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It’s Apple’s most important day of the year. Here’s what to expect

The iPhones won’t be the only Apple products going bigger, however. There will be two new Apple Watches with larger, edge-to-edge screens that can show more content.

tech Updated: Sep 12, 2018 18:35 IST
Mark Gurman
Mark Gurman
Bloomberg
key points of apple iphone event,apple iphone XS,apple iphone XS specifications
Even with upgrades to a pair of its most important product categories, nothing that Apple shows off today will be particularly revolutionary.(AP)

On August 2, Apple Inc. became the US’s first publicly traded company to sustain a market valuation of $1 trillion. But today, September 12, is actually Apple’s most important day of the year.

At 10 am, Tim Cookwill take the stage at the Steve Jobs Theater in Cupertino, California, to unveil the company’s iPhone and Apple Watch strategy for the next year. Individually, each new phone isn’t a significant upgrade. They’ll all look and act like the iPhone X, except there will be two bigger versions: a premium model selling for about $1,000 and another that costs less.

But in totality, they’re significant: The three new phones will work together to help drive up Apple’s revenueas iPhones contribute about two-thirds of the company’s sales. The bigger model, likely to be called the iPhone Xs Max, will excite people looking for one device able to satisfy most of their computing needs, while the cheaper one will bring the iPhone X’s edge-to-edge screen and facial recognition features to more people. More substantial changes will have to wait until next year.

The iPhones won’t be the only Apple products going bigger, however. There will be two new Apple Watches with larger, edge-to-edge screens that can show more content. They’ll be the first major revamp to the Apple Watch’s designsince it was introduced in 2014. The Watch isn’t the sales engine that the iPhone has become, but people like it. Criticsregard itas the best smartwatch on the market.

Even with upgrades to a pair of its most important product categories, nothing that Apple shows off today will be particularly revolutionary. The company is continuing a stream of updates while it awaits the debut of its next big thing, whether that’s a pair of augmented reality glasses or a self-driving car. But those still remain pretty far off.

Elon Musk’s top lieutenant atSpaceX said her boss is as capable as ever.Gwynne Shotwell, the operating chief at Musk’s rocket company,lamented thatpeople are focusing on “triviality”instead of what the billionaire has actually done.

Amazon saidbusiness sales are on pace for $10 billion annually. Workplaces are embracing the website as a destination for buying supplies, and the business may soon provide as much revenue as Amazon Web Services. But beneath Amazon’s success, drivers are sufferingsubpar working conditions, Business Insider reported.

Google shot down efforts by France’s privacy watchdog to globalise the “right to forgotten.” The search giant toldEuropean Union judges that the regulator “is out on a limb.”

First Published: Sep 12, 2018 17:51 IST