Fall is a time for cozy sweaters, pumpkin spice lattes, and new iPhones.
"We all knew this was going to be a transitional but not transformational phone update", said Trip Miller, managing partner at hedge fund Gullane Capital, which owns Apple shares.
And then there's the iPhone Xs Max, which is the closest Apple has ever come to full smartphone overkill.
Bar the camera and screen, the rest of the specifications are largely the same as the XS and XS Max.
During the launch event, Apple's Phil Schiller said the new phones are 'incredible'.
The XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera - just like the iPhone X.
The popular portrait mode, which de-focuses the background of a photo to emphasize the subject, has a new setting.
With the added feature, photographers can change how crisply a photo's background is displayed, so that they can better emphasize the picture's subject. There's no home button on any of them - love it or hate it, Apple is putting the fingerprint reader permanently out to pasture. Consumer demand for the iPhone has lagged, but the more expensive iPhone X helped drive a 20 percent increase in revenue generated by the smartphone lineup last quarter.
The iPhone XS will start at $999 and the iPhone XS Max will start at $1099.
It claims the iPhone XS runs for half an hour longer than last year's X, while the XS Max lasts an additional 1.5 hours.
Apple Inc. took the wraps off a renewed iPhone strategy on Wednesday, debuting a trio of phones that aim to spread the company's latest technology to a broader audience. The iPhone 8 starts at $599.
The XR has the same chip as the iPhone Xs and the front camera is also the same.
You'll be able to pre-order the iPhone XR beginning Friday, October 19, and it will hit stores on Friday, October 26, in more than 50 countries.
According to Schiller, Apple's senior vice president of worldwide marketing, it's the most 'advanced single-lens camera the company has ever created'.
Although both the 13-inch and 15-inch MacBook Prowere just refreshed with Coffee Lake processors in July, the announcement was given little fanfare compared the grand reveals new iPhones and Apple Watches are given.
Apple also put a new electrical heart rate sensor in its watches that makes the device work as an electrocardiogram, or ECG.
The Apple Watch Series 4 will be announced and have a slightly larger and higher definition display.
Both Bloomberg and Kuo also expect Apple to announce new AirPods this year with support for "Hey Siri" voice commands, along with a wireless charging case for both new and existing AirPods. Yes, it's wider and thinner and has a rotating crown with haptic feedback, so it seems to "click" as you turn it.