Apple Leaks iPhone XS and XR Names and Colors Before Event

Screen Shot 2018 09 11

On the battery life front, Apple claims that the iPhone XS offers 30 minutes more battery life than the iPhone X, and the iPhone XS Max bumps this up to an extra 90 minutes of battery life.

The un-Apple-like move would see the iPad following in the footsteps of the MacBook, which ditched the firm's much-loved MagSafe chargers for USB-C ports in 2016.

Rival Samsung Electronics Co Ltd has a few models that cost almost as much as Apple models, but the bulk of its line-up, like that of other phone makers, consists of cheaper models.

Powering the XS and XS Max is Apple's new A12 bionic processor, which is up to 50 percent faster than previous iPhone generations, and sports a neural engine that can process up to 5 trillion operations per second. The other newly revealed iPhone models, the XS and XS Max, start at $999 and $1099, respectively, and launch later this month on September 21.

According to CNET, in the hours leading up to the major event Apple is holding on Wednesday, a last-minute leak by the company's sitemap revealed a handful of information regarding several big announcements set to be made later today, including confirmation of a number of new iPhones.

By making more expensive iPhones, Apple has been able to boost its profits despite waning demand as people upgrade phones less frequently.

The iPhone XS has landed. Following that, industry watchers say the new phones could be spoken as "Tennis Max", "Tennis" and "Tenner". The big display will use traditional, lower-cost LCD technology, but look more like last year's iPhone X than the iPhone 8, which itself looked similar to phones going back to 2014's iPhone 6.

"Apple has never competed on price", said Josh Blechman, director of capital markets at Exponential ETFs, which holds Apple shares in its exchange traded fund.

Renders of the new iPhones based on official leaked images.

Series 4 of the Apple Watch is also expected to be announced, featuring two versions of the smartwatch.

The event may see the Apple Watch getting its first significant redesign since its launch three years ago.

The US tech giant, one of the world's most valuable public companies, will reveal three new iPhones, Apple Watches with bigger screens, overhauled iPad Pros, a laptop with a clearer screen, a Mac mini desktop aimed at professionals and some new accessories including the AirPower wireless charger, at Steve Jobs Theater at the company's headquarters in Cupertino, California.