The iPhone XS Max, which will be available on September 21 - with orders open the week before - represents Apple's attempt to feed consumers' appetite for increasingly larger screens as they rely on smartphones to watch and record video and to take photos wherever they are.
They grabbed a product sitemap XML file being hosted on Apple.com that showed the new devices will be called the iPhone XS, iPhone XS Max and iPhone XR. It's being held at the Steve Jobs Theater in Apple Park, which is in Cupertino, California.
As ever, there has been much hype and excitement about this year's Apple event and the promise of new iPhones. It's likely that we'll see new iPad and Apple Watch devices too, but details on them are far more scarce.
Like the previous Apple Watch, battery life is claimed to be 18 hours, but a charge should last longer for workouts and running than before: 6 hours with Global Positioning System. The iPhone ASP was $724 in the most-recent quarter. If you or a loved one falls, the Apple Watch can even contact emergency services. On an annual basis, the number of iPhones the company has been selling recently has barely budged and is actually down from what it sold three years ago. So iPhone Xs is offered at £999, £1,149 and £1,349 or PKR 160,000, 185,000 and 215,000 respectively.
You can chalk up Apple's stalling smartphone sales to a pair of factors.
The iPhone 6 Plus and 6S Plus, which were released in 2014 and 2015, respectively, topped out at $949.
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Both are loaded with Apple's new A12 Bionic chip, which Apple claims runs run 15 per cent faster than the A11 chip in the iPhone X.
Pricing starts at $749 for the 64GB version (256GB and 512GB models are also available), and you can pre-order from October 19, with shipping starting October 26. Prices start at $399 for the cellular 40mm version - which will be carried by EE and Vodafone (the latter new for this edition).
But the XR is a wholly new model. So all those great cases already available for the iPhone X are ripe for the picking!
The iPhone XS and larger XS Max are Apple's latest flagship devices.
What's more, it comes in a rainbow's assortment of colours. This year, 102.4 million people will own an iPhone, up 5.1% from the year before, said eMarketer. Screen, AR features and much more. Bigger batteries, faster processors, slightly improved cameras, and better displays.
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The XR's most compelling feature, though, is likely to be its price.
Welcome to the big screens.
To be sure, the XR doesn't have all of the bells and whistles in the XS. It has an LCD screen instead of OLED and has a single camera instead of a dual camera. But we can't really tell the difference from these snaps.
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.
The app will alert users of any abnormal cardiovascular activity or if their heart rate goes above or below certain thresholds.
But my guess is none of that will matter.
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Being the biggest phone, it should come as no surprise that the iPhone Xs Max is also the most expensive. I think the long-awaited iPhone upgrade cycle may finally be here.