The company claims that Face ID could be used for a host of things such as unlocking applications, paying for shopping in stores and even paying for cab rides using Apple Pay.
However, that's not all. While last year's premium priced iPhone X helped boost the company's smartphone revenue, the stagnating unit sales are holding back the company's overall growth, and have led to declining market share.
Making health a big selling point of the Apple Watch, Apple said the new Apple Watch Series 4 will not only be able to screen your heart rate, but will call for help if you fall. According to company's claim, the performance cores in the A12 Bionic are up to 15 per cent faster and the efficiency cores are up to 50 per cent power efficient compared to the A11 Bionic. The Apple Watch 4 is lightweight and fits perfectly on the wrist.
You can pre-order it in the United Kingdom on the 14 September and then it's available to buy in-store on the 21st September. The front camera is the same as the iPhone XS with a 7MP f/2.2 TrueDepth camera that also supports Portrait Mode and Animoji.
And while Apple has dropped the home button in place of facial recognition, it also quietly removed one other thing: the included headphone adapter. The 6.1-inch features a bright LCD screen and comes in a variety of colors, including white, black, blue, coral and red.
The price of iPhone Xs and Xs Max will be according to its storage capacity as it is offered in 64GB, 256GB, and 512GB configurations.
Hurricane Florence makes landfall in US North Carolina coast
While Zone A is a mandatory evacuation zone, a city spokesperson said they would never force anyone to leave. The storm is massive and was a Category 4 hurricane at its worst that will devastate anything it encounters.
Apart from unveiling the latest iPhone Xs range and the iPhone Xr, Apple also announced its next generation smartwatch, the Apple Watch 4.
When Apple introduced the iPhone X a year ago at a starting price of $999, some analysts were sceptical that people would pay so much. These include silver, gold and space grey.
The high-end iPhone X is getting an upgrade and new size options: a 5.8-inch iPhone XS ($999) and the 6.5-inch iPhone XS Max ($1,099).
The XR features numerous same specifications as the XS duo but has only a single rear camera, an LCD screen - unlike the XS' OLED - and starts at £749 when it goes on sale in October.
Both also get IP68 dust and water protection ratings, so they are waterproof up to a maximum depth of 2 metres for as much as 30 minutes. The XR has a 6.1-inch screen, which lands it right between the XS and XS Max in terms of size.
Moving to the camera, both the iPhones will have two 12-MP cameras one of which will be a telephoto lens and the other will be a wide-angle lens.
Dual rear camera is provided in iPhone XS and XS Max.