Tim Cook, CEO of Apple, speaks about the iPhone XS and XS Max at an Apple Inc product launch event at the Steve Jobs Theater in Cupertino, California, U.S., September 12, 2018. (Photo/Agencies)
Apple Inc unveiled larger iPhones and watches based on the design of current models on Wednesday, confirming expectations that the company is making only minor changes to its lineup. Apple wants users to upgrade to newer, more expensive devices as a way to boost revenue as global demand for smartphones levels off. The strategy has helped Apple become the first publicly-traded US company to hit a market value of more than $1 trillion earlier this year.
Philip W. Schiller, Senior Vice President, Worldwide Marketing of Apple, speaks about the the new Apple iPhone XS and XS Max at an Apple Inc product launch event at the Steve Jobs Theater in Cupertino, California, U.S., September 12, 2018.
Philip W. Schiller, Senior Vice President, Worldwide Marketing of Apple, speaks about the the new Apple iPhone XS and XS Max at an Apple Inc product launch event at the Steve Jobs Theater in Cupertino, California, U.S., September 12, 2018.
Philip W. Schiller, Senior Vice President, Worldwide Marketing of Apple, speaks about the the new Apple iPhone XS at an Apple Inc product launch event at the Steve Jobs Theater in Cupertino, California, U.S., September 12, 2018.
Tim Cook, CEO of Apple, introduces the new Apple watch at an Apple Inc product launch event at the Steve Jobs Theater in Cupertino, California, U.S., September 12, 2018.
People take photos of the new Apple iPhones released following the product launch event at the Steve Jobs Theater in Cupertino, California, U.S. September 12, 2018.
