After months of rumours, leaks, speculation and mystery, Apple has finally unveiled its latest trick - introducing us to its new batch of iPhone models, the XS, XS Max and XR.
The phones have been unveiled at an event in Cupertino, California, this evening, with Apple CEO Tim Cook taking to the stage to say: "Today we are going to tell you about two of our most personal products, and how we are going to take them even further. So let's get started with the Apple Watch."
He said that the Apple Watch is the number one watch in the world (not smartwatch, but watch, he stressed), adding: "Think about how much the Apple Watch has grown in such a short period of time."
He then showed everyone the snazzy new Apple Watch 4, which is thinner than its predecessors. The pre-orders begin on Friday, September 14 and it goes on full sale on September 21. It also has many new features, including a breath timer for destressing and a function that detects falls before contacting emergency services. Oh, and you can also add headshots of your family on the watch face, which isn't creepy at all.
"It all starts with a stunning new display," explained Apple's chief operating officer, Jeff Williams.
"We pushed the screen right to the edges, and curved the edges to match the Watch."
It looks pretty cool. Well, it looks like a watch - but we all know what we're really interested in.
Cook gushed: "We are going to take iPhone X to the next level. I am going to show you what is by far the most advanced iPhone we have ever created. This is iPhone XS."
That's right, kids, meet the new 5.8-inch iPhone XS and its larger counterpart, the XS Max, which measures 6.5 inches - the largest display ever seen on an iPhone. In fact, the XS Max's 6.5-inch screen sits on a body that's about the same size as the iPhone 8 Plus - the screen of which was a full inch smaller.
Featuring a new OLED display, the phones are also available three finishes.
Apple's senior vice president of worldwide marketing, Phil Schiller, talked us through the features, including a new A12 Bionic chip with neural engine. Schiller explained that the processor can take on '5 trillion' processes per second, and that the new models benefitted from 512GB storage - or, to put that into real world context, enough storage for 200,000 photos to be saved onto the device.
The XS also has faster algorithms, meaning you'll be able to unlock your phone quicker (you know, because anything slower than instant these days is a pain in the ass), and also features what Schiller said is the 'most secure facial authentication in a smartphone, ever'.
Then there's the new 12MP dual lens camera, which has 'smart HDR' and 'zero shutter lag', taking multiple frame shots in one go, merging them together to create the 'perfect photo'. Clever.
However, what's even more impressive is that it also lets you change the depth of field after taking a photo, in the editing stage - something that Schiller says has not been possible with any camera before.
Battery life? Sure, let's extend that, too - the XS and XS Max models will apparently have an extra hour and a half of battery, much to the delight of tech addicts everywhere.
Then Cook introduced the XR, which features a 6.1-inch liquid retina display, that nifty little A12 Bionic processor and a new 12MP camera system.
This one comes in six colours, and, starting at £749 is cheaper than the XS and XS Max - which start at £999 and £1,099, respectively.
Featured Image Credit: Apple