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In addition to the new XS and XS MAX, Apple has also announced the new iPhone XR, the latest budget iPhone that still packs a mean punch.

There have been rumblings that Apple is primarily focused on ramping up production of the XS and XR models and that an update to the iPhone SE is the least of the company's worries at the moment.

In comparison, the starting price point for the iPhone Xs is listed at $999 USD, while the Xs Max is just one hundred dollars more, $1,099 USD, both for the 64 GB model.

At the Steve Jobs Theatre in Cupertino, California, Apple executives unveiled two premium upgrades called the 5.8-inch iPhone XS and 6.5-inch iPhone XS Max.

"The iPhone Xr is a 6.1" version of the iPhone X, but it uses an LCD screen instead of OLED, and only has a single camera instead of the dual camera found on the Xs. The device kills the 3D touch feature but added some haptic feedback, so the screen vibrates a bit in response to touch.

The camera also benefits from the new power of the A12 Bionic processor, improved sensors, and improved image signal processor.

The iPhone Xr will come in white, black, blue, coral, yellow, and Product Red.

Pre-orders for the iPhone Xs and Xs Max starts this Friday, September 14th. For more info, head over to Apple.

Apple's Phil Schiller introduced the new iPhones at their annual event. Or skinny jeans? Unfortunately, Apple didn't update its 4-inch iPhone SE with a new processor and camera. While the iPhone XS and iPhone XS Max are certainly the flagship products, the iPhone XR offers a similar user experience with some scaled-down specs. Upgrades like wireless charging and an apparently machine learning-powered dual selfie camera setup are nice, but they aren't the kinds of things that will make the Pixels stand out in a crowd.

Apple - like Google, Samsung and other big tech companies - has lately been talking up a newfound interest in digital health and limiting excess screen time.

The tricky part about getting a feel for these new phones is that most of what makes them really important is happening under the hood.

There was a subtle re-branding from fitness to overall health during today's Apple Watch introduction.

The iPhone XR uses the same TrueDepth camera as the iPhone XS.

Nash showed off a version of the HomeCourt mobile app built for the new iPhones that can track a person's movements on a basketball court without the help of additional sensors scattered around the area.

Google's larger Pixel will be doing battle directly with the iPhone Xr - and for once, Apple is coming in with a very likely price advantage. The company will buy your old devices if it's in good condition or recycle them for free if it's not usable.

With six colors to choose from, the iPhone Xr is easily the most visually interesting iPhone in years.

The Series 4 range will have an edge-to-edge screen like the new iPhones and is packing a bunch of features aimed at turning it into serious medical device.