Apple unveils new iPhone XS, iPhone XS Max and iPhone XR

Apple on Wednesday unveiled updated versions of its priciest iPhones along with a new smartwatch.

Phil Schiller, Apple's senior vice president of worldwide marketing, speaks about the Apple iPhone XS and Apple iPhone XS Max. | Associated Press 

Apple CEO Tim Cook speaks at the Steve Jobs Theater during an event to announce new Apple products. | Associated Press

Apple CEO Tim Cook speaks about the Apple iPhone XS at the Steve Jobs Theater during an event to announce new Apple products. | Associated Press

Phil Schiller, Apple's senior vice president of worldwide marketing, speaks about the Apple iPhone XS. | Associated Press

Phil Schiller, Apple's senior vice president of worldwide marketing, speaks about the new Apple iPhone XS, iPhone XS Max and the iPhone XR. | Associated Press

Jeff Williams, Apple's chief operating officer, speaks about the Apple Watch Series 4 at the Steve Jobs Theater during an event to announce new Apple products Wednesday, Sept. 12, 2018, in Cupertino, Calif. | Associated Press

Jeff Williams, Apple's chief operating officer, speaks about the Apple Watch Series 4 at the Steve Jobs Theater during an event to announce new Apple products. | Associated Press

Jeff Williams, Apple's chief operating officer, speaks about the Apple Watch Series 4 at the Apple event. | Associated Press

Apple CEO Tim Cook, left and soccer player Alex Morgan discuss the new Apple Watch 4 at the Steve Jobs Theater during an event to announce new products Wednesday. | Associated Press