For one, The Verge noted, they are both available in gold, something iPhone loyalists have been waiting for. The first is the LCD, a 6.1-inch, 326ppi panel with the weird resolution of 1,792 by 828 pixels. Apple is calling this "Super Retina".
While you can't see it per se, Apple upgraded the phones' durability over their predecessors with an IP68 water resistance rating. This means the phones can withstand up to 30 minutes underwater at a depth up to 2 meters without sustaining permanent damage. On the top of the device is a notch which houses the front camera and the Face ID.
The real improvement, however, is how its Apple-designed image signal processor (ISP) works.
Apple also introduced a fourth generation of the Apple Watch with a major redesign and a series of features created to improve its performance as a medical and health device. The camera has Smart HDR, 4K video recording up to 60fps and stereo audio recording.
Tech analyst Patrick O'Rourke joined in, tweeting: 'I want to go on the record now as saying that iPhone Xs Max is a bad name for a smartphone...'
"The larger screen will be very important in China to turn around the trend there, because they have lost some share in the last few years, partly because of screen size", she added.
It has an S4 processor, with a 64-bit dual-core processor that makes it up to 2x faster. It can handle 5 trillion operations each second.
The strategy has been successful, helping Apple's stock to rise more than 30 per cent this year and making it the first publicly traded United States company to hit a market value of more than $1 trillion.
Fall detection could also be significant, especially for elderly users.
The company announced that it will start shipping the gadgets at the end of September with XR expected to be shipped in mid-October.
Dual SIM support - which lets a phone use two phone numbers and carrier plans at the same time - will be coming to the iPhone XS, XS Max and XR. The prices for the iPhone Xs Max are a little higher, at £1,099/$1,099, £1,249/$1,249 or £1,449/$1,449. That's mostly because of the phone's massive display - at 6.5-inches diagonal, this is the biggest screen that Apple has ever squeezed into a smartphone. The XR will also come with more color options including black, white, red, yellow, coral, and blue.
And despite having a slightly bigger screen than last year's iPhone 8 Plus, it's packed into a much smaller overall package. First photos of the iPhone Xs were obtained by a blogger who guessed the correct URLs.