Earlier this year, Apple became the first publicly traded company to reach a one trillion dollar market value.
Chief executive Tim Cook said the third-quarter results were driven by continued strong sales of iPhones, services and wearables. This version of the iPhone XS will however be exclusive to select regions. With the XS Max we'll see how far Apple can push it.
Apple's iPhone announcement typically comes toward the end of its presentations, but it's been moving closer to the front in recent years - don't let an ill-timed bathroom break cause you to miss the big reveal. The new iPhones are rumoured to be available for pre-order starting 14th September 2018.
Finally, as expected, AirPods 2 will show up, as will AirPower, the wireless charging pad that was announced at last year's event.
Stay tuned afterwards though as tech sites will have a huge amount of extra info to reveal as they get hands on with the new devices.
The company is in the unique situation of controlling the hardware and software in its mobile devices, with content for users required to go through its App Store that takes a percentage of revenue.
A big change might be coming to this year's rumored iPad Pros.
If you compare a few such images, you quickly see Apple's URL format has been pretty consistent, making it ripe for URL hacks. Apple has maintained a trend of announcing iPhones at their annual event and today will be no different.
With a 5.8-inch screen, it will be an advanced version of the iPhone X, which was launched in September, 2017.
All the usual updates could be included such as faster processors, better cameras and more internal storage. Top of mind is, of course, the successor to the iPhone X, reportedly called the iPhone XS.
Next up is the new low-price MacBook. The camera set up looks a lot like the iPhone 8, hence the assumption that the iPhone is the picture could be the 6.1-inch iPhone and not the iPhone XS or the iPhone XS Plus.
Apple launch venue stay the same as last time - Steve Jobs Theatre Yes, Apple is once again launching the new iPhone handsets at the Steve Jobs Theatre inside the fairly new Apple Park campus.