But it won't just be iPhones, as the fourth series of the popular Apple Watch is also set to be unveiled at the September 12 keynote. Both the XS and XS Max look like last year's iPhone X, including that iconic notch. Apple sold nearly twelve times as many iPhones - 216 million - that year. "It's acutely aware that customers are holding onto their iPhones longer than ever, but by increasing prices and selling services such as Apple Music, apps and iCloud storage the company can keep revenue flowing in during the lifetime of a device".
During the launch event, Apple's Phil Schiller said the new phones are 'incredible'.
That astronomical price is up about 50 percent in two years. In February, the company announced that the watch would track skiing and snowboarding runs, including data on speed and vertical descent. "No one from Apple I've spoken to today will say a word about AirPower other than that they have nothing to say about it today", he wrote in a blog post published Wednesday. It started offering those phones in 2015, and they've since been replaced by the iPhone 7 and iPhone 8 models, both of which Apple still sells. (Apple itself has been teasing that charging case on its website since last year, but hasn't said when it might launch.) The rumored AirPods refresh is not to be confused with a higher-end, water-resistant version, reportedly in the works for next year.
As many as 6.1 million Americans have atrial fibrillation, a heart disease involving irregular heart rhythm for which the Watch could offer an early warning. Highlights of the new timepiece are its significantly larger screen options, twice-as-fast processor, new sensors, and watchOS 5.
Eric Topol, a cardiologist and director of the Scripps Research Translational Institute, warned that the EKG feature could spur more tests than necessary, result in unnecessary prescriptions for blood thinners and overwhelm doctors with calls from patients who probably don't need treatment.
"It's definitely going to expand the detection", he said.
Apple said the EKG feature will be available to USA customers later this year, an indication that it may not be ready for launch. Overall I found the new Apple Watch 4 a lot more attractive than its predecessors - though it's still a quite steep price point. The screen supports HDR 10 and Dolby Vision, which help lead to "60 per cent better dynamic range", whatever that means to a human with eyes.
For example, the top model of the iPhone XS, converted to dollars, costs $1,760 - a $411 difference. You do still get a free pair of Apple EarPods, however. (This feature was previously only available via the screen). Younger people can activate it in the settings. Here I'm still hoping one day we can see even thinner models, as it's my personal least favourite aspect of smartwatches in general.