And, Schiller said, the XS line-up features 'the most lovely iPhone we've ever made'.
"While it's now the cheapest new iPhone of the lot, the iPhone XR gets a large 6.1" edge to edge display that uses IPS instead of OLED.
Instead of an OLED display, the phone uses a 6.1-inch Liquid Retina LCD display that Apple calls the "most advanced LCD in a smartphone". The difference between the XR and the XS comes primarily in the screen, camera, and modem.
The "budget" answer to Apple's top-of-the-range iPhone XS and XS Max, the iPhone XR - will start at a cool $749 (£749), and comes in three different storage sizes: 64GB, 128GB and 256GB.
For comparison, the phone itself stands at a similar size to the iPhone 8 Plus, which houses a 5.5-inch screen.
The Max is the Xs' bigger brother.
By far the biggest update to both phones however is with the camera.
The device is powered by A12 Bionic SoC which has a hexa-core CPU, quad-core GPU, and a neural engine, and will deliver 15% faster application processing than last year's A11 chip.
Many users are already lamenting on Twitter about the high price, offering creative new ways to get the funds.
With the launch of the iPhone XS, Apple also advances some existing features, such as making face recognition operate faster than before, with the phone's TrueDepth perception in its front camera.
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Other camera features include Portrait Lighting, Animoji, and Memoji.
Additionally, iPhone XS and XS Max have increased water resistance, enduring up to the depth of 2 metres for up to 30 minutes.
As you can always expect, the latest iPhones come with pretty heavy price tags.
Prior to Apple's official unveiling of the iPhone X past year, many analysts expected its anticipated revamped design to spark a massive upgrade cycle.
You'll be able to pre-order the iPhone XR beginning Friday, October 19, and it will hit stores on Friday, October 26, in more than 50 countries.
In addition, unlike the stainless steel compositions of the Xs and Xs Max, the Xr is made of "7000 series aerospace grade aluminum" with a glass back for wireless charging, while opting for a single 12-megapixel wide-angle rear lens camera, rather than dual lenses. The 6.1-inch features a bright LCD screen and comes in a variety of colors, including white, black, blue, coral and red.
It's been a whole 4 years since Apple last redesigned their smart watch, and now, Series 4 has arrived.
It's rare for Apple to tailor its products for specific markets because it likes to standardise as much of its designs as possible to make manufacturing efficient.
They start at $599 with Global Positioning System, and $749 with Global Positioning System and cellular.