Three new phones, one new watch and that's about it.
After losing the battle to leaks leading up to its annual event, Apple officially revealed updated products coming to its line-up, including 3 new iPhone models and a new Apple Watch Series 4.
In a surprise to no one paying attention this morning, Apple officially announced its new iPhones: the iPhone XS,iPhone XS Max and iPhone XR. All three phones run the same A12 Bionic processor, but the XS and XS Max have OLED "Super Retina" displays, while the XR has an LCD display Apple calls "Liquid Retina."
All three phones feature an updated portrait mode, with adjustable depth-of-field. This, in spite of the fact the XR lacks the dual cameras of the XS and XS Max. The new mode uses software-assist to soften the backgrounds, an effect known as bokeh, and users can control how dramatic the bokeh effect is.
Apple claims the battery life on the XS, for just internet use, is 12 hours, with the XS Max coming in at 13 hours and the XR coming in at 15. It doesn't specify what kind of internet browsing or whether that number represents cellular or wifi data. It does point out the batter lasts longer than on the iPhone X and iPhone 8. Hopefully we'll be able to test them soon, since actual battery life is always one of those features that doesn't match up with manufacturer claims.
The Apple iPhone XS and XS Max come in 64GB, 256GB and 512GB models in space gray, silver and "a new gold finish." The Xs starts at $999 USD and $1099 for the Xs Max and preorders go live September 14, with phones hitting stores September 21.
The Apple iPhone XR comes in 64GB, 128GB and 256GB models and is available in white, black, blue, yellow and coral, as well as a (PRODUCT)RED version, starting at $749. Preorders for the XR start October 19 and the phone hits stores October 26.
To get ahead of the release of the new iPhone Xs and Xs Max, iOS 12 comes out September 17. The new iOS promises faster performance over iOS 11, and Apple promises iOS 12 will "improve performance on all supported devices, going all the way back to iPhone 5s and iPad Air." Apple has a full list of iOS 12-compatible Apple devices on its website.
Apple Watch has become a big part of the September Apple events, and this year it introduced the next iteration in its Apple Watch line, the Apple Watch Series 4. The new watches come in 40mm and 44mm, making them "30 percent larger" than the current Apple Watch line. The screen also curves and reaches to the edges of the device.
Apple Watch Series 4 also includes an improved speaker and microphone, as well as improved radio frequency tuning, making it more useful as a cellular device. On top of that, Apple has added a slew of new health features, including breathing monitors and even an ECG built-in. Apple said it's the first such device offered "over-the-counter, directly to consumers."
The Apple Watch Series 4 starts at $399, and Apple dropped the price on its Series 3 watches to start at $279 USD. The new watch can be preordered on September 14 and comes to retailers September 21.
Seth Macy is IGN's tech and commerce editor. You can find him on Twitter @sethmacy.