Apple on Wednesday unveiled its highly-anticipated trio of new iPhones, including its most expensive handset to date.

The 6.5-inch iPhone XS Max will start at $1099, and boasts a Super Retina Display that now stands as the biggest iPhone display yet.

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Apple revealed the new handset alongside its new $999 iPhone XS – a 5.8-inch device CEO Tim Cook says is ‘by far the most advanced iPhone we have ever created.’

Both, Apple says, are ‘more waterproof’ than their predecessor, the iPhone X.

Apple’s newest phones are equipped with faster processors and better memory capacities than ever before, relying on Apple’s new A12 Bionic chip.

According to Apple’s Phil Schiller, the XS lineup is ‘the most beautiful iPhone we’ve ever made.’

The firm also unveiled a more affordable model in a bid to ensure their devices ‘reach even more customers,’ with the 6.1-inch iPhone XR shipping at $749.

Apple’s CEO Tim Cook, who announced these new products at the company’s event at the Steve Jobs Theater, California on Wednesday started off the product announcements with what he says are ‘two of our most personal products,’ beginning with the latest Apple Watch.

In the new Series 4 Apple Watch, ‘everything has been redesigned and re-engineered,’ said Chief Operating Officer Jeff Williams.

‘We’ve pushed the screen right to the edges, over 30 percent larger, with minimal changes. The Series 4 is actually thinner,’ Williams said.

Not only has the firm overhauled its design, but the new Apple Watch can even look out for its wearer’s safety.

According to Apple, the watch can detect falls and send alerts to emergency contacts. And, in what’s said to be an industry first, it’s equipped with an FDA-approved electrical heart sensor that can take an electrocardiogram.

‘It’s a feature we hope you never need, but it’s really nice to know it’s there,’ Williams said of the new fall-detecting tool.

The Series 4 Watch is equipped with an accelerometer and gyroscope, to ‘power all-day activity tracking.’

It features a new screen design that displays up to eight separate pieces of information, according to the firm.

You will even be able to add pictures of your contacts to make calls with a single tap.

The firm also redesigned its Watch faces to suit the bigger display, Williams said, and the Digital Crown has been ‘overhauled’ to provide haptic feedback to the wearer.

The watch speaker is also 50 percent louder than previous models.

The Series 4 watch has three new heart features, including notifications for low heart rate and screening for irregularities that appear to be atrial fibrillation.

It also has a built-in electrical heart sensor that will allow users to take an electrocardiogram.