Analysts say the $2 billion Apple plans to spend this year is a long way from a guarantee of the hits it would need to pull in viewers.
The Cupertino tech giant has been there, done that. But, does it still have the kind of brand weight to take over the world the way iPods once did?
The Apple iPhone 11 launch event laid clear emphasis on the camera prowess of the new iPhones, which has two cameras on the iPhone 11, and three each on the iPhone 11 Pro and iPhone 11 Pro Max.
Apple's big bet on services include a video streaming platform with original content, and a game subscription with a family plan.
Catch all the updates from the Apple iPhone event 2019, where the company will be unveiling new hardware.
So far, reports suggest that the 2019 iPhones will be named iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max, succeeding the iPhone XR, iPhone XS and iPhone XS Max, respectively.
For the first time, Apple will be streaming its iPhone launch event on YouTube.
Apple's premium streaming service will launch with a subscription price of $9.99 starting in November.
Apple just announced its all-new Mac Pro computer at WWDC 2019 keynote and people are feeling really hungry looking at it.
Apple's latest upgrade to iOS brings with itself the biggest design change since iOS 8, but a majority of the new features are still incremental in nature.
Apple's annual developer conference is expected to be highlighted by the new iOS 13 (featuring an official 'Dark Mode'), a new macOS with easier app portability, and more services-oriented features.
Will the iPad also get a productivity boost, and are we finally saying goodbye to iTunes?
Expect Apple to make announcements around iOS 13, macOS 10.15 and watchOS 6.
Apple is taking on Netflix by launching a subscription TV service with its own original shows.
Will it be a rival for Netflix or Amazon Video, or will this be an effective aggregator of multiple streaming service subscriptions, with Apple’s own Original content added on for good measure? Will we also see a news subscription service, or a game streaming app too?
Along with the new video streaming service, we could also see the company make announcements around AirPods 2, AirPower and iPad 5th-generation.
Face ID has proven more secure than its predecessor, Touch ID, which uses fingerprint sensors to unlock iPhones. Touch ID was defeated within a few days of its 2013 launch.
pple had announced a product at its September 2017 iPhone event called "AirPower".
The iPhone maker is the latest to offer special incentives to the military community after several wireless carriers ramped up offers and programmes that benefit active military and veterans.
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