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  • Associated Press Apple CEO Tim Cook speaks Wednesday about the Apple iPhone XS at the Steve Jobs Theater during an event to announce new Apple products in Cupertino, Calif. The iPhone XS Max will be available Sept. 21 for $1,100.

Thursday, September 13, 2018 1:00 am

Apple unveils three new iPhones

Top model features bigger screen with $1,100 price tag

MICHAEL LIEDTKE | Associated Press

CUPERTINO, Calif. – Apple unveiled three new iPhones on Wednesday, including its biggest and most expensive model yet, as the company seeks to widen the product's appeal amid slowing sales.

CEO Tim Cook showed off the iPhone XS Max, which features a bigger screen than the one on last year's dramatically designed model, the iPhone X. It'll cost about $1,100, topping the iPhone X, which at $1,000 seemed jaw-dropping at the time. Apple also will have an updated iPhone X, now called the XS, for $1,000.

As with the iPhone X, both new phones have screens that run from edge to edge, an effort to maximize the display without making it too awkward to hold. The screen needs no backlight, so black would appear as truly black rather than simply dark. The Max model looks to be about the size of the iPhone 8 Plus, though the screen size is much larger.

The iPhone XS Max, which will be available Sept. 21 – with orders open the week before – represents Apple's attempt to feed consumers' appetite for increasingly larger screens as they rely on smartphones to watch and record video, as well as take photos.

By making iPhones more expensive, Apple has been able to boost its profits despite waning demand as people upgrade phones less frequently. During the April-June period, iPhones fetched an average price of $724 a nearly 20 percent increase from a year earlier.

Apple also showed off a cheaper iPhone, the iPhone XR. It features a traditional, lower-quality screen and an aluminum body; it's physically smaller than the iPhone 8 Plus but has a bigger screen. It'll cost roughly $750 and come out on Oct. 26.

All three new models join the iPhone X in getting rid of the home button to make room for more screen. They will have facial-recognition technology to unlock the device.

Apple also said that its next major update to its iOS operating system will come Tuesday, followed a week later by a Mac software update.