Apple might have started its annual September product event Wednesday with a video inspired by the Mission: Impossible movie franchise, but in setting a new bar for pricing its biggest generator of sales, Chief Executive Tim Cook & Co. are saying they think nothing is impossible when it comes to juicing demand for the iPhone.
Apple used the event at its Apple Park campus to show off three new versions of the iPhone X, and Cook wasted little time stating the companys purpose.
Today, were going to take iPhone X to the next level, Cook said at the gathering held with Apple Parks Steve Jobs Theater. (Its) by far the most advanced iPhone we have ever created.