Last week, US President Donald Trump told Apple - in a tweet, how else? - that if it wanted to avoid the inevitable price rises that the trade spat with China would bring, it could bring manufacturing back to the US.
The California tech giant said it would begin selling its 5.8-inch iPhone XS and 6.5-inch iPhone XS Max later this month, keeping the starting price of the company's top-end model at $999 but bumping the entry price for the version with the larger screen. That size, The Verge noted, also makes it one of the largest phones across the entire market.
"It's classic Apple and Tim Cook", said Clement Thibault, senior analyst with Investing.com. At the front on each, there's a 7-megapixel TrueDepth camera. Apple has done coloured phones before, with the iPhone 5c, but these colours are shimmery aluminium under glass, and they have a rich, enamel-like look to them. The iPhone XR will start at $749. Unlike the other two models, this phone comes in a variety of different colours - blue, white, black, yellow, coral and red.
As a result, many have pointed out that it sounds much like "excess" and 'excess Max'.
The third model, called the Xr is Apple's biggest hardware bet of 2018.
"But the next "big one" - a success and growth driver on the scale of the iPhone - has not yet been determined".
They start at $599 with Global Positioning System, and $749 with Global Positioning System and cellular.
However, unlike the Super HD Retina Display found in the iPhone X, iPhone XS and iPhone XS Max, the Liquid Retina Display in the iPhone XR relies on an miniaturized LCD display panel rather than an OLED one.
Even if you're not springing for a new iPhone, customers will be able to download iOS 12 starting Monday September 17. iOS 12 features new Animojis, customized Memoji and a much-anticipated time management feature to help people use their devices less. Apart from the iPhones launched, Apple also upgraded its smartwatch, the Apple Watch series 4, with a larger display and enhanced smart features. Yes, it's wider and thinner and has a rotating crown with haptic feedback, so it seems to "click" as you turn it. (This feature was previously only available via the screen). The latest wearable also touts a built-in (and FDA-approved) EKG sensor to help diagnose heart diseases and other conditions.
The world's first trillion-dollar company is seeking to widen its product's appeal amid slowing sales. With the redesigned Apple Watch Series 4, it will automatically detect if you've fallen and ask you if you want to send an Emergency SOS.
Apple also highlighted its recycling program called GiveBack. They mean little, for every mobile device on the face of the earth will not re-use vital bits over again. All of the phones also support Bluetooth 5.0 for use with third-party wireless headphones.
Schiller says the new iPhone can take even more detailed bokeh photos, these pictures blur the background and give more emphasis to the portrait.