The firm also announced a third iPhone, the iPhone XR, which Apple's Phil Schiller said was meant to allow the company to reach "as many people as possible" with its devices. The smaller Xs does gain the Gold paint job (which the iPhone X lacked), but the other two Silver and Space Gray are standard.
If you're not already foaming at the mouth at the £999 starting price, you might also be interested to discover that the iPhone Xs represents the next era of Apple smartphones: it's the first IP68-rated iPhone; the one with the biggest screen (6.5in on the Max); has the biggest battery; and its display is fitted with a buttery-smooth 120Hz panel with HDR10 support. But it carries the same "TrueDepth" camera at the front as the other new iPhones, offering Face ID.
Face ID, the most secure facial authentication system ever in a smartphone, is now even faster.
Two cameras remain on the back at 12-megapixels, but are able to take better quality photos with the help of the new chip and a Smart HDR feature, that captures more frames, before analysing and merging them for the best possible shot.
New Depth Control allows users to dynamically adjust the depth of field in the Photos app both in real-time preview3 and post-capture to create portraits with a lovely background blur.
In my brief hands-on time, the XS Max, indeed, feels large.
The new iPhones will be available in three storage configurations - 64GB, 256GB and 512GB.
The new XR will feature numerous same technologies as the new flagship XS and XS Max devices but has a 6.1-inch LCD Liquid Retina display. Like its predecessor, it uses a combination of multiple high-energy processing cores for more intensive tasks, as well as multiple high-efficiency cores for light work like checking email and browsing the web. The GPU is up to 50 percent faster than the GPU on the A11 Bionic.
"This is the biggest display ever on an iPhone", he said.
APPLE smashed all smartphone price records this morning, unveiling its biggest iPhone screen inside its most eye-wateringly expensive mobile phone to date.
Despite the discounted option, Telsyte managing director Foad Fadaghi said Australian Apple fans were likely to accept the top iPhone XS Max's significantly higher cost this year, but warned that prices could not keep rising at their current rate. Both will be available for pre-order from September 14, and the first phase of deliveries will commence on September 21.
By including the same high-performance chip found in the XS, the XR has will be capable of handling even the most demanding apps. It has a single rear camera though, a 12MP wide-angle sensor, but it has a portrait mode as well.
Apple, like Google, is also introducing tools so that users can better monitor and limit the amount of time they spend gawping at their iDevice.