Apple held its annual iPhone event at the Steve Jobs Theater in Cupertino, California earlier today, announcing three new iPhones and a new Apple Watch. Here are some of the biggest takeaways for investors. 

  • As expected, Apple updated the iPhone X with two new premium versions: the iPhone XS and the iPhone XS Max, which are 5.8" and 6.5" respectively. Both have many of the same new features, including stronger processing capabilities through a new A12 'bionic' chip, a slew of fresh camera features, and eSim capability that allows the phones to be used with multiple carriers. The third new iPhone is called the iPhone XR, which is more of an entry-level phone that retails at $750 and up, while the iPhone XS and XS Max start at $999 and $1099. iPhone is the biggest revenue driver for Apple, so watch out for how these sell when they come out soon this fall.
  • Apple is doubling down on the Apple Watch with the Series 4. This model has a 30% bigger display, plus some very interesting new capabilities in terms of heart health, such as the ability to take your own electrocardiogram (ECG). The heart monitoring features are FDA approved and were vouched for at the event by the president of the American Heart Association. Apple calls the Apple Watch the 'ultimate guardian of your health', and it's clear that they feel strongly about demand for the Apple watch in the future. Given the high incidence of heart disease as a killer, the heart monitoring features could be a major selling point for the Apple Watch. 
  • Apple is hyping AR in the new iPhones in a big way, possibly setting the stage for some bigger surprises in the future. Rumor has it that Apple could integrate AR into an Apple Glasses product at some point, or even a car display, and it looks like they're laying the groundwork for what Apple believes will be a big long-term play. AR is still nascent, but Apple and its executives have been talking up AR a lot in the past year, which could suggests that big things are to come. 

Check out TheStreet for full coverage of the Apple event and more.