US tech giant Apple on Wednesday rolled out its new smartphone models - the iPhone XS, XR and XS Max, the last of which has a screen 6.5 inches (16.5 cm) wide, the largest provided by the company to date.
The XS and XS Max are considered to be top-of-the-line and their screens use OLED technology, which was introduced into the iPhone X models last year and which increases contrast and brightness above and beyond that provided with traditional LCD screens.
The XR, meanwhile, is a smartphone with a simpler LCD screen and a more affordable price, available starting at $749, while the other two models will not be priced below $999 for the XS and $1,099 for the XS Max.
Besides having the largest screen Apple has ever brought to the mobile phone market, the XS Max will be a device with one of the largest screens in the industry, exceeding even Samsung's Galaxy Note 9, with its 6.4-in. (16.3-cm) screen.
Apple has increased the size of its screens virtually without increasing the dimensions of its new smartphones over those of its predecessors.
The XS and XS Max will be available in the US in gold, silver and gray starting on Sept. 21, while the XR will come in assorted colors including white, yellow, blue, red and black starting in October.
Regarding other new features, the company has improved the images using Dolby Vision and HDR10 technologies, the speakers have greater stereo amplitude and the speed of the facial recognition system - introduced last year - has been hiked.
In addition, the devices' water resistance has been improved and the new iPhones will not fail even if dropped into a swimming pool, and they have been tested in all kinds of liquids, "including beer," said Apple marketing vice president Philip Schiller.
The firm said that the iPhone XS battery will have 30 more minutes of power availability than its predecessor, and the XS Max will have up to 90 additional minutes.
In August, the firm became the first US company to exceed $1 trillion in capitalization, its shares skyrocketing in price in large measure due to sales of iPhones, which bring in about 62 percent of the firm's revenues.
Last quarter, Apple sold almost $30 billion worth of iPhones and analysts predict that it will rake in $61 billion in the third quarter with the sales of its new products.
Also on Wednesday, the firm presented its new Apple Watch Series 4 - its latest smartwatch - with a 30 percent larger screen than the earlier model and other innovations.