Apple just announced the new iPhone

• Apple unveiled the iPhone Xs and Xs Max.
• It also announced the new Apple Watch Series 4.

Apple just unveiled the iPhone Xs.

The high-end smartphone is water-resistant and comes with a 5.8-inch OLED screen, Apple's head of marketing Phil Schiller, announced at the company's annual September product unveiling.

The iPhone Xs Max comes with a 6.5-inch screen — the largest iPhone model to date.

The company's annual September event — held Wednesday at the Steve Jobs Theater on Apple's campus — serves as the introduction to upgraded gadgets before inventory hits the shelves. This year's unveiling was rumored to be impressive even by Apple's standards.

Analysts and news outlets are expecting upgrades to nearly every Apple product line. The new handset model is the sequel to the company's 10th anniversary iPhone X announced at last year's product event.

Apple also unveiled a new Watch, the Series 4. It will ship with better fitness tracking and new health features, Chief Operating Officer Jeff Williams announced Wednesday. The screen is 30 percent larger than the last Watch generation, core apps have been updated and redesigned, and users can customize a brand new watch face.

Marcio Jose Sanchez | AP
Jeff Williams, Apple's chief operating officer, speaks about the Apple Watch Series 4 at the Steve Jobs Theater during an event to announce new Apple products Wednesday, Sept. 12, 2018, in Cupertino, Calif. 
The new Watch comes with advanced heart monitors, and can detect and alert emergency contacts when the wearer falls and doesn't get up.

The new Watch Series 4 starts at $399 — $499 for a Watch with cellular connectivity — and is available to order starting Friday. Apple is also dropping the Watch Series 3 price tag to $279.

In past years, Apple has kept the livestream of the event close to the vest, limited to viewing in the Safari browser on Apple products. But the company has partnered with Twitter this year to stream the announcements on the social media platform.