Not only is it fairly large, measuring 5.94 x 2.98 x 0.30 inches, it also only has one camera cutout on the back, unlike the iPhone XS and iPhone XS Max.
Both screens are OLED Super Retina displays that pack 458 pixels into every inch, the highest pixel density so far on an iOS device.
The third model, called the Xr is Apple's biggest hardware bet of 2018. Two numbers and two data plans can be run in both the smartphones.
Others pointed out that it was a missed opportunity, arguing that the firm should have called its XS Max - which has the biggest iPhone display yet - the iPhone XL. But for this, telecom companies will also have to provide eSIM support.
In addition, Apple says the Series 4 Apple Watch will also be able to detect when someone falls - and can tell the difference between a trip and a fall.
The XR has Apple's new A12 Bionic processor, which is the same chip in the more expensive models.
Dual rear camera is provided in iPhone XS and XS Max. On the front, there is a 7MP TruDepth wide angle lens of f/2.2 aperture size.
The new iPhones have more powerful processors and cameras, and a dual-SIM card feature for top-of-the-line devices.
Apart from unveiling the latest iPhone Xs range and the iPhone Xr, Apple also announced its next generation smartwatch, the Apple Watch 4. Colours: Silver aluminium with white sport band, gold aluminium with pink sand sport band, space grey aluminium with black sport band, silver aluminium with seashell sport loop, gold aluminium with pink sand sport loop and space grey aluminium with black sport loop. The 512GB version of the iPhone XS will be around €1,200.
If you're using a 4.7-inch iPhone 7 or older, would you consider getting the iPhone XR? The LCD iPhone XR will be available at Rs 76,900 in India. The camera has Smart HDR, 4K video recording up to 60fps and stereo audio recording.
The XR features numerous same specifications as the XS duo but has only a single rear camera, an LCD screen - unlike the XS' OLED - and starts at £749 when it goes on sale in October.
The biggest aesthetic shakeup is that the iPhone XR will arrive in no less than six new technicolour finishes, including blue, yellow and red.
Plus, an update to Mac, featuring a dark mode and a redesigned Mac App Store, would be coming to compatible devices. Because the concept of e-SIM is given here.
The fall detection upgrade is expected to appeal to worker safety concerns in factories or other industrial settings, as well as to elderly or disabled users.
The company has introduced a new user interface, which makes room for eight complications, such as quick access to a specific family member or health and fitness stats, as well as new fire, water and vapour face watches.
At the heart of Apple Watch lies a new 64-bit dual core S4 chip. Available in two sizes - 40mm and 44mm - the screen size is nearly 35 per cent bigger than previous models.