Check out the official iPhone XS, XS Max and XR promo videos

So the news that Apple is no longer giving a free one to customers with new phones will not be received too well, as it means that you will have to buy one of these, on top of an extremely expensive phone, and a pricy pair of headphones too.

Let's not forget the iPhone XR, which Apple claims has the "best LCD on a phone".

It may be the least sensational of Apple's three new iPhones for 2018 when you scrutinize the specs, but the iPhone XR (pronounced "ten-R") is absolutely the most interesting - and that has nothing to do with its comparatively cheaper price. Previously, iPhone models with NFC have required an NFC-compatible app to remain open in order for the handset to detect when it has come into contact with an NFC tag.

The Max has a larger display than the usual Plus size phones. "Background reading will work with any NDEF formatted tag", according to the Apple developer portal.

The point, Jobs said, was that people don't know what they want unless they see it.

Poor Fitbit. The company's stock price took a 7 percent hit after Apple unveiled its new health-focused and feature-packed Watch Series 4 Wednesday during the company's annual fall showcase, with the upgraded watch representing perhaps Apple's most aggressive push yet into the consumer health space.

Activist investor Jana Partners and the California State Teachers' Retirement System (CalSTRS), which both have stakes in Apple, early this year called on the company to give parents more tools to ensure children are using its devices in ways that aren't hurting them. The true flagships, iPhone XS and iPhone XS Max have skyrocketed in terms of prices.

It's a slightly lower-end and more affordable version of the XS.

The new phone XS and XS Max will be available for pre-order from September 14 and will hit some markets like the United States on September 21.

Apple has reduced the price of iPhone 7 32GB from Rs 52,370 to Rs 39,900. iPhone 7 128GB also sees a big price drop from Rs 61,560 to Rs 49,900. For most customers, the compromises (LCD rather than OLED display, one camera instead of two, aluminum edge instead of stainless steel) won't matter almost as much as the $250 savings.

  • Latoya Cobb