Ars Technica:

Apple executives took the stage at the Steve Jobs Theater today to announce the company’s new iPhone lineup: the iPhone XS, iPhone XS Max, and iPhone XR. The company’s newest phones look a lot like last year’s iPhone X.

The iPhone XS and XS Max will arrive first, with pre-orders starting September 14 and shipments starting September 21. The XS will start at $999 for its 64GB model, and the XS Max will start at $1,099 for the same capacity. The iPhone XR will arrive later, on October 26, and will start at $749 for the 64GB model. All three phones will also come in 256GB and 512GB storage options.

The naming convention is as annoying as I thought but the price points seem pretty aggressive.