You'll be able to preorder the iPhone XS and XS Max here. Demanding the style and slender bezels of the iPhone Xs, but with a budget for a less expensive device, it slots in as the entry-level option in Apple's 2018 range.
Alongside the smartphones, Apple showed off its latest iteration in the Watch series, which the company claims has been redesigned from the ground up.
The company has been affected by leaks in the past.
Last month, Apple asked the world to "gather round", and as always, the world tuned in eagerly to WWDC to find out about the tech giant's latest iPhone. It is also dust and waterproof like the premium models.
Pre-orders for both phones are planned to start this week, on Friday, September 14; the phones are otherwise scheduled to be available in stores starting on the following Friday, September 21.
The cameras are being powered by lots of smart algorithms working under the hood, which also enable a new smart HDR feature as well as the ability to adjust the depth-of-field of a photo after the fact.
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The iPhone Xr model will be available in white, black, blue, yellow, coral and red colors.
Apple has always defended its removal of the headphone jack, which proved to be one of the most controversial changes it has ever made to one of its wildly popular products. Though the headphones got off to a slow start, they have quickly helped Apple capture 26% of the US wireless headphone market, according to NPD Group.
The XS Max features the largest screen and battery that Apple has ever used for an iPhone, a landmark reflected by a £1,099 starting price, which rises to £1,449 for the 512GB storage version.
The pair have a similar design and features to the existing iPhone X - including its much-hyped Face ID unlock system - with a few key additions.
And in the spirit of everything-but-the-kitchen sink, analysts tracking Apple's supply chain also say the company is also working on bringing facial-recognition technology to a new line of iPads and a lower-priced MacBook.
"Apple Watch Series 4 enables customers to take an ECG reading right from the wrist using the new ECG app, which takes advantage of the electrodes built into the Digital Crown and new electrical heart rate sensor in the back crystal". However, battery life lasts a full 1 hour and 30 mins longer than the iPhone X, the same upgrade found on the Xs Max. The XR will have single camera 12-megapixel wide-angle lens. The first new design for the watch since its launch three years ago, the new Apple Watch has a almost edge-to-edge display and comes in both 40mm and 44mm sizes.
They are available in gold, silver and space grey.