Apple debuts larger, faster iPhone Xs and massive iPhone Xs Max

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The strategy is working, helping Apple become the first publicly traded USA company to hit a market value of more than $1 trillion earlier this year.

It was the first mass-market smartphone to demand a $1,000 starting price.

Apple's event is happening soon, but a leak may have confirmed the rumors.

As expected, the designs of the two new iPhone models closely mirror the iPhone X, with edge-to-edge displays and notches to accommodate the front-facing sensors and cameras. In addition, iPhone also unveiled a more affordable iPhone Xr, which effectively replaces last year's iPhone 8, and comes in a range of new colors. 2018 may also be the year Apple finally launches a dual-SIM iPhone model, though that may be limited to just the Chinese market.

The company plans to introduce new Apple Watches with larger screens that go almost edge-to-edge, showing the user more information.

Those smartphones, he said, would also be pricier, helping Apple make more money.

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We're fully expecting Apple to announce the Apple Watch 4 later today, but the company appears to have slightly jumped the gun, as its sitemap files were seemingly updated to include links to the unannounced wearable in 40mm and 44mm sizes.

Both phones feature Apple's TrueDepth camera system and FaceID facial recognition for authentication.

Apple for years was known for being very secretive about new product launches, but in the last few years, iPhone specifications have routinely found their way into the public domain before the launch.

But Australia has been a loyal market for Apple.

Fans of Apple may also remember that the company promised a wireless charging pad, the AirPower, a year ago. The average cost of each iPhone sold hit $724 in Apple's most recent quarter, well above analyst expectations.

Major changes to US trade policy is one of the few serious threats to Apple's business.

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