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Source: Apple
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This is a developing story that will be updated through out the day. Please check back for the latest.
iPhone 8 and iPhone 8 Plus
Apple introduced the new iPhone 8 and 8 Plus with aerospace grade materials, a better display and speakers, and super-strong glass exterior. The phone also has an Apple-designed graphics processor, the first ever, alongside a new Apple chip, according to Phil Schiller, Apple's senior vice president of worldwide marketing.
Apple TV
Source: Apple
Eddy Cue, Apple's senior vice president of internet software and services, introduced a new set-top box that supports sharper resolution TV shows and movies, Apple TV 4K.
Orders start on Sept. 15, and it is available on Sept. 22. The 4K TV will be $179 for a 32 GB version, and $199 for a 64 GB version.
Cue said Apple is bringing live sports and news to the TV, and is working with Hollywood studios and streaming services like Netflix to get sharper resolution content.
An Apple-designed chip, the same used in the iPad, is at the "heart" of the device, Cue said. Apple has been working hard on its chip technology.
Apple Watch
Source: Apple
The new Apple Watch, Series 3 has cellular built in. Orders begin Sept. 15 and the Watch ships on Sept. 22.
It's the same size as the Series 2 Watch, and the number is the same number that you use on an iPhone, Apple said.
Apple Watch is the #1 watch in the world, ahead of traditional brands, CEO Tim Cook said, with over 50 percent growth compared to the previous year. Jeff Williams, chief operating officer, said that Apple is adding new measurements to the heart rate readings of the Apple Watch, like recovery heart rate.
The new Watch will also allow streaming for millions of songs, Williams said, as it is more power-efficient, has a dual-core processor and supports speaking from Siri. Williams demonstrated making call on the Watch using AT&T.
Retail
Angela Ahrendts, Apple's senior vice president of retail, said foot traffic to Apple Stores tops 500 million each year, amid the company's store overhaul. Chicago's Apple Store will open next month on Michigan Ave, she said.
'Let's meet at our place'
We'll start moving into Apple Park later this year: Apple CEO Tim Cook
The launch also marks the public debut of the Steve Jobs Theater on Apple's new 175-acre campus. The new theater and introduction of the iPhone X correspond with the 10th anniversary of the original iPhone.
"It is the honor of a lifetime to be the first to welcome you to the Steve Jobs Theater," Cook said, taking the stage after audio from Jobs played overhead. "Steve was a genius."
Watch Tim Cook honor Steve Jobs with emotional address
CNBC's Josh Lipton and Megan Hawkins visited the campus early, viewing the new glass "spaceship" and rubbing shoulders with Apple co-founder Steve Wozniak.
What it means for Apple
Apple's new hardware will build on software announced earlier this year at the Apple Worldwide Developers Conference, where the company promised to create an augmented reality platform that would let app developers create interactive services for iPhone users.
Creating an ecosystem that keeps users engaged could be key in satisfying Wall Street's lofty expectations and maintaining Apple's status as the most highly valued public company in the world. If Apple successfully impresses consumers with its new devices, it could be on track to become a trillion-dollar company.
Analysts have largely brushed off Apple's quarterly financials this year, looking toward the holiday season and the new crop of devices. Apple is expected to sell a record 85 million iPhones in the quarter ending in December, according to FactSet. That could include over 300 millionupgrades, according to former Apple analyst turned venture capitalist Gene Munster.
Apple has contributed to the latest buzz by lifting its revenue guidance. The company said in August that it expects fiscal fourth-quarter revenue of $49 billion to $52 billion, topping estimates at the time.
Apple shares have jumped 53 percent in the past year, more than triple the gains for the S&P 500.
— CNBC's Arjun Kharpal, Todd Haselton, Megan Hawkins and Josh Lipton contributed to this report.
Source : CNBC
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