Last year, Apple released the most expensive iPhone in its history.
Now it’s planning to follow up the £1,099 XS Max with a trio of new smartphones incorporating its cutting edge camera technology.
It was even claimed that Apple may have cut production numbers for some of its 2018 handsets: the iPhone XS, iPhone XS Max and iPhone XR.
So there is a lot riding on this year’s range of iPhones, which is now expected to include three devices including a follow-up to the relatively affordable iPhone XR.
The high-end model will include a triple rear camera for super sharp photos whilst others will have double cameras, according to a report in the Wall Street Journal.
The iPhone XR incorporates some of the tech of the flagship XS range but is cheaper than the top-end models
All of which is very nice, but Apple is facing a changing world where people are less likely to want to upgrade their phones every year.
Its success in huge markets like China is also looking less certain.
‘The trade tensions between the United States and China put additional pressure on their economy,’ he said.
Mr Cook also acknowledged that consumers in other markets are not buying as many of the latest iPhones.