Looking for ways to lessen reliance on phones, which represent more than 60 percent its revenue, Apple opened its event by announcing the new Apple Watch Series 4 with edge-to-edge displays, like its latest phones, and they are more than 30 percent bigger than displays on current models.
Not invited to Apple's September 12 iPhone unveiling? Instead of the stainless steel of the iPhone X, its housing is made of aluminum, and features a glass back to make wireless charging possible. I suspect a lot of people who might ostensibly discount 6.5-inches as too much to handle may find themselves changing their mind when they actually make it to an Apple Store.
The iPhone XS Max is expected to be the "Plus" version of the iPhone XS, with a larger screen. It's faster, with a new 7nm A12 Bionic processor, has up to 512GB in storage and has dual-SIM support. It has an improved dual camera (still arranged vertically) with adjustable depth of field. It also offers improved IP68 water resistance.
Schiller said that the iPhone XS is liquid proof against "even beer - this is some of the most fun test we get to do at Apple".
Tech columnist Geoffrey A. Fowler tries out the $1099 iPhone Xs Max, with a 6.5-inch screen -the largest Apple has ever sold.More news: Hurricane Florence prompts mass evacuations
More news: US President's ex-aide jailed in Russian Federation probe
More news: Kerala MLA PC George on nun seeking arrest of rape accused
In fact, with a body about the same size as that of the iPhone 8 Plus, only with a far bigger screen, it's oddly familiar to hold in the hand. Max has a starting price of $1,099.
The wild card in this year's launch is the iPhone XR.
Both the Xs and Xs Max models are equipped with a TrueDepth camera for FaceID and a camera in the front and the back. That gives the phone more visual real estate than similar-sized models.
The popular portrait mode, which de-focuses the background of a photo to emphasize the subject, has a new setting. The iPhone XR, available for pre-order October 19 and launching on October 26, will be available in Red, Yellow, White, Coral, Black and Blue.
This could be the iPhone that finally persuades the hundreds of millions of people holding on to old iPhones to upgrade.
Wall Street has embraced Apple's evolution from a consumer hardware company into a more-diversified technology giant with an installed base of 1.3 billion devices supporting a growing roster of digital services.
This bigger display will allow for richer, more customizable watch faces, which you can outfit with new complications including your favorite contacts and multiple time zones.