Expectations for Apple's lineup have been fueled by reports from Apple analyst Ming-Chi Kuo, who is based in Taiwan, where numerous contracts manufacture that also make Apple products are based.
Apple - like Google, Samsung and other big tech companies - has lately been talking up a newfound interest in digital health and limiting excess screen time.
The iPhone XR has debuted with a 6.1in screen and a brand new all-screen liquid retina display ("the most colour accurate in the industry") along with an all-new advanced single camera system.
Part of the answer to the Apple growth question is higher prices: The company's iPhone unit sales were flat last quarter, but profits were up 23 per cent.
It starts at $749 in the USA, £749 in the United Kingdom for the 64GB version.
Apple revealed its three new iPhones on September in an event at the Steve Jobs Theater in its Apple Park HQ.
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The cameras on the phones are, as usual, "better than ever before", said Apple exec Phil Schiller, who has uttered the same words at previous events.
The iPhone XR was just released by Apple amid much fanfare in California; retailing at $749 (£749) upwards, it is powered by an A12 Bionic chip, and comes in three storage options: 64GB, 128GB and 256GB.
Apple Inc introduced its largest-ever iPhone and a watch that detects heart problems on Wednesday in an attempt to get customers to upgrade to more expensive devices in the face of stagnant global demand for smartphones. The iPhone Xs and iPhone Xs Max have OLED screens, and the iPhone Xr sports a lower price tag and LCD screen. The only potential hiccup to a record-breaking quarter is the fact that the iPhone XS won't launch until October. The cheapest version of the iPhone Xs with the most limited amount of storage (64 GB) will cost $999, while the Xs Max's base price starts at $1,099.
'IPhone XR makes it possible for even more people to have the great experience of the latest iPhone X technology, in handsome new designs, at a more affordable price'. Ten years into the iPhone revolution, most major websites now have a phone-friendly version that will look great and let you get down to business on that screen. But, as rumoured beforehand, it will be more affordable than the premium models.
The Max has a larger display than the usual Plus size phones but a similar body.
With two of them starting at $999 or higher in the United States, Apple appears to be taking advantage of a strong US economy, low unemployment, and rising household wealth. It has an improved dual camera (still arranged vertically) with adjustable depth of field.
Pre-orders for the iPhone Xs and Xs Max starts this Friday, September 14th.