SAN FRANCISCO, CA - SEPTEMBER 9: Apple Senior Vice President of Worldwide Marketing Phil Schiller announces new a color for the new iPhone 6s and 6s Plus during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Apple Inc. unveiled latest iterations of its smart phone, forecasted to be the 6S and 6S Plus and announced an update to its Apple TV set-top box. (Photo by Stephen Lam/ Getty Images)
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Getty Images News Stephen Lam