Highlights of the new timepiece are its significantly larger screen options, twice-as-fast processor, new sensors, and watchOS 5.
With a bigger screen comes a whopping 3 million pixels, so you will view photos, videos, and games sharpest on the iPhone XS Max.
Both smartphones share the same design language as the original iPhone X which means you get a fully glass front and back with a stainless steel frame surrounding the edges.
As before, the dual cameras include a wide-angle and a telephoto lens, with are both equipped with optical image stabilisation.
Apple's latest A12 Bionic chip is its first 7-nanometer chip, and boasts improved energy efficiency.
This gives the phone up to 15% faster performance cores and up to 50% faster graphics performance.
But none of that is stopping analysts from doing what they do, analyzing recent sales patterns, looking at average selling prices in previous years, and trying to anticipate the market's response to Apple's three highly anticipated new iPhones. The Cupertino based company unveiled yesterday, the next-generation iPhone XS Max, iPhone XS and iPhone XR, which features new things like Super Retina OLED display, stereo surround sound, Dolby Vision, HDR 10, 3D Touch technology and much more.
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Other camera features include Portrait Lighting, Animoji, and Memoji.
The iPhone XS and iPhone XS Max are shipping in 64GB, 256GB or 512GB - the largest in-built storage ever shipped on an Apple-branded smartphone. You'll have to wait a bit longer for the iPhone XR, which launches on 26 October, with preorders from 19 October.
The iPhone XR is the successor to the iPhone 8, with prices starting at $749 in the US. For the benefit of owning an iPhone with a 6.5-inch screen you will have a hard time to carry that around in the back pocket of your jeans.
The iPhone Xr is also splash and water resistant, with a rating of IP67, and will also come in six new finishes: white, black, blue, yellow, coral and the exclusive (PRODUCT) RED edition, which helps raise awareness and inspire action to fight HIV/AIDS.
Ever since Apple ditched the headphone jack in favour of a sole Lightning connection, pushing consumers towards wireless earphones, the company has continued to bundle a free headphone adapter with all new iPhones to give users the choice. Greater screen area allows for app icons and fonts that are bigger and easier to read, while "complications" have been "beautifully enhanced to be more precise and informative", says Apple. The iPhone 8 starts at $599.
Weighing these futuristic new features against their hefty price tags, will you be waiting in line to grab your next iPhone or Apple Watch?