Meet the new iPhones

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Others pointed out that it was a missed opportunity, arguing that the firm should have called its XS Max - which has the biggest iPhone display yet - the iPhone XL.

In most ways, this year's iPhones look like last year's iPhone X.

The Face ID in these models is said to work faster this time than last year's iPhone X.

'The iPhone Xs Max price reflects the name.,' Twitter user @juhasaarinen wrote. The XS has the smallest physical footprint of the three, while the XS Max comes with an enormous screen of 6.5-inches.

Apple is notorious for running a tight ship with few product leaks, though there are a handful of notable examples where that hasn't been the case. Unlike its more expensive models, it only pushes a resolution of 1792×828 pixels, which is below Full HD. But this time around, Apple's also ditching the previously included Lightning to 3.5mm dongle, making it even harder to connect your iPhone to legacy accessories like headphones, speakers, or vehicle stereos.

In comparison, the starting price point for the iPhone Xs is listed at $999 USD, while the Xs Max is just one hundred dollars more, $1,099 USD, both for the 64 GB model.

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Three new iPhones are heading our way: the XS, XS Max, and the XR.

The Apple-designed A12 Bionic, the smartest and most powerful chip in a smartphone, features the first 7-nanometer chip ever in a smartphone that delivers industry-leading performance in a more power-efficient design.

Schiller made the announcement at Apple's big product reveal Wednesday in Cupertino.

To keep the price down, Apple gave the iPhone Xr an LED display instead of a more vibrant OLED panel, an aluminum body instead of a stainless steel, and haptic feedback for the touchscreen instead of pressure-sensitive 3D Touch. The last time Apple went bold with colours was with the iPhone 5C.

The largest screen Apple has produced represents the firm's attempt to feed consumer appetite for watching and recording videos, as well as taking photos. Apple did improve the True Tone flash on the rear, and the front-facing camera can shoot images twice as quickly as before. However there are new Android phones with similar or better specifications that sell for considerably less than the 2017 iPhone 8, and Android has a higher market share in Australia than iPhone.

Tim Cook and co. also took out the free and widely-hated-but-sorely-needed audio dongle adapter from all of its phones. It starts at $1229, with preorders available October 19 for shipping on October 26. Pricing starts at $599 for the GPS version and $749 for the GPS + LTE model.

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