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Apple's (AAPL, $223.85) 2018 iPhone event wrapped up Wednesday afternoon at the Steve Jobs Theater, and the tech giant highlighted it with three new smartphones: the iPhone XS, iPhone XS Max and iPhone XR.

If confirmed, the 6.5in iPhone XS Max is expected to be the company's most expensive to date, surpassing the £999 iPhone X introduced this time past year. The larger model will be called iPhone XS Max. It'll come in black, white, red, yellow, coral and blue colors. Pre-orders will start on October 19th and the phone will hit store shelves on October 26. As of late, Apple has been much more focused on presenting a focused lineup within a specific category. This model doesn't have the pressure-sensitive 3D Touch feature as its more expensive siblings, and its display screen contains a lower quality "Liquid Retina" LED display than the "Super Retina" displays. As 9to5Mac notes, the only place where Apple had even mentioned AirPower was on the iPhone X product page, which has since been removed to make way for the iPhone Xs and iPhone Xr. There will also be 128GB and 256GB models.

Apple took the wraps off of its long-rumored Apple Watch Series 4, which features a revamped design and an edge-to-edge display that lets you see more content at once. Mainly because it's a bigger, better, faster version of the iPhone X. Still, we know enough to compare some of the specs, features, missing features, price and release details to help buyers make the right decision.

The camera system also boasts optical image stabilisation, a flood illuminator, an ambient light sensor and comes offering the wildly popular Portrait Mode. It's faster, with a new 7nm A12 Bionic processor, has up to 512GB in storage and has dual-SIM support. On the top of the device is a notch which houses the front camera and the Face ID. In fact, combining the two together could have made the iPhone arguably one of, if not the most, usable, productive, and security-conscious phones on the market - at least in terms of authentication.

Bigger, pricier iPhone expected at Apple event Wednesday
If you're still dreaming about getting the top-of-the-line model, the iPhone XS will still run you $999. It still has the edge-to-edge design and Face ID, replacing Touch ID entirely in the new iPhone lineup.

But there's one area where Apple is stubbornly holding onto the innovator narrative and badly impacting the usability of its most important product - and that's with Face ID on the iPhone X, and soon the iPhone XS as well.

"Did they really name the new iPhone the 'excess"?' XS? He said this was the first ECG product "offered over the counter directly to consumers" and said that Apple "received clearance from the FDA" for medical use.

Will those people stubbornly holding on to an iPhone 6 or iPhone 7 finally be tempted by the iPhone XR? Still, that "cheap" price will cost you in the long run as far as features are concerned.

Did Apple announce anything else?