Apple announces iPhone XS, iPhone XS Max, iPhone XR, coming September 21

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Three new iPhones. (credit: Valentina Palladino)

CUPERTINO, Calif.—Apple executives took the stage at the Steve Jobs Theater today to announce the company's new iPhone lineup: the iPhone XS, iPhone XS Max, and iPhone XR. The company's newest phones look a lot like last year's iPhone X.

The iPhone XS and XS Max will arrive first, with pre-orders starting September 14 and shipments starting September 21. The XS will start at $999 for its 64GB model, and the XS Max will start at $1,099 for the same capacity. The iPhone XR will arrive later, on October 26, and will start at $749 for the 64GB model. All three phones will also come in 256GB and 512GB storage options.

Apple has said that the iPhone X was the top-selling smartphone after its launch, and the new phones adopt its same basic design. That means edge-to-edge displays and TrueDepth, a 3D sensor array that allows for gesture-based controls, advanced facial recognition, and new augmented reality applications.

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