Executives made the announcement at the Steve Jobs Theatre at Apple's new circular headquarters in Cupertino, California, named after the company's co-founder who wowed the world with the first iPhone in 2007. While the iPhone XS gets a 5.8-inch all-screen OLED Multi-Touch display, the iPhone XS Max sports a larger 6.5-inch screen, the largest on an iPhone ever.
Like their predecessor, the iPhone X, the name is meant to be pronounced as the number 10.
As a result, many have pointed out that it sounds much like "excess" and 'excess Max'.
If the speculation pans out, the even-bigger iPhone would represent Apple's attempt to feed consumers' appetite for increasingly bigger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are.
Apple, which announced iPhone Xs, iPhone Xs Max, and iPhone Xr today, has decreased the starting price of the iPhone 7 and iPhone 8 and discontinued the iPhone SE, iPhone 6s, iPhone 6s Plus, and iPhone X. Is this an SNL skit?' another user commented.
Names for the new devices aren't known.
Apple is notorious for introducing its technological advancements and new products to its users in September.
The chipset, too, is the same as on the iPhone XS and XS Max. Finally, it incorporates the A12 Bionic chip as well as the same advanced AI-driven camera features as the Xs models.
You can begin ordering the new watches Friday, September 14, and they'll begin shipping a week later on September 21.More news: 'Historic storm' lashes Carolinas with heavy rain, floods
More news: Hurricane Florence rolls ashore in Carolinas, tears buildings apart
More news: All watches and warnings for Tropical Storm Isaac have ended
The iPhone XS's 5.8-inch display is bigger than the screen on the 8 Plus and features 2.7 million pixels and 458 ppi.
Apple holds special event Wednesday, and excitement is building up over another expensive iPhone. It has a single rear camera though, a 12MP wide-angle sensor, but it has a portrait mode as well. Though I've gotten used to the notch on the X, I don't love it on any of these phones, though at this point it's more of a quibble than a major complaint.
If you were hoping the dual-camera system on the iPhone X would make its way over the the iPhone XR, I've got some bad news: the iPhone XR only uses a single rear camera like the iPhone 8.
Another brand-new feature for the Watch Series 4 is fall detection. The TrueDepth camera system uses precision depth-sensing technology that goes far beyond the capabilities and security of two-dimensional facial scanners and enables users to unlock iPhone, use Apple Pay, gain access to secure apps and many more features with a simple glance.
The 64GB, 128GB and 256GB models of the iPhone XR are priced at $1229, $1299 and $1479 respectively, making you wonder why anyone wouldn't spend the extra $70 on at least the 128GB model.
Both feature a stainless steel design available in gold, silver and space gray and feature dual-SIM support.
In any case, the new products have garnered a lot of excitement. Indeed, in some ways the new watch overshadows even the new iPhones.
'The best iPhones we've ever made by a long shot, ' Schiller said.
And, Schiller said, the XS line-up features 'the most handsome iPhone we've ever made'.