But if you wanted a sneak peek of what Apple is launching tomorrow, all you have to do is head over to notorious Apple rumour blog 9to5Mac, which published pictures of the so-called "iPhone XS" and "Apple Watch Series 4" last month.
It's that day of the year, when technology major Apple makes its official announcements on its new line of products, dominated by the iPhones. Apple's iPhone Xs next generation A12 Bionic SoC has been claimed by Apple's Phil Schiller to be the first on the market.
The iPhone Xs Max is a higher-end version with a 6.5-inch OLED screen, making it one of the biggest on the market.
Being the biggest phone, it should come as no surprise that the iPhone Xs Max is also the most expensive.
Cameras are often very important to premium smartphone buyers and both these models offer a dual-12MP rear camera system with dual-OIS, Smart HDR, Bokeh and depth controls, enhanced portrait modes, larger pixel sensors for improved low-light photos, zero shutter lag, 4K video recording and wide stereo. The handset is the same size at the iPhone 8 Plus, but the screen is significantly larger.
The iPhone XR goes up for pre-order on Friday, September 14.
The phones may raise the iPhone average sales price, boosting revenue and profit, while expanding the total number of active Apple devices to support sales of accessories and digital services.
Apple bills the iPhone XR as "the iPhone X experience in an LCD display".
Joining the XS and XS Max will be the iPhone XR, a lower-cost model that comes in a variety of fun colors including blue, coral, yellow and red.
The iPhone Xs and iPhone Xs Max will be available in gold, silver, and space gray color options and 64GB, 256GB, and 512GB storage capacities.
Called iPhone XS, it is made of surgical steel. The iPhone XS claims 30 minutes more life compared to the iPhone X, while the XS Max delivers an hour and a half extra juice. On the top of the device is a notch which houses the front camera and the Face ID.
Just open your browser and head to apple.com or click on the link below-in the past it required using an Apple product, but now they've opened it up to any modern browser. It contains the same hardware as the iPhone Xs but utilises a 6.1-inch LCD display instead with "liquid retina" resolution, or 1792×828 to be exact.