And Apple didn't stop at one iPhone this year: you'll have to choose between the Xs, the Xs Max (the Xs' bigger brother) and the confusingly named iPhone XR - a cheaper option if you don't fancy dipping into your rainy-day fund.
Biggest and most-expensive ever: iPhone Xs Max ($1,099). Still, that "cheap" price will cost you in the long run as far as features are concerned.
Core ML is now 9 times faster, and uses 1/10 the power compared to the iPhone X.
With edge-to-edge displays, improved water resistance, and a camera that can 'carry out a trillion operations on every photo, ' Apple's latest iPhone line-up may be its most impressive yet.
All three new phones are expected to follow the iPhone X design in that there will not be a home button and instead facial recognition technology will be used to unlock the device.
Are people mad about it?
A demonstration of the newly released Apple products is seen following the product launch event at the Steve Jobs Theater in Cupertino, California, U.S. September 12, 2018.
The strategy has been successful, helping Apple's stock to rise more than 30 percent this year and making it the first publicly traded USA company to hit a market value of more than $1 trillion.
The TL;DR version? Nothing revolutionary. Pricing starts at US$999 for the iPhone Xs and $1,099 for the iPhone X Max.
We'll start with the XS.
We look forward to lab testing out all of the new screens when we get retail models of the phones later this month.
The phones are equipped with faster processors and better memory capacities than ever before, relying on Apple's new A12 Bionic chip.
And despite having a slightly bigger screen than last year's iPhone 8 Plus, it's packed into a much smaller overall package. Notably missing: the iPhone X, the iPhone 6S and 6S Plus, and the iPhone SE.
The iPhone Xs contains a 5.8-inch "Super Retina" OLED display while the Xs Max has a 6.5-inch version of the same display.
The Apple Watch Series 4 now has a 30% larger edge-to-edge display.
Interestingly it's got a bigger screen than the XS, coming in a 6.1 inches.
I'll need to start saving if I want one won't I?
The iPhone Xs and iPhone Xs Max keep the iPhone X thin-bezel body style with display notch for front-facing cameras and sensors.
Rival Samsung Electronics Co Ltd has a few models that cost almost as much as Apple models, but the bulk of its lineup, like that of other phone makers, consists of cheaper models.
CEO Tim Cook and other executives announced the latest Apple hardware updates in front of a packed room of media members, analysts, special guests, and employees.
People will be able to buy the Apple Watch Series 4 with Global Positioning System for $399 while the version with cellular connectivity will cost $499. Taken together, they help explain why Apple has little to fear from cut-rate Chinese smartphones or from the newly upgraded smart watches from Samsung.
"Did they really name the new iPhone the 'excess"?' XS?
Customers will be able to pre-order iPhone XS and iPhone XS Max beginning Friday, September 14, with availability beginning Friday, September 21. The app uses the phone's video camera to track each shot and record "makes" and "misses".