Apple shows off three new iPhones and smartwatch to detect heart problems

Apple's event was held at the Steve Jobs Theater in its new circular headquarters in Cupertino, California, named after the company's co-founder who wowed the world with the first iPhone in 2007.

Apple Inc is expected to blast further past the $1,000 price barrier when it launches new iPhones on September 12, but Wall Street is most intrigued by how deep into its larger-than-ever lineup prices hikes may go.

Last but not least, Apple also gave more information about its GiveBack program, where you can trade-in your existing iPhone and get the value in return if it's deemed reusable.

Now the fact that the iPhone 6s was removed from Apple's online store is certainly no surprise given that the device is now about three years old.

If confirmed, the 6.5in iPhone XS Max is expected to be the company's most expensive to date, surpassing the £999 iPhone X introduced this time previous year. On the top of the device is a notch which houses the front camera and the Face ID.

It's got an LCD screen rather than the more advanced OLED ones the other models have, it's in an aluminium frame rather than a stainless steel one and it has water resistance tech that's not quite as good as it's more-expensive siblings. Max has a starting price of $1,099.

The dual rear-facing cameras are 12 MP with wide-angle and 2x optical telephoto with 6-element lenses. The results look a lot like magic, to judge by the demo at Apple's Show and Tell event Wednesday.

It is positioning the new watch as a more comprehensive health device, able to take an electrocardiogram to detect an irregular heartbeat and start an emergency call automatically if it detects a user falling down, potentially appealing to older customers. The app uses the phone's video camera to track each shot and record "makes" and "misses". It still hasn't released that, and analysts expect the company to announce a date for it to ship.

For those of us not planning on an National Basketball Association career, it might seem a mere parlor trick. He said this was the first ECG product "offered over the counter directly to consumers" and said that Apple "received clearance from the FDA" for medical use.

The dial on the side, called the digital crown, now has haptic feedback to feel vibrations. Fine. But I still don't need a smart watch.

But, if I had an ongoing condition, I might be having second thoughts. It's Life Alert without the panic button. The Apple Watch heart monitor will now do long-term cardiac monitoring, warning when your heart beats irregularly.

The company's smartwatch and its wireless headphones, AirPods, have gained sales momentum over the past year, and Apple is hoping to accelerate that with updates to both.