*By Carlo Versano* As expected, Apple spent its first product launch as a trillion-dollar company reintroducing the world to its most important product, the iPhone, and launched three new models at different price points in an effort to squeeze more growth from a slowing market. Two new versions of last year's X model ー the XS and XS Max ー will have the edge-to-edge display and glass back of the current version, but will boast a faster chip and new camera features. The Max will have a 6.5 inch OLED display, making it the largest iPhone ever, and positioning its maker to go head-to-head with Samsung for customers seeking devices with bigger screens. The XS will have a 5.8 inch screen, same as the X, but sports a A12 Bionic chip, the new processor powering the entirety of the new iPhone lineup. Apple also announced a new "bargain" model, the XR. It's available in a variety of colors and built with an LCD screen and aluminum display. The company hopes it will appeal to more price-sensitive customers, though even that device will start at $750 ー more than where the iPhone 8 started when it debuted last year. The XS Max, the most expensive iPhone, will start at $1,099, $100 more than X's base price. For the top 512GB model, prepare to shell out $1,450, about the price of the mid-level 13" MacBook Pro. Among the upgrades made possible by the A12 processor, all the iPhones will have new camera features and what is believed to be a first in mainstream photography: the ability to adjust the depth of field after a photo has been taken. The new models will all include Face ID technology, waving Touch ID off to a corner of ancient history. In addition to the new iPhones, Apple announced a redesigned Apple Watch, the Series 4, which features a bezel-less face, thinner body, and new health features ー among them an electrocardiogram and a feature that calls for help if a wearer has fallen, an attractive function for elderly buyers. CEO Tim Cook made note of other updates to Apple's HomePod speaker ー including the ability to call ー and said the latest versions of the iOS and MacOS operating systems will hit devices on Sept. 17 and 24, respectively. What didn't Apple do on Wednesday? There were no updates for its line of laptops, AirPods, or any mention of its content pipeline. And, to [Hope King's dismay](https://cheddar.com/videos/trumps-tariffs-pose-trouble-for-apple-before-annual-event), no Oprah. Instead, the company known for its record of innovation stuck to a playbook that has, by all accounts, now worked for more than a decade: introduce faster, sleeker devices that cost more money and get people to buy them.

Share:
More In Business
Michigan Judge Sentences Walmart Shoplifters to Wash Parking Lot Cars
A Michigan judge is putting sponges in the hands of shoplifters and ordering them to wash cars in a Walmart parking lot when spring weather arrives. Genesee County Judge Jeffrey Clothier hopes the unusual form of community service discourages people from stealing from Walmart. The judge also wants to reward shoppers with free car washes. Clothier says he began ordering “Walmart wash” sentences this week for shoplifting at the store in Grand Blanc Township. He believes 75 to 100 people eventually will be ordered to wash cars this spring. Clothier says he will be washing cars alongside them when the time comes.
State Department Halts Plan to buy $400M of Armored Tesla Vehicles
The State Department had been in talks with Elon Musk’s Tesla company to buy armored electric vehicles, but the plans have been put on hold by the Trump administration after reports emerged about a potential $400 million purchase. A State Department spokesperson said the electric car company owned by Musk was the only one that expressed interest back in May 2024. The deal with Tesla was only in its planning phases but it was forecast to be the largest contract of the year. It shows how some of his wealth has come and was still expected to come from taxpayers.
Goodyear Blimp at 100: ‘Floating Piece of Americana’ Still Thriving
At 100 years old, the Goodyear Blimp is an ageless star in the sky. The 246-foot-long airship will be in the background of the Daytona 500 — flying roughly 1,500 feet above Daytona International Speedway, actually — to celebrate its greatest anniversary tour. Even though remote camera technologies are improving regularly and changing the landscape of aerial footage, the blimp continues to carve out a niche. At Daytona, with the usual 40-car field racing around a 2½-mile superspeedway, views from the blimp aptly provide the scope of the event.
Load More