CUPERTINO, CALIFORNIA - SEPTEMBER 12: Phil Schiller, senior vice president of worldwide marketing at Apple Inc., speaks at an Apple event at the Steve Jobs Theater at Apple Park on September 12, 2018 in Cupertino, California. Apple is expected to announce new iPhones with larger screens as well as other product upgrades. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - SEPTEMBER 12: The new Apple iPhone Xs (L) and iPhone Xs Max (R) are displayed during an Apple special event at the Steve Jobs Theatre on September 12, 2018 in Cupertino, California. Apple released three new versions of the iPhone and an update Apple Watch. (Photo by Justin Sullivan/Getty Images)
Phil Schiller, senior vice president of worldwide marketing at Apple Inc., speaks during an event at the Steve Jobs Theater in Cupertino, California, U.S., on Wednesday, Sept. 12, 2018. Apple will kick off a blitz of new products this week, ending a year of minor updates and setting the technology giant up for a potentially strong holiday quarter. Photographer: David Paul Morris/Bloomberg via Getty Images
HONG KONG, HONG KONG - SEPTEMBER 14: A man uses Apple Store app to pre order the new iPhone Xs on September 14 2018 in Hong Kong, Hong Kong. (Photo by Yu Chun Christopher Wong/S3studio/Getty Images)
Phil Schiller, senior vice president of worldwide marketing at Apple Inc., speaks during an event at the Steve Jobs Theater in Cupertino, California, U.S., on Wednesday, Sept. 12, 2018. Apple will kick off a blitz of new products this week, ending a year of minor updates and setting the technology giant up for a potentially strong holiday quarter. Photographer: David Paul Morris/Bloomberg via Getty Images
