Apple unveils THREE new iPhones and Series 4 Watch in highly-anticipated event at Steve Jobs Theater #Marketing @MondoPlayer [Video]

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"By far the most advanced iPhone we have ever created": Apple unveils three new handsets including $1099 waterproof XS Max that boasts the BIGGEST EVER display, alongside Series 4 Watch with FDA-approved heart sensorApple unveiled its latest devices at the Steve Jobs Theater in Cupertino Sept...

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‘By far the most advanced iPhone we have ever created’: Apple unveils three new handsets including $1099 waterproof XS Max that boasts the BIGGEST EVER display, alongside Series 4 Watch with FDA-approved heart sensor

  • Apple unveiled its latest devices at the Steve Jobs Theater in Cupertino Sept 12
  • The firm began with the new Series 4 …

Apple has finally unveiled its highly-anticipated trio of new iPhones, including its most expensive handset to date. The firm introduced the iPhone XR, XS, and the XS Max

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
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 latest Apple Watch features a new screen design that displays up to eight separate pieces of information, according to the firm

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

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

Schiller also revealed a third iPhone, a series of colourful lower cost handsets called the iPhone XR.  It will be the cheapest of the lineup, at $749. ¿We hope it reaches even more customers,¿ he said

The iPhone XS is equipped with what's said to be the 'most durable glass ever in a smartphone.' It will come in three finishes - gold silver and space grey. It's also 'more waterproof' than the iPhone X

The XR has a 6.1inch LCD display, rather that the more expensive OLED used in the other models, which Apple has called Liquid Retina. ¿It¿s a bigger display than the iPhone 8 Plus, in a smaller case,' Schiller said

In what's said to be an industry first, the new watch is equipped with an FDA-approved electrical heart sensor that can take an electrocardiogram

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

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

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

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

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)