Apple will nearly certainly share more details on Wednesday at its annual event in California.
"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. It's large, with a 6.1-inch display and familiar cutout at the top of the screen for FaceID recognition.
The new iPhones feature dual SIM capability and promises faster networking.
On the surface the camera specs appear the same as last year's model, but Apple reckons its new Smart HDR tech, ability to control the depth of field on portraits and faster sensors will have you shooting better photos than ever before. It also offers improved IP68 water resistance.
Still, for those who started out with the iPhone 3G a decade ago, we can't help but feel nostalgic for the familiar circle.
And to make it all more exciting, Applealso introduced the iPhone XS Max.
As 9to5Mac reported ahead of the Keynote, the phone will feature a 6.1-inch, edge-to-edge LCD screen that Apple calls the Liquid Retina Display. The bright, multicoloured phone made from aluminium glass and with an edge-to-edge screen, is the smaller newest iPhone. A bigger version will be called the iPhone XS Max, which looks to be about the size of the iPhone 8 Plus, though the screen size is much larger. It also features a king-size price of $1,099.
The camera on the iPhone XR has had one hell of a shakeup; there's a single camera system, which the company assures is the "best ever".
Bigger and a little less pricey: iPhone XR ($749).
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The camera also benefits from the new power of the A12 Bionic processor, improved sensors, and improved image signal processor.
The iPhone XR will come in six colours: white, black, yellow, blue, coral and a special Product (Red) edition from the off.
This could be the iPhone that finally persuades the hundreds of millions of people holding on to old iPhones to upgrade.
"This update really establishes the company's increasing efforts to push the watch as a serious medical device", he said of Apple.
Will we get one more thing?
The importance of these new iPhones to Apple and AAPL shareholders can't be understated.
Apple's special media event is now in the books and, per usual, there's a whole lot to pore over.
What is surprising, though, is Apple's decision to eliminate the iPhone SE altogether.
In comparison, the starting price point for the iPhone Xs is listed at $999 USD, while the Xs Max is just one hundred dollars more, $1,099 USD, both for the 64 GB model. All of this unlocks new experiences for games, photography, video editing and graphics-intensive apps while still offering great battery life.
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