With the iPhone XS Max running up to $1,449 for the 512GB version, Apple’s smartphones have never been pricier. But Tim Cook insists that they still represent a good deal for customers.

Why? According to a new interview with the Apple CEO, it’s because they’re such multi-functional devices — which allow us to own one single gadget in place of many. And that’s worth the cash.

Apple has discounted its refurbished iPhone and Apple Watch units following yesterday’s big iPhone XS unveiling.

You’ll now pay less for an iPhone 7, iPhone 7 Plus, or older Apple Watch. There are some spectacular deals to be had, like a 38mm Apple Watch Series 1 for a mere $169.

The new iPhone lineup ships with the best cameras Apple has ever installed in a smartphone. Sample photos shown off during yesterday’s keynote gave us a preview of its jaw-dropping capabilities, and there’s more.

Apple’s new “Shot on iPhone XS” video showcases what the company’s new camera is capable of when shooting in slo-mo, super-sharp 4K, and time-lapse.

Apple called the new iPhones‘ A12 Bionic chip “the smartest and most powerful chip ever in a smartphone.” And despite the company’s occasional hyperbole and frequent marketing wizardry, it’s not kidding around.

Here’s why the A12 is so exciting — and what that means for Apple’s Core ML machine learning platform.

Unlike previous iPhone launches, it’s not immediately obvious which iPhone you should buy if you want the best. Or rather, the iPhone XS is clearly the flagship model, but the iPhone XR, launching a month later, has some features which are better than its sibling.

So, what are the important differences to know before you choose which new iPhone X is right for you?

Apple just unveiled a rush of new devices, including three iPhone models and a pair of Apple Watches. A theme for these announcements could be “Bigger is better.” 

None of the products are available yet, and reporters have only been given a short time to try them out. It’s early, but there’s some consensus about each of the new devices.

Apple Watch Series 4 debuted today in Cupertino with a slew of powerful, new features.

Apple’s fourth-generation smartwatch helps users stay more connected and be more active in significant ways. Featuring a stunning new display, electrocardiogram and fall detection as well as breakthrough communications, Apple Watch Series 4 is a stunner.

Apple’s optional insurance program fixes your iPhone if you break it, but you’ve been out of luck if your device gets stolen. Not any more. Apple just introduced AppleCare+ with Theft and Loss.

There’s a drawback: this plan is shockingly expensive.

Apple’s 2018 iPhone keynote went off without a hitch and without hardly any surprises. Except for one created by Tim Cook.

Moments before Cook was set to take the stage at the Steve Jobs Theater, the Apple CEO tweeted out what appeared to be an erroneous DM that was viewable to the entire world.

“No. Who can get it here quickly?” was all Tim wrote. The short tweet was quickly deleted but not before the entire blogosphere saw it. And totally fell for it.

Today Apple released its new iPhone lineup, and they’re more impressive than ever before and absolutely stunning. Loaded with breakthrough new features, the iPhone XS, iPhone XS Max and iPhone XR take smartphones to the next level.

The 5.8-inch iPhone XS and 6.5-inch iPhone XS Max will be available for preorder beginning Friday, Sept. 14, and in stores beginning Friday, September 21. iPhone XR will be available to preorder beginning Friday, October 19 and in stores beginning Friday, October 26.

Until then, check out these beauties in the gallery below.

Apple just revealed that the iOS 12 release date is September 17. Any iPhone or iPad that’s capable of running iOS 11 can upgrade then.

But you don’t have to wait. Anyone who’s part of Apple’s beta program can get the Golden Master right now.

Planning to buy the beautiful new iPhone XS, iPhone XS Max or iPhone XR but still using a 3.5mm headphone jack for your audio accessories?

Get ready to buy a bunch of dongles.

Apple’s controversially expensive iPhone X now has the dubious title of having the shortest shelf-life of any phone Apple’s ever made.

Didn’t get a chance to watch the live stream of Apple’s ‘Gather Round’ iPhone event this morning? You could just scroll through our riveting liveblog. Or you can watch a recording of the entire keynote so you don’t feel left out.

UPDATE: Apple just posted the full keynote video on YouTube. You can watch it in full below:

Any mobile photographer wearing an Apple Watch likely received a notification about an irregular heartbeat as they watched Phil Schiller talk this morning about the iPhone Xs series’ new camera.

Schiller, Apple’s senior vice president of worldwide marketing, flashed several stunning images on the screen during today’s Gather Round keynote at the Steve Jobs Theater. The images showed depth, detail and colors not seen from previous-gen iPhones, including the current flagship iPhone X.

Apple’s big 2018 iPhone keynote was short on surprises this morning thanks to the bevy of leaks that came out ahead of the show.

About the only truly shocking moment was Tim Cook’s mysterious tweet before the event that turned out to be a bunch of hullabaloo about his missing slideshow clicker. Despite the lack of shocking new products, there was a lot to love at the iPhone XS event, from electrocardiograms to Liquid Retina displays.

These are the biggest takeaways from the Gather Round keynote

Apple just unveiled new iPhones and Apple Watch models. But some other hotly-anticipated products were left out of today’s event.

No mention was made of the iPad Pro tablets that have been in so many rumors. And the AirPower wireless charging mat still doesn’t have a release date.

Apple just unveiled its biggest and best iPhone lineup to date.

iPhone XS and iPhone XS Max come packing a brand new A12 Bionic chip with greatly improved performance and sound, as well as Apple’s best displays and even better designs. They can also juggle two SIM cards simultaneously.

Meanwhile, the new iPhone XR delivers the flagship iPhone look and some of the best features from iPhone XS at a more-affordable price.

HomePod is finally adding one of the most used features found on the Amazon Echo and Google Home devices: multiple timers.

In his wrap-up to today’s Apple media event, which primarily focused on the new iPhones and Apple Watch, Tim Cook took a second to remind us that the HomePod is alive and kicking. And getting a couple of handy new features, too.

The Apple Watch received its biggest update yet this morning with the announcement of Apple Watch Series 4.

Not only does it pack a bigger display, but Apple is also adding new health sensors and new internal tech. All the updates make it the fastest, biggest, most beautiful wearable on the block.

Apple’s most anticipated keynote of 2018 is finally here and thanks to a bevy of leaks, it might be short on surprises.

Details about the entire 2018 iPhone lineup have already surfaced online, even as Tim Cook and the gang get set to take the stage at the Steve Jobs Theater this morning.

Will Apple be able to pull out “one more thing” to wow fans? We’ll find out in just a few hours. Come on in and join Cult of Mac‘s live blog for a full breakdown on everything that is announced today.

Today, Apple adds another generation to its line of mobile devices and operating systems. iOS 12 and iPhone Xs come with a whole new set of features that you can read about elsewhere, but one thing that hasn’t changed about iPhone is the need for the right accessories. So we’ve rounded up some of the best deals on iPhone accessories in the Cult of Mac Store, from an affordable AirPod alternative, to a wireless charging pad, a DSLR-style grip, and more. Read on for more details:

Apple Watch Series 4 will be the biggest Apple Watch to date.

A huge Apple leak has today confirmed all kinds of juicy details about its new products hours before their official unveiling — including the sizes of the new Apple Watch. It’s bad news for those who were big fans of the 38mm model.

If you were hoping to see new Mac and iPad Pro models during today’s Apple keynote, it looks like you could be sorely disappointed.

A huge Apple website leak that has confirmed the names of its next-generation iPhones contains no mention of new computers or tablets. It looks like we’ll have to wait a little longer for a Mac mini Pro, a cheaper MacBook, and iPads with Face ID.

Update: Today’s Apple event has come and gone with no mention of the 2018 iPad Pro.

The names of Apple’s next-generation smartphones have been leaked on the company’s own website hours ahead of today’s big keynote. iPhone Xs, iPhone Xs Max, and iPhone Xr were all mentioned in a product sitemap XML file, which Apple has since pulled.

The file also revealed the long list of color options for the iPhone Xr, and confirmed the device will have a 6.1-inch display with up to 256GB of storage.