This is where you can stream Apple's September event

The new iPhone XS models also have a slider that lets you adjust how out of focus the background is behind a photos's subject - a quality known in photography circles as bokeh.

As ATH reports, someone at Apple made a decision to update the product sitemap file on Apple.com, presumably as part of the preparations for the new smartphones being revealed at the Apple iPhone event kicking off at 1pm ET today.

Chief executive Tim Cook said the third-quarter results were driven by continued strong sales of iPhones, services and wearables.

It is expected that consumers could start buying new Apple products much closer to the unveiling date this year, probably by the first week of October.

Initially spotted by ATH, the names of the iPhones are seen in the product sitemap XML file listed on the official website - Apple.com.New Apple iPhone Xs, iPhone Xs Max and iPhone Xr Global Launch Today: Everything We Know So Far About 2018 Models.

For those wondering, you will be able to download iOS 12 final on the 17th of September, according to Apple during its iPhone Xs keynote.

The event may see the Apple Watch getting its first significant redesign since its launch three years ago. While Android Wear struggles to gain market share among smartwatches, Apples intelligent timepiece has conquered the world.

The company is reportedly set to introduce two updated versions of the iPhone X - including a larger Plus-style phone - alongside a cheaper version of the device, complete with the all-screen front panel and Face ID. Samsung remained in the lead.

The new phones still have 12-megapixel image sensors, but the sensors themselves are physically larger and image processing is faster. This gives the device a bigger display than an iPhone 8 Plus in a smaller overall handset. "ORCRP001070-topic.html" class="local_link" >Apple is expected to showcase three new iPhones on Wednesday, including its biggest and most expensive model yet, as the company seeks to widen the product's appeal amid slowing sales growth.

What time does Apple event start?

The phone's new Smart HDR feature promises zero shutter lag, using a variety of buffers to make sure you get the best version of your subject the second you tap the shutter button. Apple's offerings may also impact Huawei's P20 Pro.

Apple says that the iPhone XS will offer 30 minutes more battery life than the iPhone X, while the XS Max will serve up to 90 more minutes of juice than last year's model.

Vanessa Coleman

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