iPhone X Apple TV 4K, Watch Series 3 & More Break Cover

iPhone X Apple TV 4K, Watch Series 3 & More Break Cover

- Benjamin Kerry & Gavin Lenaghan

Well before Apple’s first media event at the new Steve Jobs Theater got underway on September 12, everyone knew that the Cupertino firm was readying a spectacular announcement. That’s certainly what they ended up getting, too. Apple took the veil off not only the iPhone X, the most significantly revamped iPhone since the very first model back in 2007, but also the iPhone 8 and iPhone 8 Plus, a 4K-ready version of the Apple TV, and the first Apple Watch with built-in cellular connectivity.

FRESH ANNOUNCEMENTS ABOUT THE APPLE WATCH AND APPLE RETAIL

Very appropriately, the first person to speak as part of the event was Steve Jobs himself. In an audio recording, the late Apple co-founder spoke of technology as a gift for humanity - and his successor as Apple CEO, Tim Cook, then arrived on stage to remark: “It’s only fitting that Steve should open his theater.” He touchingly added: “We dedicated this theater to Steve because we loved him, and because he loved days like this, where we can share our latest products and ideas with the world.”

So, what is Apple’s largest product? According to Angela Ahrendts, it’s Apple Retail. The company’s Senior Vice President of Retail took to the stage to enthuse about recent introductions to Apple stores, including the Genius Grove and “Today at Apple” sessions. She also announced that Apple’s Fifth Avenue store will, late next year, reopen with a greatly-expanded underground level and opened-up plaza - and a new Michigan Avenue store in Chicago will open on October 20 this year.