That is, in everything except the names.
The news was met with instant ridicule across social media, as Twitter users likened it to everything from energy drinks to commentary on its "excessive" cost.
The phones are updates to last year's iPhone X ("10"), which marks the 10th anniversary of the smartphone - stretching the screen while keeping the overall handset size at or near that of previous models.
It wouldn't be September without a big iPhone reveal event from Apple. Apple explained that it wanted to differentiate its Plus models from the Max as although the new 6.5in device is the same size as the iPhone 8 Plus, you get a much larger screen with the edge-to-edge display.
The Max is the Xs' bigger brother. It features all the same sensors as the iPhone X, including light and proximity, but boasts faster algorithms that promise to make it easier and faster to unlock your device using FaceID.
Others found the company's lack of creativity to be a bigger issue, with many simply calling the new names "dumb" and 'lazy'.
The iPhone XS Max will sell for $1,249 in 256GB and $1,099 in 64GB configurations.
The iPhone XR looks a a bit like a cross between an iPhone 8 Plus and an iPhone X. Unlike the iPhone X, XS, and XS Plus, it has aerospace-grade aluminum side plating rather than stainless steel, but it still has a glass back.
"Fall detection is a feature we hope you never need, but it's really nice to know it's there", said Apple chief operating officer Jeff Williams.
As with any new device, battery life has improved, although the Xs disappoints somewhat, adding just 30 mins to usage time over the iPhone X. The Xs Max, however, lasts a full 1 hour 30 mins longer. With two SIMs available to them, iPhone XS, iPhone XS Max, and iPhone XR users will be able to use two numbers at the same time.
Apple has unveiled the 5.8-inch OLED screen iPhone XS, which it says is "the most attractive phone" with a notch Apple has ever made. It comes with a very big 6.5-inch screen, which really should qualify it as a small iPad. Both the iPhone XS and XS Max are the first iPhones to come with Dual-SIM and e-SIM support.
The relatively small changes to its lineup, following last year's overhauled iPhone X, were widely expected by investors and the company's shares ended down 1.2 per cent at $221.07.
The new iPhones have more in common than ever.
New Apple iPhones are coming.
The company is also launching a lower-cost 6.1inch version, the iPhone XR. The phone will be available in three color options: silver, gold and space gray.
In any case, the new products have garnered a lot of excitement.
A new Apple Watch and software with advanced heart-monitoring capabilities could boost the detection of abnormal heartbeats in millions of people, but it could also raise the chance of false positives, a cardiologist and researcher says.