Apple Unveils iPhone Xs and iPhone Xs
Apple introduced iPhone Xs and iPhone Xs Max, the most advanced iPhones
ever, taking the vision for the future of the smartphone to a new level.
The 5.8-inch iPhone Xs and 6.5-inch iPhone Xs Max feature stunning Super
Retina displays, a faster and improved dual camera system that offers
breakthrough photo and video features, the first 7-nanometer chip in a
smartphone — the A12 Bionic chip with next-generation Neural Engine —
faster Face ID, wider stereo sound, a beautiful new gold finish and
introduce Dual SIM to iPhone. iPhone Xs and iPhone Xs Max will be
available for pre-order beginning Friday, September 14 and in stores
beginning Friday, September 21.
“iPhone Xs is packed with
next-generation technologies and is a huge step forward for the future
of the smartphone. Everything is state of the art including the
industry-first 7-nanometer A12 Bionic chip with 8-core Neural Engine,
faster Face ID and an advanced dual camera system that shoots Portrait
mode photos with Smart HDR and dynamic depth of field,” said Philip
Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone
Xs is not one, but two new iPhone models, and iPhone Xs Max offers the
biggest display ever in an iPhone with the biggest battery ever in an
iPhone, delivering up to an hour and a half more battery life in your
Two All-Screen Designs
iPhone Xs and iPhone Xs Max build on the all-screen design of iPhone X
and feature the sharpest displays with the highest pixel density of any
Apple device. Now offered in 5.8-inch and 6.5-inch sizes,1 these Super
Retina displays with a custom OLED design support Dolby Vision and HDR10
and have iOS system-wide color management for the best color accuracy in
the industry. iPhone Xs and iPhone Xs Max offer a million-to-one
contrast ratio with remarkable brightness and true blacks while showing
60 percent greater dynamic range in HDR photos. iPhone Xs Max delivers a
more immersive experience with over 3 million pixels for videos, movies
and games, offering the largest display ever in an iPhone in a footprint
similar to iPhone 8 Plus.
A surgical grade stainless steel band now in gold joins finishes in
silver and space gray. Wider stereo playback creates a more immersive
soundstage. The front and back glass design features the most durable
glass ever in a smartphone with improved scratch resistance, while the
glass back enables faster wireless charging. iPhone Xs and iPhone Xs Max
reach a new level of splash and water resistance of IP68 for up to 2
meters for 30 minutes and protect against everyday spills including
coffee, tea and soda.2
A12 Bionic and Next-Generation Neural Engine
The Apple-designed A12 Bionic, the smartest and most powerful chip in a
smartphone, features the first 7-nanometer chip ever in a smartphone
that delivers industry-leading performance in a more power-efficient
design. A12 Bionic features a six-core fusion architecture with two
performance cores that are up to 15 percent faster, four efficiency
cores that are up to 50 percent more efficient, a four-core GPU that is
up to 50 percent faster, powerful Apple-designed Image Signal Processor
(ISP), video encoder and more. A fast storage controller can deliver
iPhone storage up to 512GB. All of this unlocks new experiences for
games, photography, video editing and graphics-intensive apps. Even with
all this power, iPhone Xs offers 30 minutes longer than iPhone X, and
iPhone Xs Max offers an hour and a half longer than iPhone X, between
The next-generation Neural Engine is built for advanced machine learning
in everything from photography to augmented reality. A new eight-core
design allows it to complete up to 5 trillion operations per second
compared to 600 billion in A11 Bionic. This enables new capabilities
like faster plane detection for ARKit and new features that use
real-time machine learning. For the first time the Neural Engine is open
to Core ML, empowering developers to build apps that utilize this highly
efficient machine learning engine. Core ML running on the A12 Bionic
Neural Engine is up to nine times faster than on A11 Bionic, with as
little as one-tenth the energy usage.
Breakthrough 12MP Dual Camera System
iPhone Xs continues to bring innovations to photography, things not
possible before iPhone. Capabilities like advanced depth segmentation
using the Neural Engine, Smart HDR creating photos with high dynamic
range and great image detail, advanced bokeh quality in Portrait mode
photos and dynamic depth of field that is user adjustable in the Photos
app, are all huge improvements in state-of-the-art photographic
techniques that everyone can use.
The 12-megapixel dual camera system features dual optical image
stabilization with 2x optical zoom, while a new sensor is twice as fast.
Smart HDR creates photos with more highlights and shadow detail. Larger
and deeper pixels improve image fidelity and low-light performance.
Advanced Portrait mode comes to iPhone Xs and iPhone Xs Max for even
more sophisticated bokeh.
Advanced depth segmentation in Portrait mode enables more sophisticated
portraits with professional-level bokeh. New Depth Control allows users
to dynamically adjust the depth of field in the Photos app both in
real-time preview3 and post-capture to create portraits with a beautiful
background blur. Portrait mode with Depth Control is also available on
the TrueDepth camera for selfies, which includes Memoji and faster face
tracking support for third-party ARKit apps.
iPhone Xs and iPhone Xs Max deliver the highest quality video capture in
a smartphone. The larger pixels and larger, faster sensor enable
improved low-light performance and video stabilization, as well as
extended dynamic range for more highlight and shadow detail in video
modes up to 30 frames per second. Using the four built-in mics, users
can also record stereo sound to get the most out of video recordings.
Face ID, the most secure facial authentication system ever in a
smartphone, is now even faster. The TrueDepth camera system uses
precision depth-sensing technology that goes far beyond the capabilities
and security of two-dimensional facial scanners and enables users to
unlock iPhone, use Apple Pay, gain access to secure apps and many more
features with a simple glance.
iPhone Xs and iPhone Xs Max introduce Gigabit-class LTE for even faster
download speeds4 and Dual SIM5 through the use of a nano-SIM and digital
Featuring iOS 12
iPhone Xs and iPhone Xs Max come with iOS 12, the world’s most advanced
mobile operating system. iOS 12 introduces new AR experiences, helps
people rediscover and share photos, and makes communications more
expressive and fun with new Animoji and Memoji. Screen Time helps
customers understand and take control of the time they spend interacting
with their iOS devices, Siri Shortcuts give any app the ability to work
with Siri and new privacy features help protect users from being tracked
on the web.
Pricing and Availability
Xs and iPhone Xs Max will be available in 64GB, 256GB and 512GB capacity
models in space gray, silver and a new gold finish starting at $999 (US)
and $1,099, respectively, from apple.com, in the Apple Store app and
Apple Stores, and is also available through Apple Authorized Resellers
and select carriers (prices may vary).
•Through Apple’s iPhone Upgrade Program, customers in the US can get
iPhone Xs and iPhone Xs Max with the protection of AppleCare+, choose
their carrier (no multiyear service contract required) and have the
opportunity to upgrade to a new iPhone every year. The iPhone Upgrade
Program is available for iPhone Xs and iPhone Xs Max at apple.com and
Apple Stores in the US with monthly payments starting at $49.91 and
$54.08, respectively. iPhone Upgrade Program customers can get the prep
work done before iPhone Xs and iPhone Xs Max pre-order with the Apple
Store app until 4PM PDT on Thursday, September 13.
•Customers will be able to pre-order iPhone Xs and iPhone Xs Max
beginning Friday, September 14, with availability beginning Friday,
September 21, in more than 30 countries and territories including
Australia, Austria, Belgium, Canada, China, Denmark, Finland, France,
Germany, Guernsey, Hong Kong, Ireland, Isle of Man, Italy, Japan,
Jersey, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Portugal,
Puerto Rico, Saudi Arabia, Singapore, Spain, Sweden, Switzerland,
Taiwan, the UAE, UK, US and US Virgin Islands.
•iPhone Xs and iPhone Xs Max will be available in more than 25 countries
and territories including Andorra, Armenia, Bahrain, Bulgaria, Croatia,
Cyprus, Czech Republic, Estonia, Georgia, Greece, Greenland, Hungary,
Iceland, India, Kazakhstan, Kuwait, Latvia, Liechtenstein, Lithuania,
Malta, Monaco, Oman, Poland, Qatar, Romania, Russia, Slovakia, Slovenia
and South Africa beginning Friday, September 28.
•Apple-designed accessories including leather and silicone cases in a
range of colors will be available starting at $39 (US), while the iPhone
Xs and iPhone Xs Max Leather Folio will be available starting at $99
•With Apple GiveBack, customers in the US can trade in their eligible
device for an Apple Store Gift Card or a refund on their purchase. If
their device isn’t eligible for credit, Apple will recycle it for free.
•Anyone who wants to learn more or go further with iPhone Xs, iPhone Xs
Max or iOS 12 can sign up for free Today at Apple sessions at apple.com/today.