Apple Watch Series 4 first impressions: Bigger display, ECG feature and more

The gold space gray and silver finishes on iPhone Xs

The gold space gray and silver finishes on iPhone Xs

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. The new iPhones are built on the blueprints of the iPhone X, therefore feature notch-based screen and premium glass design.

Apple launched the iPhone X past year, and for the first time in more than a decade sales did not go as well as analysts had anticipated.

Briefly returning to the XR's camera tech, Apple says the device will come with "TrueDepth" camera sensors, which reportedly paves the way for significantly faster Face ID authentication.

The phones are equipped with faster processors and better memory capacities than ever before, relying on Apple's new A12 Bionic chip. This time Apple has also given dual SIM support.

And like the XS and XS MAX, the XR features Smart HDR, which preserves better highlight and shadow details across photos.

The iPhone XS and iPhone XS Max boast dual 12-megapixel cameras on the back of f/1.8 aperture size wide angle lens and f/2.4 telephoto lens. The new device will be available to pre-order beginning Friday, October 19 and in stores beginning Friday, October 26. Apple also shared that the second wave of shipment will begin on September 28.

Apple with the launch of its latest line-up of iPhones has taken a step further into the future, in means of how upcoming phones would be.

The iPhone Xr is prices starting at $749 for the 64GB model.

The Max is the Xs' bigger brother. This looks like a direct replacement of the smaller iPhone 8.

Because of its bigger display size, the pixel density is lower at 326ppi which is on par with the regular iPhone 8. The device kills the 3D touch feature but added some haptic feedback, so the screen vibrates a bit in response to touch. The cheapest phone in the iPhone line up is the iPhone 7, starting at $449.

The XS will start at £999, the same as last year's iPhone X.

The iPhone XS gets 30 minutes more battery life than the X and the XS Max, 1.5 hours more.

Mr Schiller said the iPhone XR was introduced to help Apple "reach as many customers as we can". The device features IP68 dust and water resistance, allegedly allowing you to drop the phone into a swimming pool, dive down to retrieve it, and continue to use it as normal after a drying-out period. Notably, to increase its appeal, Apple is making the iPhone XR available in six different colours: Red, Yellow, White, Coral, Black and Blue.

In addition, Apple said the Series 4 Apple Watch will also be able to detect when someone falls - and can tell the difference between a trip and a fall.