Apple says that the iPhone XS will offer 30 minutes more battery life than the iPhone X, while the XS Max will serve up to 90 more minutes of juice than last year's model. Both the iPhone XS and XS Max are the first iPhones to come with Dual-SIM and e-SIM support.
The XR has the same chip as the iPhone Xs and the front camera is also the same. Apple demonstrated one app, HomeCourt, that uses the camera viewfinder to track and analyse basketball shots to provide real-time feedback that can help players improve their technique. The phone's new Smart HDR feature promises zero shutter lag, using a variety of buffers to make sure you get the best version of your subject the second you tap the shutter button.
Are people mad about it?
It wasn't mentioned in Apple's presentation but the Apple store listings confirm the free accessories bundled with the new iPhones - and there's no sign of the 3.5mm to Lightning headphone adapter. Other phones on the market, notably the Google Pixel 2 phones, take this approach, too.
The TL;DR version? Nothing revolutionary.
The flying elephant of the new lot is the iPhone Xs Max, which sounds like it could be a new flavor of Mountain Dew, or perhaps an extreme sport.
We'll start with the XS.
The core new characteristic of the new watch is the larger screen which now achieves a higher screen-to-body ratio on the watch.
There's a slightly better screen, some improved water resistance and Apple's new A12 Bionic processor to make everything run that little bit faster.
That screen fits into a body that's smaller than that of the iPhone 8 Plus, which was also introduced past year. A bigger version will be called the iPhone XS Max, which looks to be about the size of the iPhone 8 Plus, though the screen size is much larger.
The XR is Apple's new budget option. That means you'll still get the same 5.8-inch OLED display and glass back with wireless charging.
I'll need to start saving if I want one won't I?
Will iPhone X owners upgrade to the massive iPhone XS Max?
"Apple Watch has now become an intelligent guardian for your health", said Jeff Williams, Apple's chief operating officer.
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. The event, which is scheduled to start at 6pm United Kingdom time, will see Apple unveil three new iPhones and a brand-new Apple Watch as well.
Both new phones cram the same number of pixels into each inch as the display on the original iPhone X.
It's supposed to speed up your whole phone (like opening your camera app or typing on the keyboard).
"All-new Liquid Retina display - the most advanced LCD in the industry".
You'll also be able to create what Apple calls a "Memoji".