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Big news.

Introducing the new iPhone XS, iPhone XS Max, iPhone XR, and Apple Watch Series 4. Bigger screens are just the beginning.

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iPhone XS

Pre-order
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7A6l5i0C

Super Retina in two sizes — including the largest display ever on an iPhone. Even faster Face ID. The smartest, most powerful chip in a smartphone. A breakthrough dual-camera system. And a new level of water resistance.(1)

Learn more about iPhone XS
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7j4b0w9h

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Apple Watch Series 4

Order
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7r1x6T0p

Fundamentally redesigned and re‑engineered. The largest Apple Watch display yet. Advanced heart monitoring capabilities. And new features to help you stay even more active, healthy, and connected.

Learn more about Apple Watch Series 4
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7A3c4p1T

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iPhone XR

Pre-order on 10.19

Learn more
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7r0L5n4C

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The easiest way to upgrade to the latest iPhone.

Join the iPhone Upgrade Program to get the latest iPhone every year, low monthly payments, and AppleCare+.(2)

Learn more
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7j6L4m0h

Check your upgrade eligibility
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7j3w3P7k

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Trade in an old device for credit toward a new one.

With Apple GiveBack, you can get credit toward a new product when you trade in your eligible device.(3) It’s good for you and the planet.

See how it works
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7t2u7b2p

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The fastest way to pre-order.

The Apple Store app makes it easy to pre-order your new Apple devices — right from your iPhone.

Download the Apple Store app
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7t5B9P8h

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Shop Online
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7t7u2q8C

Find a Store
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7t8n7g9N

1-800-MY-APPLE

Get the Apple Store App
https://c.apple.com/r?v=2&la=en&lc=usa&a=z2%2Bnb8HWCoHziyJtbRYNxDd%2FkgyZjZvGSC81JOPXnyo7OSfqQvCURf4NhCPYCJOX9ejp5Ip6wBqLAzjREhfGdS6CsXm769ENbUhhGJPoN2WgcmUWWtt14I%2BHuzYt9VML04wEb1XQIyF0rbcMlpIb%2F7ERmjWWy1S%2BUoufP44XxXqUBWfzMDJoSIyAPskzmQFW&ct=aI7j8u9J2C

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1. iPhone XS and iPhone XS Max are splash, water, and dust resistant and were tested under controlled laboratory conditions with a rating of IP68 under IEC standard 60529 (maximum depth of 2 meters up to 30 minutes). Splash, water, and dust resistance are not permanent conditions and resistance might decrease as a result of normal wear. Do not attempt to charge a wet iPhone; refer to the user guide for cleaning and drying instructions. Liquid damage not covered under warranty.

2. The iPhone Upgrade Program is available to qualified customers and requires service with AT&T, Sprint, T-Mobile, or Verizon. A two-year installment loan and iPhone activation are required. Terms apply.

3. Trade-in values may vary based on the condition and model of your smartphone trade-in. Must be at least 18. Offer may not be available in all stores and not all devices are eligible for credit. Apple reserves the right to refuse or limit the quantity of any device for any reason. Value of your current device may be applied toward purchase of a new Apple device. Additional terms at https://www.apple.com/giveback.

Prices are as of September 14, 2018, do not include taxes or shipping, are subject to change, and are listed in U.S. dollars.

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