The mobile phone in Dennis Woodside's hand looks like something Captain America would carry, with a cherry red back, glossy white front and thin rings of metallic blue around the side buttons and camera lens.
With the rumour mill working overtime over the past couple of months, Apple CEO Tim Cook launched the latest iPhone models yesterday: the iPhone 5S and a low-cost version, the iPhone 5C.
Apple says its next mobile operating system, iOS 7, will be available as a free download on Sept 18.
Apple on Tuesday unveiled two new iPhones, fielding a slick new top-end model along with one aimed at budget-conscious smartphone shoppers around the world.
Two leading Taiwanese electronics firms that assemble products for Apple have received orders to make the highly anticipated "iWatch", an analyst and reports said Wednesday.
Activist investor Carl Icahn said Thursday he would meet Apple chief executive Tim Cook in September and discuss the "magnitude" of a share repurchase plan.
Apple's grip on China's tablet market has loosened as Asian tech companies increase sales with cheaper Android tablet computers, a market report showed Thursday.
Oracle CEO Larry Ellison, never one to mince words, on Tuesday made clear to Charlie Rose on "CBS This Morning" that he thinks Apple's best days are behind it.
Carl Icahn isn't the only billionaire investor with an appetite for Apple's stock.
Activist investor Carl Icahn thinks Apple should be doing more to revive its stock price, and wants to help CEO Tim Cook with the resuscitation.