Apple Inc. unveiled Wednesday three new iPhone models and a revamped Apple Watch that doubles as a medical device, with the popular smartphone line hitting the shelves from Sept. 21 in Japan, the United States and about 30 other countries.

The three types of iPhone handsets have faster processors and feature better battery life and improved camera functions. All of the models lack a home button and feature unlocking via facial recognition software, which was adopted by the iPhone X released last year.

Apple has been stepping up efforts to capture demand in a saturated market amid fierce competition with its Chinese and South Korean rivals.

Both the XS Max with a 6.5-inch screen, the largest display ever in an iPhone, and the XS with a 5.8-inch screen have a high-end organic light-emitting diode display. They will retail for 124,800 yen ($1,120) and 112,800 yen, respectively.

The more affordable XR with a 6.1-inch liquid crystal display, which will be available in six colors including blue and yellow, will cost 84,800 yen and go on sale on Oct. 26.

Apple also rolled out its Apple Watch Series 4 with a bigger display that can be used to take an electrocardiogram to trace heart rate abnormalities. The newest watch will be priced from 45,800 yen and hit stores beginning on Sept. 21.

(Apple CEO Tim Cook unveils new iPhones on Sept. 12)