Apple reveals three new iPhone Xs, latest Apple Watch

3:24 p.m. ET, September 12, 2018

Our live coverage has ended. To see how Apple's announcement unfolded, scroll through the posts below, or read more here.

3:25 p.m. ET, September 12, 2018

That's a wrap!

Apple
Apple

Thanks for joining us for our live coverage of Apple's autumn launch event.

What we got: Pricy new iPhones with flashy new camera features, a "budget priced" $799 iPhone XR, and a heart-focused refresh of the company's 3-year-old smartwatch.

Notably missing from the lineup: Apple's long-awaited wireless charging pad and refreshed AirPods.

Take a look at all the latest goodies here.

4:05 p.m. ET, September 12, 2018

Anyone who wanted a surprise announcement today came away disappointed

Apple
Apple

Today's event was evolutionary, not revolutionary.

And maybe that's okay for a trillion-dollar company that has hordes of fans awaiting every single new product. But anyone who was waiting for a surprise announcement at the end came away disappointed. 

From my seat in the back of the theater, this event was all about "more-more-more," meaning faster processors, more storage, better cameras.

Reading between the lines, I also heard Apple execs telling us not to take these features for granted. Not to shrug off the technological achievements that we're all carrying around in our pockets.

It's definitely easy to start taking this tech for granted, but Apple wants you to remember what you're paying for -- or, to put a finer point on it, WHY you're paying so much.

2:59 p.m. ET, September 12, 2018

Here are your Apple save-the-dates

Apple
Apple

Are you confused on when all the sparkly things Apple just announced come out?

Here’s a guide:

  • iPhone XS and XS Max pre-orders start Sept. 14 and ship on Sept. 21.
  • iPhone XR will be available for pre-order on Oct. 19 and ship on Oct. 26.
  • iOS 12 will be released on Sept. 17.
  • HomePod and tvOS software updates also come out Sept. 17.
  • macOS Mojave will come out on Sept. 24.

9:41 p.m. ET, September 12, 2018

This is the first iPhone that starts at more than $1,000

Prices for the new iPhone range from $749 to $1,099. (Apple's iPhone X was $999)

On the bright side, an iPhone 7 is now $449, and an 8 is now $599.

9:39 p.m. ET, September 12, 2018

Bonus iPhone!

A first look at the Apple XR.
A first look at the Apple XR. Apple

Apple's surprise announcement: The new iPhone XR. It's 6.1 inches with a bright LCD screen and comes in a variety of colors including, white, black, blue, coral and red. It's missing a home button, and instead will be activated by swiping.

The new phone also has a 12 megapixel wide-angle camera. Prices will start at $749.

It's available in a multitude of colors - a far cry from the white and black options we're used to seeing.
It's available in a multitude of colors - a far cry from the white and black options we're used to seeing. Apple

6:39 p.m. ET, September 12, 2018

Apple emphasizes sustainability

Apple
Apple

Apple highlighted a recycling program called GiveBack. The company will buy your old device if it's in good condition or recycle them for free if it's not usable. It also reiterated that it's now completely powered by clean energy.

Note: An earlier version of this post indicated the GiveBack program was new; it had already existed, but Apple discussed it at the event.