Heather Kelly and Kaya Yurieff
(CNN Money) -- Fall is a time for cozy sweaters, pumpkin spice lattes and new iPhones. This year, we're getting three new iPhones.
Apple's annual September press conference kicked off on Wednesday at the Steve Jobs Theater on its circular Apple Park campus in Cupertino, California.
Here's what was announced:
iPhone XS and iPhone XS Max
The high-end iPhone X is getting an upgrade and new size options: a 5.8-inch iPhone XS and the 6.5-inch iPhone XS Max. The Max has a larger display than the usual Plus size phones but a similar body.
The cameras on the phones are, as usual, "better than ever before," said Apple exec Phil Schiller, who has uttered the same words at previous events. The new 12 megapixel cameras have bigger sensors and an improved HDR mode.
The popular portrait mode, which de-focuses the background of a photo to emphasize the subject, has a new setting. Users can adjust the depth of field after they take the picture.
The iPhone XR
Apple surprised with a third smartphone, the iPhone XR. 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 missing a home button and is activated by swiping.
The device only has one camera -- a 12 pixel wide-angle camera -- but Apple added a similar portrait feature found in its dual camera devices, which blurs the background. The device kills the 3D touch feature but added some haptic feedback, so the screen vibrates a bit in response to touch.
Apple Watch Series 4
Apple also showed off an upgrade to its 3-year-old smartwatch. The Apple Watch Series 4 now has a 30% larger edge-to-edge display. With curved corners, it's also slightly thinner, has more reliable reception and two times faster, thanks to a new processor.
The dial on the side, called the digital crown, now has haptic feedback to feel vibrations. (This feature was previously only available via the screen).
It can also detect when you fall by calculating wrist trajectory and other movements and can send that data to an emergency contact. The latest wearable also touts a built-in (and FDA-approved) EKG to help diagnose heart diseases and other conditions. The company says it's the first EKG available over the counter.
iPhone trade-in program
Apple is launching a recycling program called GiveBack. The company will buy your old devices if it's in good condition or recycle them for free if it's not usable. It also reiterated that it's now completely powered by clean energy.
CEO Tim Cook and other executives announced the latest Apple hardware updates in front of a packed room of media members, analysts, special guests and employees.
It is the second event held in the Steve Jobs Theater, a 1,000 seat underground venue topped with a 20-foot high glass lobby and a metallic carbon-fiber roof.
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