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Apple Announces 3 New iPhones

• Three new iPhones announced.
• iPhone XS – $999, Preorders Available September 14
• iPhone XS Max – $1099, Preorders Available September 14
• iPhone XR – $749, Preorders Available October 19
• New Series 4 Apple Watch Announced – Focus is on Fitness Tracking and Health
• Apple Stock not impacted; Fitbit Down Six Percent

As the world’s first Trillion dollar company, anything Apple does makes big news. Apple’s annual special event this year was greatly anticipated. As most analysts expected, Apple announced their follow up models to the iPhone X, in the iPhone XS ($999, Pre Orders Available September 14) and the iPhone XS Max ($1099, Preorders Available September 14).

In addition, the company announced the iPhone XR ($749, Preorders Available October 19) as a more accessible alternative for consumers. The new XS (Pronounced “Ten-S”) features a new OLED display for better color, improved battery life, innovations to the dual camera, and a new processor for faster and more innovative performance.

The iPhone XS Max boasts all the features included in the iPhone XS, as well as Apple’s largest display ever at 6.5” and the largest battery ever, which improves the battery life on the iPhone X by 1.5 hours. The consumer model introduction, which eases public and analyst sentiments regarding a $1000 iPhone is the XR.

“iPhone XR will allow us to deliver the future of the smartphone to even more people,” said CEO Tim Cook at the event. The XR has an improved processor, will be available in a wide variety of colors, and boasts a 6.1”, edge-to-edge LCD display.

Apple’s new phones will feature the A12 Bionic Chip, which they claim as the “smartest, most powerful chip inside a smartphone.” While many consumers are unimpressed with ever-increasing processing power, Apple’s presentation made it clear that the new chip will enable powering the company’s machine learning framework, Core ML, bringing mobile gaming and augmented Reality to the next level.

As part of Apple’s event, three separate app developers demonstrated the functionality of the new phone processors: Todd Howard showed a playthrough of Bethesda’s anticipated new game, Elder Scrolls: Blades; Steve Nash explained a new Basketball coaching app called Homecourt, which uses AR; and Directive Games highlighted their Galaga AR, which is an AR reboot of the classic arcade game.

With the three new models, Apple is updating their entire iPhone product line. The iPhone 7 will remain available at $449, but all previous models will be taken off the market.

In addition to the three new phones, Apple introduced their Series 4 Apple Watch, with 30 percent larger displays and an EKG feature approved by the FDA. According to Apple, the Series 4 watch is the first ever over-the-counter consumer device with the ability to take an EKG.

Market Reactions

As with most Apple Events in recent history, Apple stock has shown little immediate reaction and is currently trading down around one percent.
The market did see reaction, however, in the already struggling Fitbit Stock, which immediately dropped by nearly six percent with Apple’s announcement of their improvements to the Apple Watch, and focus on health.