And Apple didn't stop at one iPhone this year: you'll have to choose between the Xs, the Xs Max (the Xs' bigger brother) and the confusingly named iPhone XR - a cheaper option if you don't fancy dipping into your rainy-day fund.
The crème de la crème of this year's crop are the iPhone Xs and iPhone Xs Max, and Apple is clearly betting on bigger equating to better with these new models. Just like most other "S" updates, the difference between this year's phones and last year's model is mostly a spec upgrade. Starting with the iPhone 7, announced in 2016, Apple axed the headphone jack from the iPhone lineup.
Apple appears to have leaked the names of its new iPhone line-up on its website just hours before its live event to launch the products. The 6.8 inch iPhone XS will cost you $1099. Both the Xs and Xs Max are fitted with a dual 12-megapixel camera arrangement, dual-SIM support and can be equipped with up to 512GB of storage. Google does something similar with the Pixel. There is also a nifty feature called Dual SIM support, which means you can activate the phone with two separate phone lines.
Apple is calling it a Liquid Retina HD display and they say it's the most advanced LCD in the industry. There will also be 128GB and 256GB models. It's the first time Apple has offered a 512GB phone.
The XS Max will have all those upgrades, but it's bigger.
The California tech giant said it would begin selling its 5.8-inch iPhone XS and 6.5-inch iPhone XS Max later this month, keeping the starting price of the company's top-end model at US$999 but bumping the entry price for the version with the larger screen.More news: Spurs duo Lloris, Alli to miss Liverpool, Inter clashes
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iPhone XR is the so-called "budget" iPhone.
The XR comes with a 6.1in, 1,792 x 828 resolution display, inside an aluminium casing with a glass front and back. The price of the XR will start at $749 in the USA and €849 ($987) in Germany.
It comes in two sizes, 40mm and 44mm (up from 38mm and 42mm, respectively). The larger display size allows the device to show more information. He said this was the first ECG product "offered over the counter directly to consumers" and said that Apple "received clearance from the FDA" for medical use. If a fall occurs, the Watch will ask the user if they want to contact emergency services.
The new Apple watches, with the help of an optical sensor, can notify a person if their heart rate is too low and can monitor people's heart rhythms in the background.