While the iPhone has made Apple the world's most valuable company, worth more than $1 trillion, it has slipped to third place among smartphone makers as Chinese-based Huawei has grabbed the number two spot.
Apps launch up to 30% faster with the A12 Bionic chip. For everyone else, the annual Apple event where they reveal the latest iPhone, Mac, iOS, and Watch is happening later today. It features a notch on the top that houses the TrueDepth Camera system and also enables the Face ID functionality.
Mr Cook said the updates took the iPhone "to the next level".
Most analysts predicted the eventual end of the home button after last year's keynote when Apple marketing chief Phil Schiller said FaceID would be the "future of how we unlock our smartphones and protect our sensitive information".
"While it's now the cheapest new iPhone of the lot, the iPhone XR gets a large 6.1" edge to edge display that uses IPS instead of OLED.
As well as the screen, the other major cost-saving is the rear camera: just one, this time, the 12MP wide-angle camera.
The iPhone Xs, like its predecessor, has a screen that occupies nearly the entirety of the phone's frontage.
As well, buyers get up to one-and-a-half hours of additional runtime per charge versus the iPhone 8 Plus, according to Apple, offering overall better battery life. It will be able to show more complications on the display which suggests a substantial processor boost and a commensurate increase in battery power in order to keep things running.
Apple a year ago began manufacturing some lower-end devices at a plant in Bangalore to avoid hefty import duties, but its top models like the iPhone X and the iPhone 8 are still shipped in from overseas. In China and Hong Kong, however, the XS Max and the XR will have the dual-SIM setup, meaning they will come with two physical SIM slots.
There's other good news for wireless on the new iPhones apart from compatibility with 600MHz. Instead of the impressive IP68 dust and water resistance rating that the XS range has, the iPhone XR will only have IP67, which is an worldwide scale judging how water or dust resistant something is.
To differentiate itself from the iPhone XS series, the XR gets the iPhone 5C treatment with a choice of six colours, namely Blue, White, Black, Yellow, Coral and Red.
It comes in three storage options - 64GB, 128GB, and 256GB.
Well, both the Xs and Xs Max will launch on 21 September, with preorders starting on 14 September.
You get plenty of new colors with the iPhone Xr, and the base variant will start at $749, which is cheaper than the iPhone 8 Plus.
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