On the surface the camera specs appear the same as last year's model, but Apple reckons its new Smart HDR tech, ability to control the depth of field on portraits and faster sensors will have you shooting better photos than ever before.
Though the new model doesn't feature 3D Touch, Apple has packed in an alternative called Haptic Touch, which provides haptic feedback when the user presses on the display. Apple's new A12 Bionic chipset is either the world's first or second 7-nm mobile processor (Huawei and Apple are both claiming to be first) and is obviously more powerful and faster than the iPhone X's A11 chipset.
The iPhone Xs Max - the new naming scheme for the larger edition - will ship with a 6.5in, 2,688 x 1,242 display.
The phone has the same TrueDepth Face ID camera (and notch) on the front as the iPhone XS.
"Apple Watch has become an intelligent guardian for your health", chief operating officer Jeff Williams said. If you ever find yourself asking Siri to do the same kinds of things with any regularity, this should help speed that up. You can also now adjust the intensity of that creative blurry background feature called bokeh AFTER you take a picture.
It can also detect when you fall by calculating wrist trajectory and other movements and can send that data to an emergency contact.
For those who travel or want to swap between different phone numbers on a single device, the phones support a dual SIM. This means you might not have to carry around a work and personal phone anymore. Both devices have a glass back.
Because of its bigger display size, the pixel density is lower at 326ppi which is on par with the regular iPhone 8.
The watches will be available on September 21st, with orders opening September 14th.
The iPhone XR is kind of that. It shares numerous same features as the Xs - including the processor, Face ID and no home button.
Apple's sales figures demonstrate it doesn't have trouble attracting consumers willing to pay top prices. Instead, it has an LCD screen.
The company also introduced a lower-cost 6.1-inch (15.5 cm) iPhone XR made of aluminum and with lower screen quality.
"Apple, once again, has shown their mastery of pricing tiers, which will extract more revenue per customer", analyst Gene Munster of Loup Ventures wrote in a note. While some might be quick to fault the company for copying others or coming out with features later than rivals, it's their attention to detail, ecosystem and gradual evolution that keeps people coming back for more.
The Apple event last night marked the debut of dual-SIM functionality on iPhone models, a feature users have been clamouring for in markets such as China and India for years.
But the biggest upgrade to this year's iPhone model is something you can't see: A new chip.