APPLE has unveiled the largest iPhone screen it has ever made as part of a range of new product announcements.

The tech giant’s chief executive Tim Cook claimed the new iPhone XS and XS Max were the “most advanced” the company has ever made.

The iPhone XS Max houses a 6.5-inch Super Retina OLED display, the largest ever placed on an iPhone, and is joined by the 5.8-inch iPhone XS – the same size as last year’s iPhone X.

Both phones also have the same all-screen front as the iPhone X, and uses the Face ID facial recognition technology, as well as enhanced machine learning and artificial intelligence tools.

Cook said the updates took the iPhone “to the next level”.

The company also said the XS Max housed the biggest battery the company had ever placed into an iPhone, which would give users 90 minutes more battery life than last year’s iPhone X.

Both devices can be pre-ordered from Friday and will go on sale on September 21.

On stage at the company’s live event at its Apple Park campus in California, a fourth generation Apple Watch was also announced by the firm.

The Apple Watch Series 4 will feature a larger screen – more than 30% larger than the gadget’s previous generations — as well as a thinner body.

Enhancements have also been made to the sensors in the new Watch, enabling it to detect and alert users if it notices a low or irregular heart rate.

The Watch now contains an electrical heart rate sensor

which enables it to carry out an electrocardiogram (ECG) – something Apple’s Jeff Williams claimed was a first in a smartwatch.

He described the Apple Watch as becoming an “intelligent guardian” for user health through its health and fitness features, and revealed the new device had improved sensors which can now detect if a user falls, and notify key contacts if necessary.

The iPhone maker also unveiled a third new phone – iPhone XR – as part of plans to “reach as many people as possible” with its technologies.

Apple executive Phil Schiller revealed the new 6.1-inch screen device had an LCD display the company called Liquid Retina, and used iPhone X “experiences” such as Face ID and Apple Pay.

The new device will be sold in a wider range of colours than the new XS and XS Max, but features the same A12 Bionic trip as the XS devices.

Unlike its two XS siblings however, those wanting an XR have a slightly longer wait, with the device not going on sale until October 26.