While boasting new levels of waterproof technology and a better camera, the reveal wasn't particularly shocking when compared to previous iterations of the iPhone.
The iPhone Xr is prices starting at $749 for the 64GB model.
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'.
But as the assembled reporters and analysts were starting to zone out, and as Apple's stock price slipped, the company unveiled what will prove to be its sleeper hit. The only potential hiccup to a record-breaking quarter is the fact that the iPhone XS won't launch until October. The rear camera may only have a single sensor, the same 12-megapixel CMOS as the iPhone Xs uses as its primary camera, but Apple has gone the computational photography route for faux-bokeh in Portrait mode.
"Did they really name the new iPhone the 'excess"?' XS? Is this an SNL skit?' another user commented. Small-handed people are just going to have to deal; Apple seems to be moving away from smaller phones in general (it's stopped selling the iPhone SE). Despite being a "budget" phone, the iPhone XR also gets dust and water resistance rated at IP67. The last two iPhones that had a headphone jack are now discontinued. Instead of using stainless steel like the iPhone X and XS, the XR uses 7000 series aluminium for its metal frame. It's got the same basic design of the iPhone X and XS, with a large edge-to-edge screen.
The high-end iPhone X is getting an upgrade and new size options: a 5.8-inch iPhone XS ($999) and the 6.5-inch iPhone XS Max ($1,099).
For comparison, the iPhone XS Max is bigger even than the Galaxy Note 9, which spans 6.4 inches.
It claims the iPhone XS runs for half an hour longer than last year's X, while the XS Max lasts an additional 1.5 hours.
So mark your calendars, if you're ready to pay Apple's highest price point yet, the new phones will be out in Malta on September 28th. The 512GB iPhone XS Max will put a €1,300 dent in your pocket. It comes in a stunning new gold color, in addition to silver and space gray.
During the launch event, Apple's Phil Schiller said the new phones are 'incredible'. It has all that we have grown accustomed to with the iPhones but in a bigger and better avatar.
Inside there is a next-generation S4 chip with a custom 64-bit dual-core processor, delivering twice the speed while maintaining the same all-day battery life, according to Apple's own testing.