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Highlights from Apple's 2018 keynote event

Apple held its keynote event in Cupertino, Calif., on Sept. 12, 2018, where it unveiled the iPhone XS, XS Max and XR. See photos from the event.

Phil Schiller, Apple's senior vice president of worldwide
Photo Credit: AP/Marcio Jose Sanchez

Phil Schiller, Apple's senior vice president of worldwide marketing, unveils the new flagship, iPhone XS Max, and the smaller iPhone XS at the 2018 keynote event.

Tim Cook, chief executive officer of Apple Inc.,
Photo Credit: Bloomberg News/David Paul Morris

Apple CEO Tim Cook speaks at the 2018 keynote event.

CUPERTINO, CALIFORNIA - SEPTEMBER 11: Tim Cook, chief
Photo Credit: Getty Images/Justin Sullivan

Apple CEO Tim Cook speaks at the 2018 keynote event.

Apple CEO Tim Cook speaks about the Apple
Photo Credit: AP/Marcio Jose Sanchez

Apple CEO Tim Cook speaks about the latest Apple Watch series at the 2018 keynote event.

Phil Schiller, Apple's senior vice president of worldwide
Photo Credit: AP/Marcio Jose Sanchez

Phil Schiller, Apple's senior vice president of worldwide marketing, speaks about the iPhone XS at the 2018 keynote event.

CUPERTINO, CALIFORNIA - SEPTEMBER 11: Jeff Williams, chief
Photo Credit: Getty Images/Justin Sullivan

Jeff Williams, chief operating officer of Apple, speaks about the latest Apple Watch series at the 2018 keynote event.

Jeff Williams, chief operating officer of Apple Inc.,
Photo Credit: Bloomberg News/David Paul Morris

Jeff Williams, chief operating officer of Apple, speaks about the health monitoring feature in the latest Apple Watch series at the 2018 keynote event.

Jeff Williams, chief operating officer of Apple Inc.,
Photo Credit: Bloomberg News/David Paul Morris

Jeff Williams, chief operating officer of Apple, speaks about the latest Apple Watch series at the 2018 keynote event.

Mandatory credit: Courtesy of Apple Inc. HANDOUT EDITORIAL
Photo Credit: EPA-EFE/REX/Shutterstock

Apple provided this photo of the Apple Watch Series 4 introduced at the 2018 keynote event.

Mandatory credit: Courtesy of Apple Inc. HANDOUT EDITORIAL
Photo Credit: EPA-EFE/REX/Shutterstock

Apple provided this photo of the Apple Watch Series 4 introduced at the 2018 keynote event.

CUPERTINO, CALIFORNIA - SEPTEMBER 11: Jeff Williams, chief
Photo Credit: Getty Images/Justin Sullivan

Jeff Williams, chief operating officer of Apple, speaks about the latest Apple Watch series at the 2018 keynote event.

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