The XR, meanwhile, is a "budget" (by Apple standards) variant that uses an LCD display panel and has only one camera. It doesn't represent a seismic shift like its predecessor but it does still come with a smattering of upgrades.
The 64GB model costs £999 SIM-free, £1149 secures you the 256GB version while you'll need to fork out a whopping £1349 for the 512GB model. Well, both the Xs and Xs Max will launch on 21 September, with preorders starting on 14 September. The iPhone Xs Max is the Supersized Big Mac and fries phone for an era of healthier digital diets.
The display stretches edge-to-edge and is protected by the most durable front glass ever found in a smartphone. Over a quick five second pawing it would be quite hard to tell the difference.
The phones are available in silver, gold and space grey. The iPhone XS (pronounced "ten ess") and XS Max are the updated versions of last year's iPhone X, with faster processors and better GPUs. They now feature, according to Apple, "the most durable glass ever in a smartphone" - not that you'll be keen to test out that particular claim.
Apple claims the new iPhones can launch apps 30 per cent faster than the iPhone X, and Face ID will unlock more speedily, too (I did not get to try the latter due to limited time with devices). It supports HDR video and wide colour. That's the magic of aspect ratios: The XR's screen is taller and narrower and goes right up to the edge of the phone, with the infamous notch at the top, so Apple can quote 6.1 inches while making a physically smaller phone.
Apple also highlighted its recycling program called GiveBack. That actually took a fair amount of finessing in order to achieve the slim bezels and curved corners, Apple says.
Williams also said the watch's battery life would be the same as the previous edition of the Apple Watch, at 18 hours. The phone doesn't have gigabit LTE like the XS does, although it does support T-Mobile's new rural Band 71. We'll have to save plugging in a decent pair of headphones for our full review. The iPhone Xs is at last official - alongside the iPhone Xs Max and iPhone XR, and despite all the secrecy and speculation, it's much as everyone expected it to be.
New Apple iPhones are coming.
Moving to the camera, both the iPhones will have two 12-MP cameras one of which will be a telephoto lens and the other will be a wide-angle lens.
Some of the stock images we saw looked stunningly clean and realistic, but the real test will come when it comes to the quality of those tricky-to-do low-light shots. Starting with the iPhone 7, launched in late 2016, Apple ditched the headphone jack, infamously citing the "courage" to move forward with new audio technology. Pricing starts at $399 for the Global Positioning System version and $499 for a version with LTE connectivity.
If you already own an iPhone X, does the iPhone XS do enough to warrant an immediate upgrade?