1 / 20

Apple Event: Tech firm unveils new products

Apple claimed its three new iPhones were the “most advanced” the company has ever made. (Reuters)

Apple unveils updated Watch and priciest iPhone ever at latest launch

Apple has unveiled the most expensive iPhone it has ever made, as part of a range of new product announcements.

The new £1,099 iPhone XS Max houses a 6.5-inch Super Retina OLED display, the largest ever placed on an iPhone, and is joined by the 5.8-inch iPhone XS, the same size as last year’s iPhone X.

The XS will start at £999, the same as last year’s iPhone X.

Mr Cook said the updates took the iPhone “to the next level”.

While the two XS devices will be available to pre-order from Friday and go on-sale on September 21, the XR will not be released until October.

On stage at the company’s live event at its Apple Park campus in California, a fourth generation Apple Watch was also announced by the firm.

The Apple Watch Series 4 will feature a larger screen, more than 30% larger than previous generations, as well as a thinner body.

Enhancements have also been made to the sensors in the new Watch, enabling it to detect and alert users if it notices a low or irregular heart rate. (AP)

Despite becoming the first trillion dollar company earlier this year, Apple is facing increased pressure from the likes of Samsung and Huawei in the phone market. (Reuters)

The Watch now contains an electrical heart rate sensor which enable it to carry out an electrocardiogram (ECG), said to be a first in a smartwatch. (Reuters)

The Apple Watch Series 4 will feature a larger screen, more than 30% larger than previous generations. (AP)

While the two XS devices will be available to pre-order from Friday and go on-sale on September 21, the XR will not be released until October. (AP)

The new XR will feature many of the same technologies as the new flagship XS and XS Max devices but has a 6.1-inch LCD Liquid Retina display. (Reuters)