Three new iPhone models are reportedly set to be announced, all of which based on the design of the iPhone X.
Another big feature in the new iPhone XS and XS MAX is improved bokeh. Apple also said that its next major update to its iOS operating system will come next Tuesday, followed a week later by a Mac software update.
Cybersecurity expert Juris Rapoports told Interesting Engineering in an exclusive interview that a company like Apple should run more internal audits if they really wish to withhold certain information from a nosey public.
As well, buyers get up to one-and-a-half hours of additional runtime per charge versus the iPhone 8 Plus, according to Apple, offering overall better battery life.
Superfans of Apple technology were on the edge of their seats as CEO Tim Cook explained all the flashy new phones dropping this year. The screen measure 5.8 inches and has a resolution of 2436 x 1125 pixels (458ppi), which Apple points out is bigger than the iPhone 8 Plus but in a smaller handset.
The new Apple iPhone Xs (L) and iPhone Xs Max (R) are displayed during an Apple special event at the Steve Jobs Theatre on September 12, 2018 in Cupertino, California. While last year's premium priced iPhone X helped boost the company's smartphone revenue, the stagnating unit sales are holding back the company's overall growth, and have led to declining market share.
Customers will be able to pre-order the new iPhone series from Friday, 14 September, and purchase in stores from 21 September. That update will also be available on select models of Apple's iPhone, iPad and Apple Watch.
It's available in either a stainless steel finish or aluminium and comes in three colours: silver, gold and space grey.
The XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera - just like the iPhone X. "We expect the iPhone XS Max to have exactly the same effect despite its price tag".
Also featuring an all-screen design, it actually has a larger screen than the iPhone XS, coming up to 6.1-inches. This model will be available in 64GB, 128GB, and 256GB options starting at $749 United States dollars.
The new Apple Watch Series 4 features sensors that can detect when wearers suffer a heavy fall as well as alert them if it clocks abnormal heart rates.