Apple Watch Series 4 arrives in 40mm and 44mm models

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The iPhone Xs Max - the new naming scheme for the larger edition - will ship with a 6.5in, 2,688 x 1,242 display.

'These phones really look wonderful, but "iPhone XS Max" is the worst product name Apple has come up with in this century, ' Twitter user @gilbert said. And it has the same A12 Bionic processor inside, so will support all the same new features.

Chinese iPhone users will also have dual SIM capability.

The XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera - just like the iPhone X.

In the middle of the iPhone XS and the iPhone XR launch, Apple also announced a new smartwatch.

The leak, discovered in new product page listings of the sitemap by the site All Things How, appears to confirm the three new phones will be called the iPhone XS, XS Max and iPhone XR.

As you've probably realised by now the Home button is well and truly gone and Face ID is here to stay.

As for the iPhoneXR, the price is €879 and it has a 6.1 inch display.

For comparison, the iPhone XS Max is bigger even than the Galaxy Note 9, which spans 6.4 inches. It shares numerous same features as the Xs - including the processor, Face ID and no home button.

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Storage isn't as generous as that offered on the more expensive devices, with just 64GB, 128GB, and 256GB options.

Now if you're wondering what the battery life is like then the iPhone XS reportedly has 30mins longer than the iPhone X while the iPhone XS Max has an hour and a half more battery life.

The iPhone XS comes in 64 GB, 256 GB, and 512 GB variants and starts at $999.

The biggest aesthetic shakeup is that the iPhone XR will arrive in no less than six new technicolour finishes, including blue, yellow and red.

Preorders for the XS start at $1629, and the XS Max starts at $1799.

The Apple Watch Series 4 will go on sale in Hong Kong on September 21, starting at HK$3,199 for the 40mm and HK$3,399 for the 44mm. The iPhone XS Max also comes in those three storage capacities and starts at $1,099. Sticking with the premium pricing model they started a year ago, the Xs is priced at $1,000, and the Xs Max will set you back $1,100, making it most expensive production iPhone ever. The edges are noticeably rounder, though it still retains the square look.

"I think Apple did extremely well here", GlobalData analyst Avi Greengart said after checking out the new offerings at the unveiling at the company's headquarters in Cupertino, California. The Digital Crown on the new Apple Watch has haptic feedback, while the back panel sports a black ceramic and sapphire crystal.

The new model will have the ability to take high-quality heart readings to detect irregular heart rhythms and other potential problems.