The iPhone XS and XS Max will be available to pre-order on Friday September 14, and ship Friday September 21 in the United States and other countries.
While the other two new phones, the iPhone XS and iPhone XS Max, will be available this month starting September 21, the iPhone Xr won't be available for a while - it starts shipping October 26, with preorders going live a week before that.
The discontinuation of the iPhone X suggests Apple may have been concerned about cannibalizing sales of the new iPhones if it were to offer the iPhone X at a lower price point, as is customary for the company. The iPhone Xr also has the new Advanced Face ID with the TrueDepth camera.
Well, unsurprisingly for a brand that puts such a focus on design (and whose chief designer was flipping knighted) it's not an ugly device in any way.
Among the many other standout features in the iPhone XR, most notable are its colours.
In addition to the iPhone Xs and Xs Max upgrades, Apple has also unveiled the much cheaper iPhone Xr, made for those that might think $999 and $1,099 is just a bit too much money for their taste. The iPhone Xr comes in with a 6.1-inch display, and the iPhone Xs still boasts that 5.8-inch screen.
It still feels like an iPhone in the hand, something that has the curved edges that fall away from the side of the screen, and the two speaker grilles at the bottom of the iPhone XR (even though only one is actually functioning).
Apple also cut some coss at the back, equipping the iPhone Xr with a single 12-megapixel wide-angle camera.
On expected lines Apple has launched three new iPhones at its gather-around event on its campus in Cupertino, California. That adapter, which used to come included, will now cost buyers an extra $9.
The iPhone XS could be the upgraded iPhone X with the same glass design on a stainless steel frame. The iPhone XR meanwhile, starts at Rs 76,900.
While the 6.1-inch display seems large, with the reduced bezels above and below the display the phone will be slightly smaller than a traditional "Plus" iPhone and only slightly larger than the 5.8-inch iPhone XS. Despite being roughly the same size overall, the screen sizes have grown to 40mm and 44mm from 38mm and 42mm.
After all, Apple's been using LCD technology in its iPhone range even a year ago (where rivals like Samsung have eschewed the tech) so it knows how to make a decent-looking LCD display.
The Max has a larger display than the usual Plus size phones but a similar body. AirPower was presented previous year, but never went on sale due to problems at work.
It's the time of the year when Apple announces new iPhones along with some new accessories like the Apple Watch. It works rather nicely, considering it's "faked". Or, you can buy wireless headphones, which Apple also sells. The iPhone XS looks visually the same as the iPhone X, but represents a major generational upgrade to Apple's halo product from a year ago.
It's also got Smart HDR in the mix, allowing the iPhone XR to really capture the high-end elements of a photo, fusing the light and dark elements well in the demo pictures we saw.