The iPhone X and iPhone X Max (pronounced "ten S" and "ten S Max") are smartphones sold by Apple Inc. The two phone models were announced on September 12, 2018, at the Steve Jobs Theater in Cupertino, California. Along with the lower-cost iPhone X, they are succeeding the iPhone X that was released in 2017. The X and X Max are available in silver, space gray, and gold, with 64, 256, or 512 GB storage options. The X has a 5.8″ OLED screen, while the Max has a 6.5″ OLED screen, the biggest on any iPhone ever. The X sells starting at US $999, while the X Max starts at US $1,099.