Apple has long had a playbook for iPhones, its most important product: Keep rolling out bigger, faster and more expensive models.

On Wednesday, it repeated that strategy by introducing another round of iPhones that are — you guessed it — bigger, faster and more expensive. The model with a 6.5-inch screen, the iPhone XS Max, is Apple’s biggest iPhone ever and will start at $1,100. (And, yes, its name is a mouthful.) Last year when Apple debuted its iPhone X, the starting price was $1,000.

More notable, perhaps, was how much Apple is now evolving its smart watch into a clearly health-related device. The company showed off a new Apple Watch with an electronic heart sensor approved by the Food and Drug Administration. That could lead to new implications for health care — and prove to be a major selling point for a device that has played second fiddle to the iPhone.

The largest-ever iPhone

Apple on Wednesday unveiled the iPhone XS, a premium model with a 5.8-inch screen, and the iPhone XS Max, with a 6.5-inch screen, its biggest-ever smartphone. The company also showed the iPhone XR, an entry-level model with a 6.1-inch screen.