Apple Watch Series 4 arrives in 40mm and 44mm models

Apple Watch Series 4 arrives in 40mm and 44mm models

And with iPhone owners, the issue is even more acute.

And then there's the iPhone Xs Max, which is the closest Apple has ever come to full smartphone overkill.

Apple's brand-new iPhone XS Max - unveiled on Wednesday - is super-sized in more ways than one. (I couldn't test it because it wasn't activated on the phones in the demo room.) In general, our carriers have banned dual-SIM phones in the past; the most successful so far have been OnePlus phones, which haven't been sold through carriers.

But it's still too early to assess the impact of the most significant addition to the new devices - eSIM technology. Based on some limited hands-on time, both the Xs and Xs Max run at least slightly quicker than the iPhone X I brought with me. Other products are going to be a big part of this week's story for Apple.

It's an engineering marvel that Apple's been able to pack in so much screen, so many sensors and so much processing power into such a small space.

"Fall detection is a feature we hope you never need, but it's really nice to know it's there", said Apple chief operating officer Jeff Williams. However, instead of an eSIM (it's not as popular in China), Apple is releasing separate versions of the Xs and Xs Max in China that can use two physical SIM cards simultaneously.

Similarly, someone might want to move to a different network for a short period because their coverage is superior in a certain area.

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The Apple Watch Series 4 will let users take an electrocardiogram, or ECG, and share it with their doctor.

"Dual-SIM support is another feature worldwide markets will appreciate", add analysts from IHS Markit. Apple, unsurprisingly, calls them the most advanced iPhones it has ever created.

The launch of the new iPhones also validates two other industry trends. The first is that the average smartphone screen size is increasing, while the second is that increasing prices can offset shrinking growth.

If you're not already foaming at the mouth at the £999 starting price, you might also be interested to discover that the iPhone Xs represents the next era of Apple smartphones: it's the first IP68-rated iPhone; the one with the biggest screen (6.5in on the Max); has the biggest battery; and its display is fitted with a buttery-smooth 120Hz panel with HDR10 support. Sticking with the premium pricing model they started past year, the Xs is priced at $1,000, and the Xs Max will set you back $1,100, making it most expensive production iPhone ever. The phone has a 12 megapixel camera and offers much of the same photo features as the Xs, including smart HDR.

"With this launch Apple is offering its widest portfolio of iPhones to date".

And Apple didn't stop at one iPhone this year: you'll have to choose between the Xs, the Xs Max (the Xs' bigger brother) and the confusingly named iPhone XR - a cheaper option if you don't fancy dipping into your rainy-day fund. "With the iPhone 7, 7 Plus, 8 and 8 Plus all staying in the market, Apple has marshalled a line-up that will daunt its competitors".

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