Apple has unveiled a new Apple Watch with built-in ECG and trio of new iPhones aimed at every pocket size and purse.
Those after the latest and greatest iPhone should be pleased with the two new premium models featuring Super Retina OLED displays. The iPhone XS is 5.8 inches (14.7cm) while the iPhone XS Max is a gigantic 6.5 inches (16.5cm).
While they still have the same stainless steel frame, glass sandwich design, dual camera set-up as and advanced facial recognition technology as the iPhone X (this is after all an S year when looks don't change much), there's still plenty that's new.
They both feature a new A12 Bionic chip (four-core GPU, six-core CPU and neural engine).
It's the smartest and most powerful ever in a smartphone,
said Phil Schiller, vice president of worldwide marketing. He went onto to explain that it's able to process 5 trillion operations per second and make everyday tasks feel easier. For example, apps will launch up to 30 percent faster.
The new chip has also allowed for Face ID to be improved so it's faster and more secure.
"What the team has achieved is truly breakthrough," said Mr Schiller.
There's improved performance for the camera.
"It is a remarkable new dual-camera system. 12MP wide-angle camera, 12MP telephoto camera, improved True Tone flash."
The CPU and neural engine can work together to do detection of people's faces and bodies and it allows for facial landmarking so it can recognise where the eyes are and do instant red-eye reduction.
There's also a feature called smart HDR which merges several photos together to bring up the highlights, and a feature which adjust the depth of field on a photo after a photo has been taken (which is new for Apple but not for other manufacturers).
Battery life has also been improved. The iPhone XS gets up to 30 minutes longer battery life than the iPhone X while the Max gives an extra hour-and-a-half more.
The devices come in a fancy new gold colour as well as silver and space grey.
The X and Xs Max will have 64GB, 256GB and 512GB models, with prices starting at $1899.
The new low-cost iPhone
It is the new low-cost 6.1-inch iPhone XR is the device that's really excited Apple fans, who've been put off upgrading by the high price tags of recent years. Many will see this as actually affordable and it could end up the real star, helping to increase iPhone unit sales, which have been flattening recently.
It has a 6.1-inch (15.5cm) screen and uses a radical display technology called Liquid Retina Display, which has a bigger display than the iPhone 8 Plus.
The display lacks 3D Touch and only has a single lens camera, as opposed to the double-lens cameras on the higher-end iPhones. It's edges are also aluminium as opposed to stainless steel.
It comes it a range of cool colours.
The phone does include fast wired charging, and launch will be delayed until November.
The XR comes in 64GB, 128GB and 256GB and prices start at $1399.
For the full rundown on Apple's latest, head to Newshub.