And that presents a real threat to Apple's Android competitors. It's a personalised version of the Animoji tech it revealed past year.
The 10.5-inch iPad Pro will get an 11-inch display but keep the same external dimensions as the bezels disappear and Apple's Face ID array gives the display the infamous notch.
While it's not a new feature in the smartphone world, it does look very good on the iPhone XS, and certainly in the quick snaps we took in the demo area (sorry we weren't allowed to share them), it works.
Apple also showed off a cheaper iPhone, called the iPhone XR.
BA hacked: 380,000 card payments 'compromised' in breach
However, since the breach , BA have declared that the issue has been resolved and their website is working normally. British Airways says the problem has been fixed and that its systems are no longer affected by the cyberattack.
The iPhone XS will feature a tougher glass case that promises to be Apple's toughest glass yet, while new IP68 waterproofing capabilities mean you can drop the phone in water up to 2m for 30 minutes without damage, something we look forward to testing in our review.
The 5.8-inch iPhone XS and 6.5-inch iPhone XS Max sport OLED SuperRetina displays, the company's most advanced to date, Apple executive Schiller claimed, alongside improved stereo sound.
The iPhone Xs is the latest version of the middle-sized iPhone, with a 5.8-inch screen. I've heard complaints about the Pixel 2 XL's size regularly, and all signs (i.e, CAD measurements) point the 3 XL being just as large this year.
Other smartphones in the market, like Google's Pixel devices, also ditched a home button equivalent for a couple of generations ago.
Apple revealed its three new iPhones on September in an event at the Steve Jobs Theater in its Apple Park HQ. The Xr also has also has a single-lens rear camera instead of dual lenses, so it can't do optical zoom, though it still offers the depth control and portrait mode features of its pricier siblings.
Novak Djokovic expresses frustration with team during match
He also lead with a break in the third-set tie-break before hitting two consecutive double faults to gift Nishikori the advantage. She has 23 Grand Slams to her name and is just one Grand Slam away from equalling the world record set by Margaret Court (24).
For everyone else, many of whom are still using iPhones they purchased several years ago, there's the XR. A12 Bionic features a six-core fusion architecture with two performance cores that are up to 15 percent faster, four efficiency cores that are up to 50 percent more efficient, a four-core GPU that is up to 50 percent faster, powerful Apple-designed Image Signal Processor (ISP), video encoder and more. There's no way the Pixels will be offered in such a wide range of hues.
Apple's new products aside, it's worth noting that Apple today seemingly axed a number of existing iPhones from its product lineup. Google has explicitly ruled out the possibility of a Pixel smartwatch this year, leaving them without any wearable story to tell at all (sorry, old and exhausted Wear OS watches are not a proper Apple Watch analog).
The new Apple Watch Series 4 device has a 35% bigger display screen than its predecessor and comes in two different sizes: 40mm or 44mm.
Apple just announced that its lower-cost iPhone is officially known as the iPhone XR. Made from 7000 series aerospace grade aluminium, it comes in white, black, blue, and coral yellow.
Apple has bolstered the batteries loaded into each phone too. And that's bad news for the still-learning, still-growing Pixel program.
Japan's deadly typhoon is the worst in 25 years
In just 48 hours, the storm morphed from a tropical storm into a bonafide Category 5 monster with sustained winds up to 175 mph. In central Osaka, the wind sent a 100-metre-tall ferris wheel into a furious spin, even though its power had been cut off.