be available in the United States, United Kingdom, Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Guernsey, Hong Kong, Ireland, Italy, Japan, Jersey, Luxembourg, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, the UAE, and US Virgin Islands.

One week later on September 28, the GPS model will expand to Bahrain, Croatia, Czech Republic, Greece, Guam, Hungary, Iceland, Kazakhstan, Kuwait, Macau, Monaco, Oman, Poland, Qatar, Romania, Russia, Slovakia and South Africa.

The GPS + Cellular model will be available in the U.S., UK, Australia, Canada, China, Denmark, France, Germany, Hong Kong, Italy, Japan, Singapore, Spain, Sweden, Switzerland, and the UAE. Other countries will be added later this year.

MacRumors will have coverage of pre-orders for Apple Watch Series 4, iPhone XS, and iPhone XS Max as Apple.com goes live with the new devices at 12:01 a.m. PDT on September 14, so be sure to check back to our front page for all the latest details as you wait to place your orders.

At an event in Cupertino yesterday, Apple announced three new iPhone models: the iPhone XS, iPhone XS Max, and iPhone XR. Prices for the iPhones start at $749 for the iPhone XR in 64GB, and increase to as much as $1,449 for the iPhone XS Max in 512GB, which represents Apple's most expensive iPhone to date.

Commenting on this price range in an interview with Nikkei today, Apple CEO Tim Cook said, "We want to serve everyone." Apple introduced the iPhone XR at a cheaper price point so that customers who wanted the advantages of the iPhone X line -- Face ID, an edge-to-edge screen -- could find them on a lower-cost iPhone.

"We want to serve everyone," Cook said in an interview with Nikkei. "We understand that there is a wide range of what customers are looking for and a wide range of prices that people will pay."

Likewise, the iPhone XS Max represents Apple's biggest iPhone yet, and serves the customers who enjoyed the features of the 2017 iPhone X, but wished it came in a larger size.

"We always thought ... 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," Cook said. "For us, it's a large enough group of people that we can make a reasonable business out of it."

Apple will also still sell the previous generation iPhone 7 and iPhone 8, at new lower prices. The iPhone 7 will now start at $449 in 32GB and increase to as much as $669 for the iPhone 7 Plus in 128GB. The iPhone 8 will start at $599 in 64GB and rise to $849 for the iPhone 8 Plus in 256GB.

Discussing the iPhone in general, Cook says that, "The role of the iPhone has become much larger in people's lives," and that will justify the price of the devices for many customers.

Those interested will be able to pre-order their iPhone XS or iPhone XS Max beginning tomorrow, September 14, and the smartphones will then launch on September 21 in over 30 countries and territories. The iPhone XR will go up for pre-order in about a month, on Friday, October 19, and then launch on October 26.

In addition to the iPhone, Apple yesterday also announced the Apple Watch Series 4 with a 30 percent larger display, thinner body, ECG reader, fall detection, and more. Similar to iPhone XS, Apple Watch Series 4 pre-orders will go up on September 14 and the smartwatch will launch on September 21.

Global shipments of Apple's new iPhone lineup should exceed 85 million units in the second half of the year, according to research conducted by DigiTimes, with the more budget-friendly iPhone XR expected to account for over half of all sales.

Shipments of the LCD-based 6.1-inch iPhone XR are expected to account for over 50 percent of combined shipments of the new three models being released, although the availability of the iPhone XR will come on October 26 compared to September 21 for iPhone Xs and Xs Max.

Total iPhone shipments – including older-generation models – are expected to top 127 million units in the second half of 2018, representing "modest growth" for the tech giant's mobile business. Meanwhile, Apple's total smartphone revenue is likely to reach nearly $100 billion in the second half of the year, which is a 10 percent increase compared to the previous year.

The estimates for the new iPhone XS, XS Max and XR are said to be based on supply chain information, combined with Apple's annual sales and the average selling prices over previous years.

Apple's lower-spec iPhone XR features an edge-to-edge "Liquid Retina" LCD display with wide color and True Tone support, and the same all-screen design as the OLED-based iPhone Xs and Xs Max, but with an aluminum frame instead of stainless steel.

Other downgrades from the iPhone XS that make the XR cheaper include a single-lens rear facing camera instead of the dual lens on the XS, and a lack of 3D Touch support.

It comes in White, Black, Blue, Coral, Yellow, and (PRODUCT)Red colors, and will be available in 64GB, 128GB and 256GB models. Pre-orders for Apple's new smartphones begin on Friday, September 14, ahead of an official launch a week later on Friday, September 21 in over 30 countries and territories.