In the end, though, the iPhone Xs and iPhone Xs Max are about doing just what we expected Apple to do: give its flagship a polish and keep it looking competitive against the high-end Android alternatives. Outwardly, it will look a lot like the iPhone X but will get a processor and memory boost.
The new phones include improved augmented reality features. Where the surprise (and, frankly, delight) comes in is when you turn that screen off. iOS has never had so much room to work on, at least not in a device you can hold - and use - single-handed.
Are people mad about it?
But the reaction so far isn't as heated as it was when Apple announced it was doing away with the headphone jack back in 2017.
Apple has launched a trio of iPhones and upgraded smartwatches that can detect heart problems at its annual product launch event in Cupertino on Wednesday.
The TL;DR version? Nothing revolutionary.
As for the XR's screen, it's just as bright as the OLEDs, but its HD screen resolution is lower than the screens found on the XS and XS Max.
Swedish right and left neck-and-neck as anti-immigration party gains
Lofven accused some of his opponents of being prepared to work with the far-right party, which he vowed his party would not to. The center-right Moderates have become especially tough on immigration, echoing numerous positions of the Sweden Democrats.
We'll start with the XS. This is Apple's attempt to capitalize on the popularity of the iPhone X screen notch, and features such as Animoji. Touch ID and the home button will be ditched in favour of Face ID and new gestures for accessing the home screen. And just like on the iPhone X a year ago, you'll now swipe up from the bottom of the display in order to return to your Home screen. The iPhone remains its biggest product, and the company is ready to make it even bigger.
The Xs Max smartphone has a 6.5-inch Super Retina OLED display, while the Xs has a 5.8-inch screen. Samsung launched its Note line in 2011 with a 5.3-inch phone that seemed comical at the time.
I'll need to start saving if I want one won't I?It will cost much less than the Xs and Xs Max, predicted to be around $600.
The two premium models come with OLED (organic LED) screens, while the XR uses a cheaper LCD screen. The company's smartwatch and its wireless headphones, AirPods, have gained sales momentum over the past year, and Apple is hoping to accelerate that with updates to both. You do still get a free pair of Apple EarPods, however. The company will be heavily pushing the new Series 4 Apple Watch (and the now-$279 Series 3), which is probably the biggest hardware leap for the Apple Watch since, well, the Apple Watch. The event, which is scheduled to start at 6pm United Kingdom time, will see Apple unveil three new iPhones and a brand-new Apple Watch as well.
However, in a nod to the China market, where many users have more than one phone number and electronic sim cards are not allowed, Apple has introduced a dual-sim card tray for the new iPhone XS.
It's supposed to speed up your whole phone (like opening your camera app or typing on the keyboard).
The smaller Pixel 2 past year started at $650, but its dated and comparatively crude design made that feel like less than a bargain.