While the iPhones will be the Wednesday's main attraction, Apple's growing smartwatch business will see stage time, too. The strategy is working, helping Apple become the first publicly traded US company to hit a market value of more than $1 trillion earlier this year.
Apple will be live streaming its iPhone event online via its website.
The 2018 Apple event at Steve Jobs Theater in Cupertino, California has finally arrived, and minutes before it began, CEO Tim Cook didn't seem prepared. While Xs will be an advanced version of the iPhone X, iPhone XC will be its low-priced version.
A new set of photos has leaked that could hint at unique color options for this year's mid-range, 6.1-inch LCD iPhone.
The well-respected analyst also expects the new Apple Watch 4 to sport a ceramic backside instead of composite glass and support advanced heart rate monitoring using electrocardiography (ECG).
Apple's other products category, including HomePod, AirPods, Apple TV, Apple Watch, Beats speakers, headphones and accessories, had sales worth $3.74bn in the third quarter, a jump from $2.74bn a year ago.
New models were referenced in several places in Apple's site code - including for offers on AppleCare.
As with the iPhone X, this larger phone would have a screen that runs from edge to edge, in an effort to maximize the display without making the phone too awkward to hold.
Apple's tentatively named iPhone XS Max is said to sport a flagship price at $1,049 (£1,049), while the iPhone XS will be slightly more affordable at $999 (£999).
APPLE is expected to unveil its biggest and most expensive iPhone early tomorrow morning as the tech world eagerly awaits its biggest annual product event.
But Australia has been a loyal market for Apple.
Here, The National takes a look at Apple's new line-up.
Apple shares were down 0.9 percent at $221.75 in midday trading.
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