Apple introduces three new iPhones and Apple Watch Series 4: Live blog recap | MarketWatch

Apple Inc. launched three new iPhones on Wednesday during the company’s biggest event of the year, as well as a new Apple Watch.

Apple introduced the iPhone XS Max, iPhone XS and iPhone XR models Wednesday during an event at the new Cupertino, Calif., headquarters of the world’s most valuable company. Apple AAPL, +2.73%  said that the large-screen OLED model XS Max would start at $1,100, the upgraded version of the OLED iPhone X would again start at $1,000, and LCD-screen iPhone XR will start at $749.

While there weren’t a lot of surprises at the Apple event, the company’s pricing strategy has sparked some debate. Numerous analyst think that the high-end phones can help boost Apple’s average selling prices by catering to customers who crave a larger screen size and don’t view price as much of an impediment. But the company didn’t provide many incremental updates to the iPhone XS, its new mid-tier phone, and it made the $749 iPhone XR pretty attractive at a much lower price point than the rest of the X family.

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Apple introduces three new iPhones and Apple Watch Series 4: Live blog recap – MarketWatch.