Apple says that the iPhone XS will offer 30 minutes more battery life than the iPhone X, while the XS Max will serve up to 90 more minutes of juice than last year's model. As far as we know, we are about to see three new models, spread across three price tiers. It has a traditional, lower-quality screen and an aluminum body; it's physically smaller than the iPhone 8 Plus but has a bigger screen.
The strategy is working, helping Apple become the first publicly traded US company to hit a market value of more than $1 trillion earlier this year.
Consumers are willing to pay more for bigger-screen phones, KeyBanc Capital Markets said in a note to clients Sept 4. Wall Street is targeting a price of $1,049 or $1,099 versus the current $999 base price for the iPhone X.
Apple, which became the first publicly traded company in the USA with a trillion-dollar market capitalization in August, has been soaring over the past few years, largely thanks to the success of the iPhone.
"All signs point to Wednesday's event being one of Apple's largest launch announcements in recent years", Mr Bhikha said.
Google took to making its own smartphones to showcase the capabilities of the Android operating system that it makes available free of charge to handset makers.
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Apple´s event comes with the global smartphone market largely saturated, without a major catalyst for sales ahead of a likely rollout of 5G, or fifth generation wireless networks, expected in 2019.
The US tech giant, one of the world's most valuable public companies, will reveal three new iPhones, Apple Watches with bigger screens, overhauled iPad Pros, a laptop with a clearer screen, a Mac mini desktop aimed at professionals and some new accessories including the AirPower wireless charger, at Steve Jobs Theater at the company's headquarters in Cupertino, California.
And they are not just there for the coffee either, Apple is on track to ship its 2 billionth iOS device. The previous Apple Watch was available in 38 mm and 42 mm sizes.
"I think that in the long run the watch will be a much larger business than people give it credit for; where Apple can iterate and grow", analyst Stephen Baker of NPD said.
Chief executive Tim Cook said the third-quarter results were driven by continued strong sales of iPhones, services and wearables.
In March, Apple unveiled a new 9.7-inch iPad, aimed for use at educational institutions, with a 9.7-inch display and a $329 starting price tag.