Apple's new phones are the XS with a 5.8-inch (14.7-cm) screen, starting at $999, and the XS Max - the largest iPhone to date and one of the biggest on the market - with 6.5-inch (16.5-cm) screen, starting at $1,099.
The iPhone X also got rid of the home button to make room for more screen and introduced facial-recognition technology to unlock the device.
Even with all this power, Apple says the iPhone XS will last 30 minutes more, and the iPhone XS Max one and a half hours more, than the iPhone X between charges.
The phones are updates to last year's iPhone X (10), which was released to mark the 10th anniversary of the smartphone.
Apple's foray into the wearable world received its first major design upgrade on Wednesday with the Apple Watch Series 4, a health-minded gadget with new perks for fitness fanatics.
The company has been affected by leaks in the past.
It wouldn't be September without a big iPhone reveal event from Apple.
The tech giant will live-stream its event on the social media platform for the first time on Wednesday as it looks to draw in a larger audience.
Dual SIM support - which lets a phone use two phone numbers and carrier plans at the same time - will be coming to the iPhone XS, XS Max and XR. There is also a nifty feature called Dual SIM support, which means you can activate the phone with two separate phone lines.
Millions Prepare for Potentially Catastrophic Florence
The governors of North and SC and Virginia declared states of emergency far ahead of the approaching storm. A hurricane warning is in effect from the South Santee River in SC to Duck, North Carolina.
The new Apple Watch Series 4 features sensors that can detect when wearers suffer a heavy fall as well as alert them if it clocks abnormal heart rates.
The XR will come in fancy colours like blue, yellow, project red, white, black and coral.
We'll start with the XS.
Sam's Club is throwing in a $100 gift card to members who purchase and activate an iPhone XS or iPhone XS Max from September 21st through September 23rd with either AT&T, Sprint, or Verizon.
Three new iPhones are heading our way: the XS, XS Max, and the XR. The display consists of a total of 2.7 million pixels, features a pixel density of 458 pixels per inch, and has a notch cut-out for the front-facing camera.
People will be able to buy the Apple Watch Series 4 with Global Positioning System for $399 while the version with cellular connectivity will cost $499.
Analysts expect the devices to come in new colors: Gold, anyone?
In 2016 Phil Schiller, senior vice president of worldwide marketing at Apple, said: 'The reason to move on: courage. In the USA, the ECG feature in the Watch Series 4 has been approved by the FDA.