iPhone Xr was shown off on the stage of the Steve Jobs Theatre by Phil Schiller and it brings the all-screen design first introduced by the iPhone X last year but at a cheaper price point than ever before.
The phone features a 6.1-inch LCD panel that boasts a resolution of 1792×828 and a pixel density of 326 pixels-per-inch.
And the panel also flaunts Apple’s signature True Tone display, meaning it will adjust colour temperature depending on its surroundings.
The home button has also been removed on the hardware with the tech giant’s Face ID system now the primary method of unlocking it.
And Apple has insisted the method is now more secure and faster than ever thanks to improved algorithms.
The new A12 Bionic chip is housed inside the device, meaning iPhone Xr should be able to blitz through anything iOS 12 has to throw at it with ease.
Most notably the hardware is available in a range of colours that all look incredibly tantalising.
iPhone Xr comes in red, yellow, white, coral, black and blue models.
The device is priced at £749 for the 64GB model, £799 for the 128GB and £899 for the 256GB.
Pre-orders for the product start on October 19 and shipping will start on October 26.
But a new accessory has also been announced that will surely be adored by Apple fans.
Beats By Dre revealed new UrBeats3 headphones that match some colours of the iPhone Xr.
Yellow, blue and coral finishes are available.
UrBeats3 buds currently cost £59.65 and the new colours are expected to follow the same pricing model.
The company’s Twitter account teased the new products that feature a lightning connector at the bottom for easy accessibility.
The new UrBeats3 colours are set to arrive later this year.