Last-minute iPhone leaks pop-up before Apple's event

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It is waterproof, boasts the largest iPhone display ever and is "the most advance iPhone we've ever created", Apple chief executive Tim Cook said. The most affordable would be called the iPhone XR and the most expensive - iPhone XS Max.

A product sitemap XML file, first discovered by ATH before being removed by Apple, contains a long list of URLs for upcoming Apple products.

As ATH reports, someone at Apple chose to update the product sitemap file on Apple.com, presumably as part of the preparations for the new smartphones being revealed at the Apple iPhone event kicking off at 1pm ET today.

As one of the most secretive companies in the world, it's very rare that Apple accidentally leaks anything.

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Most phone models don't change enough from one year to the next to get people to upgrade often, but camera improvements can make photography appreciably better in just 12 months.

The AirPower charger was announced previous year with the promise of being able to wirelessly charge an iPhone, Apple Watch and AirPod wireless headphones all at once. Analysts were targeting a price of $US1049 ($1463) or $US1099 versus the current $US999 base price for the iPhone X.

A third, lower cost model is also expected to be announced - with a 6.1-inch screen and the same A12 processor as the other iPhones, but lower storage options, less RAM, a single 12-megapixel camera, a lower resolution screen and a smaller battery.

That fresher profile could help lure price-conscious Apple customers with three- and four-year-old phones into an upgrade, said Eddins. The phone also packs improved sensors for faster Face ID functionality.

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"Apple has never competed on price", said Josh Blechman, director of capital markets at Exponential ETFs, which holds Apple shares in its exchange traded fund.

It is also expected to unveil a new version of its wireless AirPods earbuds with wireless charging and a wireless mat that will be able to charge several devices at once.

As for the Apple Watch, the sitemap files indicate that it's also due for a size increase with cases for the new watch apparently coming in at 40mm and 44mm versions, up from the 38mm and 42mm models now available.

Apple shares were down 0.9 percent at $221.75 in midday trading.

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Apple has sold more than a billion iPhones since the first model was unveiled by late co-founder Steve Jobs in 2007.

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