It comes in gold, silver and space grey and you can drop it into a filled bathtub without fear.
Apple’s latest iPhone, the XS, also has a 14.7-centimetre screen that grows to 16.5cm with the XS Max. Both also have face ID technology for greater security.
There is a new formulation of its glass screen, the most durable ever for a smartphone, with organic light-emitting diodes for sharper display.
The highly anticipated unveiling of the new products from the American technology company yesterday also included a video featuring a woman running to Apple HQ through all manner of obstacles with a suitcase under her arm, to the theme of Mission: Impossible.
This paved the way for chief executive Tim Cook to arrive on stage, channelling all the vibes of Apple’s late founder, the legendary Steve Jobs, who became renowned for these annual events.
“iPhone X changed the history with 98 per cent customer satisfaction rate,” Mr Cook said. “Now we are taking it to the next level with iPhone XS. It is by far the most advanced iPhone we have ever created.”
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Apple also introduced a lower-priced version of the phone, the Xr, in funky colours.
The Apple Watch Series 4 is redesigned and re-engineered to help users stay connected and manage their health in new ways.
While retaining the original design, the fourth-generation Apple Watch’s display is over 30 per cent larger and seamlessly integrates into the thinner, smaller case, while the new interface provides more information with richer detail.
It comes with an electrical heart rate sensor that can take an electrocardiogram (ECG) using the new ECG app.
“We’re thrilled Apple Watch has become an essential part of peoples’ lives,” said Jeff Williams, Apple’s chief operating officer.
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Consumers in the UAE, where smartphone penetration is up to 99 per cent as per Statista, want a noticeably better experience from the new iPhones.
"The Middle East is one of the significant markets for smartphone manufacturers and Apple will be certainly looking forward to offer best experience through its new iPhones," Roberta Cozza, research director with Gartner's personal technologies team, told The National.
“Apple is clearly not after increasing market share but it will certainly try to win hearts with cutting-edge technology and immersive features.
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A demonstration of the newly released Apple products is seen following the product launch event. Reuters -
Tim Cook, chief executive officer of Apple Inc, right, and Jony Ive, chief design officer, speak during the launch event in California. David Paul Morris/Bloomberg -
Phil Schiller, senior vice president of worldwide marketing at Apple, speaks at the Steve Jobs Theatre at Apple Park. Justin Sullivan / Getty Images / AFP -
Jeff Williams, chief operating officer, speaks about the updated Apple Watch. Justin Sullivan / Getty Images / AFP -
iPhone XS Max smartphones on display. David Paul Morris / Bloomberg -
Attendees view the Apple watch series 4 devices. David Paul Morris / Bloomberg -
Attendees browse new products. David Paul Morris / Bloomberg -
An attendee picks up the iPhone XS Max. David Paul Morris / Bloomberg -
An attendee picks up an Apple watch series 4. David Paul Morris / Bloomberg -
iPhone XR. David Paul Morris / Bloomberg -
An attendee displays the Apple Inc. iPhone XS Max, right, and iPhone XS. David Paul Morris / Bloomberg -
Tim Cook mingles with attendees. David Paul Morris / Bloomberg -
Tim Cook mingles with attendees. David Paul Morris / Bloomberg -
Tim Cook mingles with attendees. David Paul Morris / Bloomberg -
An attendee demonstrates the Apple Inc. iPhone XS Max. David Paul Morris / Bloomberg -
Tim Cook, chief executive officer of Apple Inc, right, and Jony Ive, chief design officer, speak during the launch event in California. David Paul Morris/Bloomberg -
People take photos of the new Apple iPhones. Reuters
“Features-wise, we can’t expect something really breakthrough but it all depends on how it engages the consumers of this region.”
Mandy Singh, a freelance animation expert, who has been using iPhones for more than six years, said she would need a compelling jump in the user experience to buy one of the new devices.
“I spent Dh4,600 on buying Apple X and now certainly need a very strong trigger to go for an upgrade,” Ms Singh said.
“I am specifically looking for the new iPhone that will come with 6.5-inch screen and a revamped Siri.”
Apple also introduced 512GB memory in its new iPhone. Samsung had introduced the same memory in its latest Galaxy Note 9, which was launched last month.
"The UAE is one of the important markets for smartphones," said Abbas Ali, managing editor of TechRadar Middle East.
“Many trends are being set here. It’s all about experience and today’s consumer is very discerning. He only needs the best when it comes to smartphone.”
iPhone XS and XS Max will be available in 64, 256 and 512GB capacity starting at Dh4,229 and Dh4,649, respectively. While iPhone XR will be available in 64,128 and 256GB models in white, black, blue, yellow, coral and red starting at Dh3,179.
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Philip Schiller, senior vice president of worldwide marketing for Apple, speaks about the new iPhone XR. Reuters -
Philip Schiller in front of images of the three new iPhones. Getty -
Philip Schiller speaks about the the new Apple iPhone XS and XS Max. Reuters -
The new iPhones feature new camera technology. Bloomberg -
Philip Schiller speaks about the the new Apple iPhone XS. Reuters -
The three new iPhones include the $1,099 (Dh4.037) XS Max. AFP -
Jeff Williams, chief operating officer of Apple, speaks. AFP -
Jeff Williams speaks. Getty -
Jeff Williams speaks, in front of a display of Apple icons. Bloomberg -
Tim Cook, chief executive officer of Apple, speaks during the event. AFP -
Tim Cook speaks on stage at the start of the launch event. Reuters -
Attendees start to fill the seats before the Apple event. Getty -
Attendees arrive for an Apple event at the Steve Jobs Theatre in Cupertino, California. Bloomberg -
Attendees arrive for the Apple event. Bloomberg -
Attendees line up for check-in ahead of the Apple event. Bloomberg -
An attendee views an Apple iPhone before the event. Bloomberg -
Badges hang in a kiosk ahead of the Apple event. Bloomberg -
Employees walk out to kiosks ahead of the Apple event. Bloomberg -
Employees wait for attendees ahead of the Apple event. Bloomberg
Customers will be able to pre-order iPhone XS and XS Max from September 14 and pre-orders for iPhone XR will begin on October 19, but so far Etisalat and du have been coy on the details.
In the third quarter of 2018, which ended on June 30, Apple posted an increase in revenue of 17 per cent from the same three months last year.
Global sales accounted for 60 per cent of the quarter’s revenue.
It was Apple’s best June quarter ever, and fourth consecutive quarter of double-digit revenue growth.
