Apple Shows Off Three New iPhones

The new iPhone XR features six different finishes.

Apple, the most valuable company in the world, announced three new versions of its cash-cow iPhones in an event at Steve Jobs Theater on the new headquarters campus.

The 5.8-inch iPhone Xs and 6.5-inch iPhone Xs Max feature stunning Super Retina displays, a faster and improved dual camera system that offers breakthrough photo and video features, the first 7-nanometer chip in a smartphone — the A12 Bionic chip with next-generation Neural Engine — faster Face ID, wider stereo sound, a new gold finish and introduce Dual SIM to iPhone. iPhone Xs and iPhone Xs Max will be available for pre-order beginning Friday, September 14 and in stores beginning Friday, September 21.

Apple also announced iPhone XR, integrating breakthrough technologies from iPhone XS in an all-screen glass and aluminum design with the most advanced LCD in a smartphone featuring a 6.1-inch Liquid Retina display and six different finishes. iPhone XR brings the A12 Bionic chip with next-generation Neural Engine, the TrueDepth camera system, Face ID and an advanced camera system that creates dramatic portraits using a single camera lens. iPhone XR will be available to pre-order beginning Friday, October 19 and in stores beginning Friday, October 26.

“iPhone Xs is packed with next-generation technologies and is a huge step forward for the future of the smartphone. Everything is state of the art including the industry-first 7-nanometer A12 Bionic chip with 8-core Neural Engine, faster Face ID and an advanced dual camera system that shoots Portrait mode photos with Smart HDR and dynamic depth of field,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “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.”

iPhone Xs and iPhone Xs Max will be available in 64GB, 256GB and 512GB capacity models in space gray, silver and a new gold finish starting at $999 and $1,099, respectively.

Customers will be able to pre-order iPhone Xs and iPhone Xs Max beginning Friday, September 14, with availability beginning Friday, September 21, in more than 30 countries and territories 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.

“iPhone XR helps us reach even more people with the latest iPhone innovations. It is packed with the newest technologies including a 6.1-inch Liquid Retina display that goes edge to edge, the latest TrueDepth camera with faster Face ID authentication, new 7-nanometer A12 Bionic chip with second generation Neural Engine and a 12-megapixel camera that takes advanced Portrait mode and Portrait Lighting photos,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “The new iPhone XR has a gorgeous new aerospace-grade aluminum and glass enclosure that has IP67 protection from liquids and dust, long all-day battery life and comes in six beautiful finishes. iPhone XR makes it possible for even more people to have the great experience of the latest iPhone X technology, in beautiful new designs, at a more affordable price.”

iPhone XR will be available in 64GB, 128GB and 256GB models in white, black, blue, yellow, coral and (PRODUCT)RED starting at $749.

Customers will be able to pre-order iPhone XR beginning Friday, October 19 with availability beginning Friday, October 26, in more than 50 countries and territories including Andorra, Australia, Austria, Bahrain, Belgium, Bulgaria, Canada, China, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Greenland, Guernsey, Hong Kong, Hungary, Iceland, India, Ireland, Isle of Man, Italy, Japan, Jersey, Kuwait, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Mexico, Monaco, Netherlands, New Zealand, Norway, Oman, Poland, Portugal, Puerto Rico, Qatar, Romania, Russia, Saudi Arabia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Taiwan, the UAE, UK, US and US Virgin Islands.