iPhone Xs, which will have a starting price of $ 999, succeeds the star model of last year with a faster A12 processor and updated cameras.
For its part, the iPhone Xs Max has a 6.5-inch OLED screen, which makes it one of the largest on the market and also one of the most expensive: from $ 1,099. Both will have up to 512GB of storage.
The third model, called Xr, is Apple’s biggest hardware bet in 2018.
It retains the key advances of the iPhone X – facial recognition and an edge-to-edge screen – but it’s cheaper and bigger: 6.1 inches.
The minimum price is $ 749, more or less in line with the expectations of most analysts.
Apple used an older LCD screen technology and aluminum edges, instead of stainless steel.
“We want to reach as many customers as we can with this incredible technology,” marketing chief Phil Schiller said on Wednesday during an event at Apple’s headquarters in Cupertino, California.
Despite this, the company’s shares fell 1.3% in New York.
When Apple introduced the iPhone X last year at an initial price of $ 999, some analysts doubted that people would want to pay that much, but even so it is currently the company’s best selling smartphone. Now, the technology company offers its main features in a variety of devices designed for different budgets.