The iPhone XR has a "Liquid Retina" screen with a 1,792x828 pixel resolution and 1.4 million pixels - the XS models get "Super Retina" screen with higher resolution. And while there are plenty of rumors, one thing is certain: They'll all be expensive.
The event also marks the California company's first since passing the £1 trillion valuation. The steep price of an iPhone makes it cost-prohibitive for many, particularly those outside the United States.
At the bottom end of the range is a new phone, the iPhone XR, that's meant to replace the iPhone 8 in the lineup.
The phones will have all-new sensors, and improved true tone flash.
The file confirms that the names of all three new Apple iPhones - the iPhone XS, XS Max, and XR. A new range of iPhones is expected to be released, and there are persistent rumours of a new Apple Watch design and a new iPad Pro.
Apple claim the iPhone XS will have 30 minutes longer battery life than the X, while the XS Max will have 90 mins more, giving the two devices 12 and 13 hours life during internet browsing. This is the new name for what's previously been known as the Plus model-it's essentially a larger XS.
The new XR will come in 6 colours including white, black, blue, yellow, coral and (PRODUCT) RED, and 3 sizes: 64, 128, and 256 GB.
The iPhone XS and XS Max will be available to pre-order on Friday September 14, and ship Friday September 21 in the U.S. and other countries.
Apple Watch has become the #1 watch in the world, according to Cook, who said it has "redefined what a watch can do for you".
But if you wanted a sneak peek of what Apple is launching tomorrow, all you have to do is head over to notorious Apple rumour blog 9to5Mac, which published pictures of the so-called "iPhone XS" and "Apple Watch Series 4" last month. This is said to offer an iPhone X-style experience (there's no home button, for instance), but it's equipped with an LCD screen, rather than the fancier OLED displayed offered on the XS and XS Max.