Wednesday's event is being held at Apple's Cupertino, California, headquarters. According to Apple, the iPhone Xs has 30 more minutes of battery life while the iPhone Xs Max gives users an additional 90 minutes of battery life.
But overall, the price of entry to the Apple ecosystem has gone up.
In terms of the iPhone XR release date, you'll be able to pre-order it from September 14, and pick it up in stores from September 21. Traditionally, in autumn Apple introduces a new iPhone, but also expected and other novelties.
The mid-range iPhone Xs starts at the same $999 price as last year's iPhone X, and is functionally similar. The company typically discontinues older models each year when it launches new ones.
Well, unsurprisingly for a brand that puts such a focus on design (and whose chief designer was flipping knighted) it's not an ugly device in any way.
The relatively small changes to its lineup, following last year's overhauled iPhone X, were widely expected by investors, who sent the company's shares down 1.2 percent to $221.07. While iPhone Xs and iPhone Xs Max feature an attractive OLED display, Xr continues to feature an LCD display. On the iPhone XR, though, the water resistance remains at IP67.
Apple also introduced a lower-cost 6.1-inch (15.5 cm) iPhone XR made of aluminium, starting at $749. With new iPhones announcement, the company is also expected to launch new Apple Watch, iPad Pros, AirPods, and MacBook Air 2 as well. That adapter, which used to come included, will now cost buyers an extra $9.
The rest of the iPhone XR's design is predictable if you've seen the iPhone X or checked out pics of the new XS, with the same buttons for the volume and to activate Siri on the left- and right-hand side of the phone respectively.
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In the build-up to the iPhone launch, much of the talk was around the screen of the iPhone XR. The smartphone and phablet category has shifted a lot over time, and the screen size sweet-spot seems to have settled at 5.5 to the 6-inch category. That being said, it comes with something called liquid touch.
This is really only an issue when using apps or watching movies in landscape, as that little notch at the top (housing the cameras, speaker and sensors) will get in the way when you decide to fill the screen with content.
Where battery life is concerned, iPhone Xs offers better battery life than last year's model.
Again, that shouldn't be all that surprising considering Apple's refreshed line-up ranges from the iPhone 7 on the low end at $449 to the iPhone Xs Max at $1,099. It works rather nicely, considering it's "faked".
Those four models are also no longer available through Apple's website.
In my opinion, the most important factor that we need to take notice is the bigger screen.
It seems that if you just want a camera that can take a nice picture when needed, and no fancy bells and whistles, the iPhone XR will do you just fine. The iPhone 8 starts at $599. Apple says this is the most advanced LCD display in the market.
Impressively, the iPhone Xr also includes the same A12 Bionic SoC as the iPhone Xs and Xs Max. After proving it could charge more for new iPhones, the company has quietly increased the price to buy into the newest models. Notably missing: the iPhone X, the iPhone 6S and 6S Plus, and the iPhone SE.
12 September is also the presentation of two iPad Pro with a screen 11 and 12.9 inches.