At the moment, the only difference between the iPhone XS and XS Max is a larger display and bigger battery.
The devices are expected to include new camera features, such as a triple rear camera for its new higher-end model and a double rear camera for the other two models, the report said. Apple might shift entirely over to OLED displays for iPhones in 2020, but a decision has yet to be made.
Apple, like other handset makers, has been grappling with the reality that consumers aren't upgrading their phones as often as they once did.
Honestly, it's too early to tell but there are some indicators that tell me the new iPhones might be a worthwhile upgrade over the current gen, especially in the camera department.
The new 3D imaging sensor can be used to refresh Apple's Face ID tech.More news: Missing 13-year-old found alive after she was kidnapped, parents murdered
This sounds familiar, but the newest features may come in the phones' cameras. Apple's branding has been a mess as of late, so it's all very fuzzy.
Today's report follows an earlier investor note by Ming-Chi Kuo, in which he cut down shipment estimates for the iPhone. And with iPhone sales declining, you can be sure there will be a bunch of ridiculous rumours to build up hype for the next iPhones.
Mr Cook also acknowledged that consumers in other markets are not buying as numerous latest iPhones. "They weren't impacted in the past, but 5G is going to be much easier to market".
Brick-and-mortar retailer GOME Retail Holdings has discounted a range of iPhone models, while several authorized Apple resellers on Tmall, a marketplace run by e-commerce giant Alibaba, are set to offer discounts on Sunday.
Lower the prices. Of course, to sweeten the deal, it would be great if the new iPhones retain or are priced lower than the current iPhones.