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Rumours come to an end.

Apple's event invitation made heavy use of the colour gold, fueling speculation on social media that the company plans to launch a gold-coloured successor to the iPhone X, which was made available only in silver and grey previous year.

Notorious Apple blog 9to5Mac has published what it says are official Apple marketing images of the still unreleased and unconfirmed devices. The devices will boast a wider range of prices, features and sizes to increase their appeal, said the people, who asked not to be identified discussing unannounced products.

Apple typically starts selling new iPhones a few weeks after launching them, in time for the holiday shopping season. According to technology industry insiders, Apple is expected to launch multiple new iPhone's, a new Apple watch, and an updated version of the iPad.

And a mid-range iPhone with a 6.1-inch LCD display.

It's the most important day of the year for Apple, because the iPhone accounts for about two-thirds of its revenue.

There will also be a cheaper device destined to replace the iPhone 8. The final names of all the three iPhones are yet to be revealed by Apple. This means, there's no iPhone XS Plus. The next device will be based on the iPhone X and you can expect a couple of upgrades thrown in. The other one will have a 5.8-inch screen, but both have stainless steel edges and dual cameras.

We can also see in the leaked image that the Apple will be introducing a new Gold color for the iPhone X, which we're assuming will be in addition the current Silver and Space Gray.

Nearly everything has already been leaked about these upcoming iPhones.

A larger 6.5-inch iPhone X Plus.

Finally, there's also the new Apple Watch. Additionally, all three phones are rumored to come in a variety of colors, with the iPhone X and the iPhone X Plus coming in black, white, and gold, and the iPhone X Lite rumored to come in four new colors (though colors weren't identified).

The larger takeaway here is that Apple, despite the incredible success and popularity of the iPhone, is still looking for ways to take the user experience to the next level.