The Latest: Apple ups ante on larger iPhone screens

Phil Schiller, Apple’s senior vice president of worldwide marketing, speaks about the Apple iPhone XS at the Steve Jobs Theater during an event to announce new Apple products Wednesday, Sept. 12, 2018, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

The Latest on Apple iPhone announcement (all times local):

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10:55 a.m.

Apple is betting that an iPhone with its largest screen yet will lead to bigger profits, too.

As with last year's iPhone X, this new phone would have a screen that runs from edge to edge, an effort to maximize the display without making the phone too awkward to hold. The new phone is about the size of the existing iPhone 8 Plus, but with more screen.

The iPhone XS Max builds upon the success of the iPhone X, which got rid of the home button to make room for more screen.

Apple didn't immediately say how much the Max will cost, but it's expected to top the iPhone X's $1,000 starting price.

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12:05 a.m.

Apple is expected to showcase three new iPhones on Wednesday, including its biggest and most expensive model yet, as the company seeks to widen the product's appeal amid slowing sales growth.

Most of the buzz is swirling around a rumored iPhone that is supposed to boast a 6.5-inch screen, up from 5.8 inches on the existing iPhone X.

If the speculation pans out, the even-bigger iPhone would represent Apple's attempt to feed consumers' appetite for increasingly bigger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are.

Apple also is expected to release an iPhone with minor updates to last year's $1,000 model and another version made of cheaper materials.

Wednesday's event is being held at Apple's Cupertino, California, headquarters.

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