Winners and losers: Apple's 2018 iPhone event

Angelica Greene
September 16, 2018

All new smartphones from Apple - iPhone Xs iPhone Xs iPhone Max and Xr are working on a new corporate A12 processor. Whether you're the type of person who buys the new iPhone every year or your current phone is getting creaky with age and it's time to upgrade, you're probably wondering when these new devices will come out. Last year's iPhone X was one test, but Apple kept the main iPhone 8 options priced similarly, and stayed conscious of the lower-end market by dropping the price of its older devices like the iPhone SE. Competition is heating up in inter-company recruitments too, in April, Apple hired Google's top AI boss, John Giannandrea. And the timing of this year's new iPhone XS, iPhone XS Max, and iPhone XR releases are particularly brilliant.

The big news is there are three new phones and they're all huge: the 5.8-inch iPhone Xs, the 6.1-inch iPhone XR and the 6.5-inch iPhone Xs Max.

During the presentation, the developers have stated that the A12 has 30% higher performance than its predecessor A11, which runs the iPhone X.

The famous Face-ID, the 3D-sensing face recognition system, is not quite as flawless as it first appeared to be, as it seems that enough iPhone X customers have had issues to put Apple into motion. It's was speculated that the iPhone SE 2 would come in 2018, but there was no such thing and the fact that Apple retired the original meant that line is now officially dead. Features like post-editing Depth Control and Smart HDR will also be supported on the iPhone XR.

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The iPhone XR has a larger display than the iPhone XS. With the slim bezels and near-edge-to-edge screen, Apple has squeezed in an enormous amount of an insanely bright and vibrant OLED screen into a size no bigger than the previous generation Plus variants. For people on a budget (well, an iPhone kind of budget), the cheaper iPhone XR adopts some of the iPhone X's design and interface features, with a different screen and no dual camera on the back.

GlobalData analyst Avi Greengart, who also studied Apple's latest products, said, "I think Apple did extremely well here". The iPhone XS starts at $999 and it only gets more expensive. It's good that Apple is finally embracing wireless charging but where's that AirPower charging mat that was promised past year? In the past 12 months, we have seen many other smartphone brands embracing the notch design.

Despite Huawei just having a bit of fun at the moment, the company has not had a stellar year when it comes to accomplishing its goal of entering the USA market.

At one point during Apple's keynote, three people demonstrating an augmented-reality game faced off while consumed by their giant screens, the ideal image for our binge smartphone times.

Other reports by GizPress

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