The new XS models come out September 21, while the XR is out October 26.
You can pre-order it in the United Kingdom on the 14 September and then it's available to buy in-store on the 21st September.
The XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera - just like the iPhone X.
Similar to the iPhone X, the XR gets a notch which also houses the same advance sensors which enable Face ID authentication.
The iPhone XS Max is the Plus version of the XS.
As we mentioned before, these events typically announce the newest iPhone.
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The Apple iPhone XS Max, due in Australia on September 21, will feature major upgrades to its display, its speed, its cameras, and even its colour, but it will cost Australian buyers more than $2000 for the first time, breaking last year's record price for the iPhone X by more than $500.
The iPhone XS Max has a starting price of $1,099 (for the 64GB variant); it is priced at $1,249 for the 256GB variant and $1,449 for the 512GB variant.
The iPhone XS Max packs much of the same specs as its smaller sibling, although Apple says the battery is a little stronger, providing an hour and a half extra compared to the iPhone X. However, the XR is still part of the iPhone X family, complete with its physical home button swapped out for "haptic touch".
China Mobile's Facebook page hints the new flagships could arrive with dual SIM card support.
Also featuring an all-screen design, it actually has a larger screen than the iPhone XS, coming up to 6.1-inches.
Others pointed out that it was a missed opportunity, arguing that the firm should have called its XS Max - which has the biggest iPhone display yet - the iPhone XL. The A12 Bionic chip with next-generation Neural Engine uses real-time machine learning to transform the way you experience photos, gaming, augmented reality, and more.
The "Apple's big news in 108 seconds" advert shows off the latest phones plus the redesigned Apple Watch Series 4.
The iPhone XR will be available for pre-orders starting October 19th, while shipments will begin from October 26th in over 50 countries and territories, including India.