And Apple didn't stop at one iPhone this year: you'll have to choose between the Xs, the Xs Max (the Xs' bigger brother) and the confusingly named iPhone XR - a cheaper option if you don't fancy dipping into your rainy-day fund.
Now the fact that the iPhone 6s was removed from Apple's online store is certainly no surprise given that the device is now about three years old.
iPhone XR release date: When does the iPhone XR come out?
Both Bloomberg and Kuo also expect Apple to announce new AirPods this year with support for "Hey Siri" voice commands, along with a wireless charging case for both new and existing AirPods. The price of the XR will start at $749 in the USA and €849 ($987) in Germany.
Reference to a new Apple Watch, and two new sizes of changeable Watch strap, also appeared in the listings, appearing to confirm rumours of a redesign to the wearable device.
New Camera Features. The cameras on the XS and XS Max have pretty much the same specs as those of the departing iPhone X. There are dual 12MP rear cameras, along with a 7MP front, or selfie, camera. In short, Apple has enlarged the screen, not the phone, so our back pockets are safe. The new 12 megapixel cameras have bigger sensors and an improved HDR mode.
Apple also introduced a lower-cost 6.1-inch (15.5 cm) iPhone XR made of aluminum, at a starting price at $749. The iPhone Xs screen measures 5.8-inches, just like the iPhone X. The iPhone Xs Max has a 6.5-inch display. The only potential hiccup to a record-breaking quarter is the fact that the iPhone XS won't launch until October. Ten years into the iPhone revolution, most major websites now have a phone-friendly version that will look great and let you get down to business on that screen. The iPhone Xs is at last official - alongside the iPhone Xs Max and iPhone XR, and despite all the secrecy and speculation, it's much as everyone expected it to be. This model doesn't have the pressure-sensitive 3D Touch feature as its more expensive siblings, and its display screen contains a lower quality "Liquid Retina" LED display than the "Super Retina" displays.
Schiller called this "a new era of photography", and "computational photography".
It will also be available with 128GB for £799 or 256GB for £899.
I'd make the old joke about selling my kidney for one of these, but if iPhone prices keep rising like this, one kidney soon won't be enough. Taken together, they help explain why Apple has little to fear from cut-rate Chinese smartphones or from the newly upgraded smart watches from Samsung.
Apple revealed its new iOS 12 will be available to download on September 17 as long as you got a device newer than an iPhone 5.