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](https://cdn.newsday.com/polopoly_fs/1.20970918.1536809654!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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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.,](https://cdn.newsday.com/polopoly_fs/1.20970919.1536809654!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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Apple CEO Tim Cook speaks at the 2018 keynote event.
![CUPERTINO, CALIFORNIA - SEPTEMBER 11: Tim Cook, chief](https://cdn.newsday.com/polopoly_fs/1.20970920.1536809655!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
Photo Credit: Getty Images/Justin Sullivan
Apple CEO Tim Cook speaks at the 2018 keynote event.
![Apple CEO Tim Cook speaks about the Apple](https://cdn.newsday.com/polopoly_fs/1.20970922.1536809655!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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](https://cdn.newsday.com/polopoly_fs/1.20970923.1536809656!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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](https://cdn.newsday.com/polopoly_fs/1.20970924.1536809656!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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.,](https://cdn.newsday.com/polopoly_fs/1.20970928.1536809656!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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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.,](https://cdn.newsday.com/polopoly_fs/1.20970930.1536809656!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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](https://cdn.newsday.com/polopoly_fs/1.20970931.1536809656!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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Apple provided this photo of the Apple Watch Series 4 introduced at the 2018 keynote event.
![Mandatory credit: Courtesy of Apple Inc. HANDOUT EDITORIAL](https://cdn.newsday.com/polopoly_fs/1.20970933.1536809657!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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Apple provided this photo of the Apple Watch Series 4 introduced at the 2018 keynote event.
![CUPERTINO, CALIFORNIA - SEPTEMBER 11: Jeff Williams, chief](https://cdn.newsday.com/polopoly_fs/1.20970935.1536809657!/httpImage/image.jpg_gen/derivatives/display_960/image.jpg)
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.