Apple Unveils New iPhone Xs, iPhone Xs Max and iPhone Xr

The names were discovered buried inside the code that makes up Apple's official website, just hours before Apple's iPhone launch event. The company recently became the first public USA company to hit a market value of $1 trillion and remains atop the Forbes list of most valuable brands.

Apple will livestream the event on its website, which can be accessed in most web browsers, as well as on Twitter.

One new iPhone was likely to be priced slightly lower than the X model to "capture the next wave of buyers" in markets such as China, western Europe and the U.S., according to Moorhead.

A new set of photos has leaked that could hint at unique color options for this year's mid-range, 6.1-inch LCD iPhone.

A larger version, called the iPhone Xs Max, has a 6.5-inch, "cinematic" video display.

The XS is supposedly the follow-up to last year's iPhone X and Apple's new flagship smartphone.

The world's most valuable tech company wants users to upgrade to newer, more expensive devices as a way to boost revenue as global demand for smartphones levels off.

As well as new iPhones, Apple is also expected to reveal a new Apple Watch model and possibly some new versions of the iPad Pro and the Macbook Air.

Both phones feature Apple's TrueDepth camera system and FaceID facial recognition for authentication. The iPhone Xs, the iPhone Xs Max, and the iPhone 9 will be the stars of the show and well tell you how to follow the full event that starts at 10 AM PT, 7 PM CEST.

But Australia has been a loyal market for Apple.

CEO Tim Cook and other executives will announce the latest Apple hardware updates in front of a packed room of media members, analysts, special guests and employees. Shares of Garmin Ltd lost some earlier gains and were flat in midday NY trade.

It is predicted that Apple products will be available to buy in the first week of October.

Vanessa Coleman