Apple threw its annual iPhone bonanza at the company’s sleek $179 million Steve Jobs Theater, adjacent to its new spaceship campus in Cupertino. The event is Apple’s chance to show off new iPhones that are typically faster, bigger — and more expensive. Indeed, the company followed its usual playbook: Its new phones are faster, bigger and more expensive. The new entry-level phone, the iPhone XR, starts at $750 while the iPhone XS Max, its biggest, most powerful iPhone yet, costs $1,450 with all the bells and whistles. While many of the biggest tech companies now hold major annual conferences and product launches, there is nothing like an Apple event in the world of business.

Source: New York Times September 13, 2018 12:45 UTC