It's that time of the year (again), ladies and gentlemen.
Tech behemoth Apple has officially unveiled the latest range of smartphones to the world, putting hardworking leakers and rumour mill operators to rest for now.
The annual affair took place yesterday, 12 September, at the usual location of Apple's headquarters in Cupertino, California.
Key figures like CEO Tim Cook and Apple's Head Of Marketing Philip Schiller addressed the eager crowd consisting of press, employees, and fans, unveiling what was set to be one of its most anticipated releases to date.
How was Apple going to improve on the iPhone X, the device tech bloggers and casual users have said to be the company's best handset yet?
Say hello to the iPhone Xs (pronounced "ten-es") and the iPhone Xs Max. Based on first looks, they look just like the iPhone X.
Maybe Apple wants to remind us the teachings behind "not judging a book by its cover" as significant upgrades are found under the hood.
But let's first examine the similarities.
Like the iPhone X, the Xs has a 5.8-inch OLED display, the same edge-to-edge screen, and the same notch at the top.
The Xs' larger sibling, the iPhone Xs Max has a 6.5-inch OLED display, making it the first iPhone to feature a display of this size.
Both models come in a gold finish, are built with strengthened glass coupled with better water resistance.
Now for the fancy stuff. Both the Xs and Xs Max have dual 12-megapixel rear cameras, better battery life, homegrown A12 chip processors amongst other upgrades.
Storage wise, they come with either 64GB, 256GB, and 512GB. There's also a 7-megapixel front shooter, Face ID, and dual-SIM compartment.
Apple is tight-lipped about the amount of RAM inside each phone.
As what you would expect from Apple and successors to the iPhone X, prices for the iPhone Xs start at USD999 (about RM4,139) and USD1,099 (about RM4,553) for the iPhone Xs Max
Remember how the iPhone X created an uproar when the price tag was announced at USD999 (RM4,139) for the base model last year?
Well, bad news because the new iPhones are anything but wallet-friendly.
The Xs will be priced at USD999 (RM4,139) for the 64GB model, USD1,149 (RM4,761) for the 256GB model, and USD1,349 (RM5,589) for the 512GB model. As for the gargantuan Xs Max, prices start at USD1,099 (RM4,553) going up to USD1,449 (RM6,000) for the 512GB variant.
Let's not forget, these are converted prices not inclusive of tax.
But if you want something "cheaper", there's the entry-level iPhone XR which Apple said was introduced to "reach as many customers as we can"
The iPhone XR will feature an aluminium frame, a 6.1-inch LCD screen, just one rear 12-megapixel camera, facial recognition, and the A12 chip. Prices start at USD749 (RM3,103).
The new iPhones will go on sale next week on 21 September for selected countries and as expected, Malaysia isn't included in the list
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