Executives made the announcement at the Steve Jobs Theater at Apple's new circular headquarters in Cupertino, California, named after the company's co-founder who wowed the world with the first iPhone in 2007.
New models were referenced in several places in Apple's site code - including for offers on AppleCare.
Despite the cost, over 42 percent of current iPhone owners in the United States are planning to upgrade to whatever Apple announces today. The 5.8-inch iPhone X replacement has always been known as iPhone XS, but the largest of the threesome has been called either iPhone XS Plus or iPhone XS Max.
There was some expectation that Apple was going to lighten its load a little bit by unveiling some new hardware, like the 2018 iPad Pro lineup, at this year's Worldwide Developers Conference back in June, but that obviously didn't happen.
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A low-priced version of the iPhone X, with a 6.1-inch screen, it is expected to attract mass attention. Hall, however, believes Apple will price it closer to $849 given better-than-expected demand for the current iPhone X this summer.
Industry analysts expect the price of new iPhones to start from Dh3,200 and it could go beyond Dh4,500.
If you are not able to follow the event live, tune in to our homepage and we will have all the info about the new iPhones and the eventual new iPad, new Series 4 Apple Watch, the iOS 12 and everything else Apple decides to pull out of its magic hat.
Apple also is likely to announce a revamping of its "budget" offerings.
Apple sold 41.3 million iPhones in the third quarter of 2018, up slightly on the 41m sold in the same period a year ago, according to the data compiled by Bloomberg.