The iPhone XS Max, which Apple unveiled Wednesday in Cupertino, Calif., is the biggest ever, with with a 6.5-inch screen.

Also introduced Friday was the  iPhone XS, which, despite a relatively puny 5.8-inch screen, will retail for $1,000, writes the Silicon Valley Business Journal staff at bizjournals.com.

Both phones will be available Sept. 21.  A new entry-level phone called the iPhone XR, made of aluminum and priced at $759, will go on sale in October.

The company also unveiled a new Apple Watch with an electrical heart rate sensor and new software to detect irregular heart rhythms.

The  new iPhones are updates to last year’s 10th-anniversary iPhone X, not major device redesigns. Critics said none was a real game-changer, and the company appeared to be counting on consumers to pay more money for modest improvements.

Perhaps as a reflection of disappointment,  Apple shares closed down 1.24 percent Wednesday.

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