Apple also introduced the iPhone XS (starting at $1,000) and XR (starting at $750), two very similar phones with slightly different features. That's right. To sum it up, if you buy a new iPhone Xs with a new paid line of service and get up to $700 off a 2nd iPhone plus a free line of service.
Obviously, the improvements to older phones are welcome and have lead to people on social media touting the benefits of hanging on to older models rather than shelling out for the new products. The 6.5-inch iPhone looks incredible and one could be yours within days.
Pre-orders are now live, with shipping from 21 September.
As Apple's Lisa Jackson said of iPhones at Wednesday's event, "because they last longer, you can keep using them - and keeping using them is the best thing for the planet".
While the company has not come forward with any particular explanation for withdrawing the models, some observers point out that Apple failed in its attempts to lower the cost of production of the iPhone X. The so-called replacement for the iPhone X, the iPhone XR is fitted with an LCD panel and a single camera setup in the rear.
The iPhone Xs features 4 GB of RAM and so does the iPhone Xs Max smartphone.
There's a great deal around for the iPhone XS Max which has a 50GB data offering at £68 a month, with UL mins and texts, plus an upfront fee of £99.99.
In the CPU, GPU, UX and memory tests of AnTuTu, the iPhone XS has respectively scored 133,561, 150,931, 66,474 and 12,559 which brings the total benchmarking score to 363,525. If you can upgrade today, Carphone Warehouse has specific upgrade-only deals that aren't available to new customers.