UPDATE | Apple's new deluxe iPhone to start at $1,100

CUPERTINO, Calif. (AP) — Apple's newest iPhone will again test the limits of how much people are willing to pay for the latest technology.

The iPhone XS Max will sell for about $1,100, or $100 more than last year's iPhone X.

The iPhone X didn't sell as well as analysts anticipated, but fared well enough to help Apple boost the average iPhone selling price by nearly 20 percent.

The iPhone XS, an update to last year's model, will stay at $1,000. To reach customers not willing to pay that much, Apple will have the iPhone XR. It will use cheaper materials and sell for about $750.

The new XS models come out Sept. 21, while the XR is out Oct. 26. Older models get price cuts.

Apple says a free update to its iOS operating system will come next Tuesday, followed a week later with a Mac software update.

11:10 a.m.

SAN FRANCISCO (AP) — Apple is expected to showcase three new iPhones today, including its biggest and most expensive model yet, as the company seeks to widen the product's appeal amid slowing sales.

Most of the buzz is swirling around a rumored iPhone with a screen that's bigger than the one on last year's dramatically designed model , the iPhone X.

As with the iPhone X, this larger phone would have a screen that runs from edge to edge, in an effort to maximize the display without making the phone too awkward to hold. The screen would need no backlight, so black would appear as truly black rather than simply dark.

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.

The iPhone X also got rid of the home button to make room for more screen and introduced facial-recognition technology to unlock the device.

It was the first mass-market smartphone to demand a $1,000 starting price. Although the iPhone X didn't fulfill analysts' lofty sales expectations, it fared well enough for Apple to up the ante with the bigger model, whose price Apple is expected to unveil today.

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, including one with a traditional, backlit screen. Even so, the cheaper iPhone is still expected to sell for $650 to $750. The cheaper phone also is expected to lose the home button. Price cuts for older models, with the home button, are also likely.

Names for the new devices aren't known. The company may also announce a new smartwatch at the event at its Cupertino, Calif., headquarters.