Mr Cook said the updates took the iPhone "to the next level". The biggest, at least for the Max, is: Are you ready to shell out $1,099 minimum for the biggest iPhone with 64 gigabyte of storage, or a whopping $350 more if you max out on the new 512 GB option?
The new top model is expected to have a 6.5-inch (16.5-cm) screen with an edge-to-edge display and be called the iPhone X Plus or Max.
Apple has introduced the iPhone XR, a third model unveiled today during its September event. As a point of comparison, the regular Xs costs £999 (the same price as last year's iPhone X) and the iPhone XR will start at £749.
You can begin ordering the new watches Friday, September 14, and they'll begin shipping a week later on September 21.
What colors will it come in?
After Apple stopped building iPhones with a headphone jack, the company chose to include a free dongle headphone adapter with new iPhone purchases. While past models have been available in up to three colors, this year, Apple is offering the iPhone XR in six: Black, White, Product (Red), Yellow, Coral, and Blue.
Speaking of which, let's talk about the not-so-headline-grabbing iPhone XR.
The new iPhones will be available in three storage configurations - 64GB, 256GB and 512GB.
For those who are still attached to their old headphones though, there's still a way to connect them to the iPhone - but it will cost R199.
On the front TrueDepth camera, Face ID is now faster. It has a traditional, lower-quality screen and an aluminum body; it's physically smaller than the iPhone 8 Plus but has a bigger screen. In addition to this, it will have an LCD based screen, rather than an OLED based screen.
"iPhone Xs is packed with next-generation technologies and is a huge step forward for the future of the smartphone". It features a 5.8in display with a 2436x1125-pixel resolution at 458ppi. That means saying goodbye to the iPhone's "chin and forehead" look that had become associated with it. Expectations for Apple's lineup have been fueled by reports from Apple analyst Ming-Chi Kuo, who is based in Taiwan, where numerous contracts manufacture that also make Apple products are based.
So there's no more Home button?
Other: Face ID, NFC, Wireless charging, 3D Touch.
Apple is also rolling out its largest smartphone to date: the iPhone (ten-S-Max) Xs Max.
In my brief hands-on time, the XS Max, indeed, feels large.
What should I know about the new A12 Bionic processor?
The biggest advancement in the A12 Bionic likely comes from its Neural Engine neural-network accelerator.
A12 Bionic, it is claimed, is 15% faster than A11 processor, 50% more efficient, and provides a 50% boost to graphics performance.
iPhone Xs and iPhone Xs Max come with iOS 12, the world's most advanced mobile operating system. iOS 12 introduces new AR experiences, helps people rediscover and share photos, and makes communications more expressive and fun with new Animoji and Memoji.