Apple's newest iPhone could have big screen, big price

Apple expected to unveil bigger, pricier iPhone on Wednesday

It is waterproof, boasts the largest iPhone display ever and is "the most advance iPhone we've ever created", Apple chief executive Tim Cook said.

In a refinement to Apple's portrait mode, the iPhone XS, XS Max and XR come with a slider to adjust the amount of background blur, called bokeh.

A product sitemap XML file, first discovered by ATH before being removed by Apple, contains a long list of URLs for upcoming Apple products.

Apple on Wednesday was expected to unveil new iPhones, playing up eye-grabbing edge-to-edge screens in a bid to strengthen its position in a largely saturated global smartphone market. "It's a matter of getting people to keep moving up".

Although there is generally a lot of excitement when it comes to Apple events and its products, the event on September 12 could become one of the more memorable events to date. Last year's iPhone X - pronounced "ten" - represented a major redesign.

The glass is, according to Apple, the most durable glass used on smartphones. Following that, industry watchers say the new phones could be spoken as "Tennis Max", "Tennis" and "Tenner".

The iPhone XS, with a 5.8-inch display, and the iPhone XS Max, with a 6.5-inch display, will both be available in silver, black, and gold, and also offer three storage options - 64GB, 256GB, and 512GB. Wall Street is targeting a price of $1,049 or $1,099 versus the current $999 base price for the iPhone X.

A second phone with a 14.7-centimetre OLED display, called iPhone XS, is similar to the iPhone X but with an improved processor. The cheaper phone also is expected to lose the home button.

"Apple has never competed on price", said Josh Blechman, director of capital markets at Exponential ETFs, which holds Apple shares in its exchange traded fund.

Apple's other products category, including HomePod, AirPods, Apple TV, Apple Watch, Beats speakers, headphones and accessories, had sales worth $3.74bn in the third quarter, a jump from $2.74bn a year ago.

The Sitemap also confirmed that Apple will be launching Watch 4 with 40mm and 44mm watch bands. Shares of Garmin Ltd lost some earlier gains and were flat in midday NY trade.

The US tech giant, one of the world's most valuable public companies, will reveal three new iPhones, Apple Watches with bigger screens, overhauled iPad Pros, a laptop with a clearer screen, a Mac mini desktop aimed at professionals and some new accessories including the AirPower wireless charger, at Steve Jobs Theater at the company's headquarters in Cupertino, California.

The company may also announce a new smartwatch.

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