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Apple took the wraps off a renewed iPhone strategy on Wednesday, debuting a trio of phones that aim to spread the company's latest technology to a broader audience.

The iPhone Xs, starting at $999, succeeds last year's flagship model with a faster A12 processor and updated cameras. The iPhone Xs Max is a higher-end version with a 6.5-inch OLED screen, making it one of the biggest on the marketand one of the most expensive, at $1,099 and up. There are 512 GB storage options for the first time.

The third model, called the Xr, is Apple's biggest hardware bet of 2018. It retains the key advances of the first iPhone Xfacial recognition and an edge-to-edge displaybut is cheaper while being noticeably larger at 6.1 inches. The price starts at $749, roughly in line with most analysts' expectations. Apple used older LCD screen technology and aluminum, rather than stainless steel, edges.

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