iPhone XS Max (stylized as iPhone Xs Max, Roman numeral “X” pronounced “ten”) is a smartphones designed, developed and marketed by Apple Inc. They are the twelfth-generation flagships of the iPhone, succeeding the iPhone X. They were announced on September 12, 2018 alongside the lower-priced iPhone XR at the Steve Jobs Theater in Apple Park, Cupertino by Apple CEO Tim Cook, with pre-orders beginning September 14, 2018 and official release on September 21, 2018.
The XS Max is the first plus-sized iPhone in the new bezel-less form factor, as the 2017 iPhone X did not have a larger variant. Upon the release of the XS and XS Max, the X was discontinued, meaning that its shelf life of only 10 months was the shortest ever tenure as flagship device in the history of the iPhone