Apple has launched a trio of iPhones and upgraded smartwatches that can detect heart problems at its annual product launch event in Cupertino on Wednesday.
During Apple's event last September, despite the iPhone's dramatic redesign, the standout announcement for me were the changes to the Apple Watch. "It is a smart strategy to keep more people in the Apple ecosystem and get even more people to come into it".
The iPhone XS and XS Max are two sizes of the same device, while the iPhone XR, a 6.1-inch phone with a bright LCD screen, falls somewhere between the iPhone 8 and iPhone X in terms of price.
The other potential game-changer is dual-SIM support. It also offers improved IP68 water resistance. The only potential hiccup to a record-breaking quarter is the fact that the iPhone XS won't launch until October.
Apple's brand-new iPhone XS Max - unveiled on Wednesday - is super-sized in more ways than one.
The device is powered by A12 Bionic SoC which has a hexa-core CPU, quad-core GPU, and a neural engine, and will deliver 15% faster application processing than last year's A11 chip. The Max has a larger display than the usual Plus size phones but a similar body.
The iPhone XS Max, which will be available on September 21 - with orders open the week before - represents Apple's attempt to feed consumers' appetite for increasingly larger screens as they rely on smartphones to watch and record video and to take photos wherever they are. Max has a starting price of $1,099. It also allows for an iPhone first: a 512GB memory disk. This is Apple's attempt to capitalize on the popularity of the iPhone X screen notch, and features such as Animoji. While past models have been available in up to three colors, this year, Apple is offering the iPhone XR in six: Black, White, Product (Red), Yellow, Coral, and Blue. The iPhone Xs Max is the Supersized Big Mac and fries phone for an era of healthier digital diets.
What's clever is that as a contact begins to speak their image gets bigger on your display.
Similarly, Apple's 512 GB configuration should reassure those with deep enough pockets that they'll have all the room for 4K media and more that they might gather over the lifespan of the device.
The importance of these new iPhones to Apple and AAPL shareholders can't be understated.
China's leading smartphone brand, Huawei Technologies, outstripped Apple in global smartphone shipments in the second quarter this year, putting it in second place behind Samsung Electronics and signalling the rising popularity of its handsets around the world. The phone promises 90 more minutes of battery life than the iPhone 8 Plus.
So this is the first time it's come to a "standard" iPhone, if you will.
In the quarter ended December 31, 2017 (the first full quarter following the iPhone X launch, and including the all-important holiday season), iPhone sales represented 69% of total AAPL revenue.
The iPhone Xr is prices starting at $749 for the 64GB model. It will cost much less than the Xs and Xs Max, predicted to be around $600.