It follows previous rumours that the company will introduce a larger screened 6.5in iPhone - allegedly the XS Max - alongside the new 5.8in display iPhone XS, which is the same size screen as last year's iPhone X. The biggest ever iPhone screen has a resolution of 2688 x 1242 pixels (458ppi), totaling 3.3 million pixels.
People will be able to buy the Apple Watch Series 4 with Global Positioning System for $399 while the version with cellular connectivity will cost $499. Now, iPhone XS models will come in both 64 GB, 256 GB and now 512 GB models of storage.
The phones may raise the iPhone average sales price, boosting revenue and profit, while expanding the total number of active Apple devices to support sales of accessories and digital services. Nothing world-changing was revealed on this side of things but the iPhone Xs can last half an hour longer than an iPhone X in active use.
The iPhone XS and iPhone XS Max will be out September 21, and the iPhone XR will be out October 26. The company may also announce a new smartwatch. The Xr will be available in Canada starting at $1,029 according to Apple.
Up front on both models is a set of sensors and cameras quite similar to iPhone X. That means an Infrared Camera, Flood Illuminator, Proximity Sensor, Ambient Light Sensor, Speaker, Microphone, Front Camera, and a Dot Projector.
Last year, Apple put the iPhone X on sale in early November, nearly two months after it was unveiled.
The camera also benefits from the new power of the A12 Bionic processor, improved sensors, and improved image signal processor.
The company placed a big bet on the iPhone X, a $999 device that arrived one year ago.
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Apple also showed off several interesting new capabilities of the new lines of phones, including augmented reality and games. OS 5 now comes with a brand new watch face, which lets you add up to eight complications (little apps and widgets).
The Xr will be available about a month later than the other two models, with orders starting October 19, and it will ship a week later.
Again, that shouldn't be all that surprising considering Apple's refreshed line-up ranges from the iPhone 7 on the low end at $449 to the iPhone Xs Max at $1,099.
New Airpods with Wireless Charging - not surprisingly, these didn't launch since the AirPower charging mat still isn't done.