When you see an iPhone launch event, you see the Apple Store staff being roused and hyped up for what will be a massive day, and this is most evident for Apple's major iPhone launch each year.
The iPhone XR is still one of Apple's major phones, but given the iPhone Xs and Xs Max have already launched, Apple's most intense fervour was saved for those phones at the launch last month, which you can see here in full.
Today's launch and internal Apple store fervour was less intense, but it was still there as you can see, and naturally, once the doors opened, the staff were applauding the customers.
So, the iPhone XR is here, and because of its more affordable pricing, and the larger screen it carries than the iPhone Xs, it should prove to be one of the most popular iPhone models in 2018 and 2019.
Of course, those who want only the best will be purchasing the iPhone Xs Max 512GB, but at $2369, it's Apple's highest-priced ultra-premium flagship yet.
Buying on a phone plan will make the purchase much more financially palatable, and there are plenty of very good plans out there to choose from.
The iPhone XR does come in beautiful colours, from a type of baby blue to a coral orange, from the deep Product Red to black, white and yellow, and transparent cases are due to be more popular than ever, especially for those with the cool new colours.
In Australia, the 64GB iPhone XR retails for $1229, the 128GB model for $1299, and the 256GB model for $1479.
Anyone considering the 64GB model should just bite the bullet and pay the extra $70 to double the storage, or pay that little bit extra on a monthly phone plan to ensure they have 128GB rather than 64GB.
iTWire has also covered the iPhone XR previously. You can see Apple's new ads as well as links to each major Australian telco's iPhone plans here.
iTWire editor Stan Beer wrote an article entitled "Why it is worth upgrading to the new iPhone XR" last month, detailing why he will be upgrading to the 128GB model, while you can also read my earlier article entitled "Apple iPhone XR details, the more affordable advanced iPhone" here.
Here is my interview with the first person in the iPhone XR launch queue, as well as the applause, doors opening and my brief look at the new iPhone XR models at the flagship Apple Sydney CBD Store earlier today.