Apple leads the way with more than just smartphones

Woman holding iPhone Xs with AR

The biggest news for most smartphone users was the announcement of the new phone's dual-Sim capability, meaning users will have access to two phone numbers on the same iPhone at the same time.

The new device shares the same basic design as the company's flagship iPhone XS and numerous same high-end features, but could be nearly R4,000 cheaper and comes in an assortment of colours.

An iPhone XS Max with 512 GB of storage will be the most expensive iPhone ever. The iPhone ASP was $724 in the most-recent quarter.

"But the next "big one" - a success and growth driver on the scale of the iPhone - has not yet been determined".

What's different is that the iPhone XS Max takes size to the next level with a 6.5-inch screen, the largest display on an iPhone yet. In comparison, the Samsung Galaxy S9 Plus (6.2-inch) and even the Galaxy Note 9 (6.4-inch) are smaller so it's definitely going to stand out.

The new Xs have water resistance of 30 minutes in up to two metres of water.

All three phones are equipped with Apple's latest mobile processor: the A12 Bionic chip. Ten years into the iPhone revolution, most major websites now have a phone-friendly version that will look great and let you get down to business on that screen.

While the two XS devices will be available to pre-order from Friday and go on-sale on September 21, the XR will not be released until October.

At $749, the iPhone Xr is $250 cheaper than the iPhone Xs, and $350 cheaper than the iPhone Xs Max, both of which Apple also announced on Wednesday. All three phones come with either 64, 256 or 512 gigabytes of storage.

Moorhead said the health features for the new devices were notable.

The company also no longer includes the adapter with the iPhone 7, 7 Plus, 8 and 8 Plus.

"That won't deter customers", said Angelo Zino, of CFRA Research. "And that allows Apple to continue to upcharge on its iPhones". Apple also shared that the second wave of shipment will begin on September 28.

And it says a lot about our era of digital binging that Apple will probably sell them like hot cakes. Yes, it wasn't just about the iPhones today as Apple unveiled its latest edition of the Watch Series.

Superfans of Apple technology were on the edge of their seats as CEO Tim Cook explained all the flashy new phones dropping this year.

Apple also announced a new Apple Watch, which will move further into medical device territory.

iPhone XR supports fast and fluid iPhone gestures like tap to wake, swipe up to the home screen, swipe down to access notifications and the Control Center, and the new haptic touch feature for pressing on the home screen to instantly launch the camera or flashlight.

Up to 8 complications fit on one of Apple's new Watch faces. It underlines what a powerful franchise Apple has created and that the public's love affair with the iPhone is stronger than ever.