Wall Street has embraced Apple's evolution from a consumer hardware company into a more-diversified technology giant with an installed base of 1.3 billion devices supporting a growing roster of digital services.
Schiller said that the iPhone XS is liquid proof against "even beer - this is some of the most fun test we get to do at Apple".
"The difference between the phones is display sizes: "5.8" for XS and 6.5" for XS Max - the biggest for an iPhone yet.
The September event allows the company to unveil its latest offerings before the key holiday shopping season. The phones, which were accidentally leaked by Apple itself this morning, use surgical grade stainless steel and sport a new gold finish. While global smartphone market growth has stalled, Apple has kept revenue rising by lifting average selling prices.
With the new launches, Apple is hoping to expand its market share in the increasingly competitive smart-phone space. It'll be available for purchase on September 21.
Apple also touted the iPhone's durability, saying the front and back glass design is tougher than any other smartphone and is more resistant to scratches.
He highlighted a major innovation - the watch´s ability to perform an electrocardiogram.
"Now you can take an ECG any time, anywhere, right from the wrist". If it detects a fall and the user doesn't respond in a minute, it'll automatically call for help. Series 4 can identify if the wearer has fallen, Williams said, and delivers an alert asking whether to initiate an emergency call. It played into a Mission Impossible-style video of an Air Pod-wearing person racing across campus to deliver a briefcase to Cook that turned out to carry the clicker for today's presentation. With its new tech, the iPhone can now change the depth of field in a picture even after it has been taken. The flat white oval charges the iPhone, Apple Watch and AirPods at the same time without having to plug them in.
"But the next ´big one´ - a success and growth driver on the scale of the iPhone - has not yet been determined".
Apple is a believer in augmented reality technology, and brought on stage NBA Hall-of-Famer Steve Nash to demonstrate why seeing digital images overlaid on the real world is a big deal. "Or something else entirely?" Google is expected to unveil the third generation of its Pixel smartphone on October 9.
In the third quarter of 2018, Apple posted an increase in revenues of 17 per cent from the year-ago quarter and global sales accounted for 60 per cent of the quarter's revenue, according to the firm.
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