Following Apple's iPhone X, announced at last year's product event, the company unveiled on Wednesday its new line of smartphone and smartwatch products.
Taking center stage at Apple's California HQ were three new iPhone models.
The iPhone XS is water-resistant, and comes with a 5.8 inch OLED screen, the same dimensions as last year's iPhone X.
According to Phil Schiller, Apple's senior vice president of worldwide marketing, despite its similar physical features to the previous model, the XS model offers a new processor for faster performance and storage space of up to 512 GB.
The XS also features an improved dual-camera system.
Apple is also rolling out its largest handset to date: the iPhone XS Max.
It's equipped with a 6.5 inch OLED screen, and will run on the biggest battery Apple has ever put in a phone.
Schiller says the battery last an hour and a half longer than its previous model.
The third new model,.. the iPhone XR, comes in color aluminum finishes and features a 6.1 inch edge-to-edge LCD display.
The XR will be similar to the iPhone X and XS, but runs on faster processors and offers enhanced camera settings.
The XR model starts at a lower price point than many of Apple's most recent releases, giving users a more affordable option.
The iPhone XR will start at 749-dollars, while the iPhone XS will starts 999-dollars.
The most expensive option, the XS Max, will start at just under 11-hundred dollars.
The XS and XS Max models will be available for pre-order on Friday, and ship on September 21st.
The XR model will be available for preorder on October 19th, and will ship a week later.
Apple also unveiled a new version of the Apple Watch, the Series 4.
The watch will be equipped with better fitness tracking and new health features.
Features include advanced heart monitors, for taking an electrocardiogram, or ECG.
Apple says the Series 4 is the first over-the-counter device that can hold an ECG, alerting users if they might have heart conditions.
The screen is 30-percent larger than the last Watch generation, while the core apps have been updated and redesigned, and users can customize a brand new watch face.
Lee Seung-jae, Arirang News.