>> I'm excited to show you what is by far the most advanced iPhone we have ever created.>> It's also the most expensive. Apple, on Wednesday, unveiled the iPhone XS and it's largest iPhone ever, the XS Max, at its annual product event in Cupertino, California, with the latter coming in at $1,100.
>> Be just $100 more starting at $1099.>> Reuters' Apple correspondent, Stephen Nellis.>> Apple today threw us some real curve balls on its pricing strategy. So as expected, the top of the line phone, the iPhone XS Max, starts at $1099. Everybody expected the top end to rise a little bit.
But the real interesting action happened in the middle of the phone lineup. Apple's putting out a phone called the iPhone XR that uses a more cost effective LCD screen, and that's gonna start at $749. The strange thing about it starting at $749 is it's gonna actually be between two older models, the iPhone 8 and the iPhone 8 Plus.
So, there's a lot of price points covered here, and exactly how Apple has chosen to cover them has thrown a lot of analysts for a loop. Because they weren't quite sure what to expect.>> CEO Tim Cook, also aiming for Apple to become even more ingrained with our everyday lives.
>> iOS has changed the way we live.>> Emphasizing customers' health in Wednesday's showcase, which began with the Series 4 Apple Watch.>> Apple Watch has become an indispensable part of their daily lives, by helping them stay connected, to be more active, and to live a healthier day.
>> The watch includes a built in electrocardiogram to detect atrial fibrillation, a feature Apple was able to get certified by the FDA.>> It's the first time that a device like this is gonna be sold over the counter to consumers. So that's a big new market for Apple cuz now there's the question of, will insurance companies pay for this?
Will even government insurance potentially pay for this? Could be a big market.>> The focus on health, a hint Apple could be targeting older consumers, even unveiling a feature that looked like an improvement on Life Alert or the Clapper.>> If the watch senses you're immobile for one minute, it will start the call automatically.
>> The more expensive devices, a way to boost revenue as global demand for smartphones levels off. The strategy has helped Apple to become the first publicly traded US company to hit a market value of more than a trillion dollars earlier this year.