To begin with, Apple Watch 4 now sports a 30 percent larger screen with much smaller bezels.
Apple also announced a new iPhone XR starting at $749, available in October, with a 6.1-inch display to broaden its pool of buyers.
APPLE smashed all smartphone price records this morning, unveiling its biggest iPhone screen inside its most eye-wateringly expensive mobile phone to date. The iPhone XS has the same 5.8in-sized component as the original, while iPhone XR's screen is 6.1in but is lower quality.
If the speculation pans out, the even-bigger iPhone would represent Apple's attempt to feed consumers' appetite for increasingly bigger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are.
As for battery life, Apple promises that the new phone will last one and a half hours longer than the iPhone 8 Plus.
Along with the Xs and Xs Max, it boasts the "hardest glass" ever seen on a smartphone.
The XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera - just like the iPhone X.
iPhone XR design and features: What does the iPhone XR look like?
The iPhone XS and larger XS Max are Apple's latest flagship devices.
"While it's now the cheapest new iPhone of the lot, the iPhone XR gets a large 6.1" edge to edge display that uses IPS instead of OLED.
This is Apple's biggest update to the Watch since it was first launched so there's a lot new here.
The iPhone XR features a 12-megapixel camera on the back of f/1.8 aperture size and wide angle lens.
The iPhone XR display has over 1.4 million pixels and a 326 ppi pixel density.
Apple's newest phones feature faster processors and better memory capacities than their predecessor.
For tech savants, the iPhone XSs offers a new processor for faster performance, storage space up to 512 GB and an overall improved display for better colour representation.
The iPhone XR starts at $749 Dollars, which we anticipate translating as £749 and will be available to order from 19 October.
But here's the thing: While everyone else gets dual SIM capability via a single physical nano SIM combined with a digital eSIM, China gets something unique. The XR will also come with more color options including black, white, red, yellow, coral, and blue. While on the other hand, the iPhone XS will be starting at $999, iPhone XS Max is a higher-end version with a price of over $1,099.
However, the most hyped feature of the latest Apple Watch 4 is the built-in electrocardiogram (ECG or EKG feature).