Tim Cook talks iPhones, Apple Watch, and then quickly gets out of the way at Apple event


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The Tremendous Bowl of tech is formally underway, and Tim Prepare dinner needs you to know that his workforce is already solidly within the lead. Probably as a result of they’re in such fine condition? 

The Apple CEO addressed a crowd of journalists, fanboys, and Apple staff Wednesday morning on the Steve Jobs Theater, with all of the pomp and circumstance we have come to count on from the corporate that gave us “another factor.” It simply so occurs, after all, that the one factor seems to be three issues this yr. 

However earlier than Prepare dinner acquired to the principle occasion, the brand new iPhones, he began off with one thing slightly extra prosaic: the Apple Watch. He famous that it is not simply the number-one promoting smartwatch, however “the primary watch, interval.” 

Prepare dinner added that Apple goals “to place the shopper on the heart of every little thing that we do,” and that the Apple Watch is among the firm’s “most private merchandise.”

“For hundreds of thousands of individuals all over the world,” Prepare dinner expounded, “Apple Watch has turn out to be an indispensable a part of their every day lives.”

After some watch-related bulletins, we then have been handled to a watch promo video set to “The Hokey Pokey.” 


Lastly, Prepare dinner acquired to iPhone — what we all know you all got here right here for. 

“iPhone X has modified the business, and alongside the way in which turned the primary smartphone on this planet,” he advised the gang. “At the moment we’ll take iPhone X to the subsequent stage.”

“By far essentially the most superior iPhone now we have ever created,” he mentioned of the brand new iPhone XS Max. 

However then he just about acquired out of the way in which, letting SVP of Worldwide Advertising Phil Schiller do the heavy lifting when it got here to introducing the iPhone XR, XS, and XS Max — and their respective value factors. 

On the finish of the presentation, Prepare dinner hopped again on stage to offer fast updates on the HomePod and AirPlay 2. He additionally defined a brand new replace to tvOS.

“There at the moment are over 100 video companions accessible by the tvOS app,” he mentioned — nearly as an afterthought.  

New updates to macOS Mojave, accessible September 24, have been additionally teased. 

“So what a terrific morning,” he advised the cheering crowd. 

“At Apple,” mentioned as he Prepare dinner closed out the occasion, “we’re at all times pushing our merchandise ahead and making expertise extra private. We hope that you simply love these new merchandise as a lot as we do.”

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