How to watch the Apple iPhone 8 Unveiling event today

To watch Apples iPhone 8 launch event, stream live from Apple’s website at 1 pm Eastern time (10 am Pacific – 6pm GMT+1). Apple, a bit curiously, does not allow its events to be streamed using the Chrome or Firefox web browsers, so you’ll need to use the Safari browser on Mac, iPhone, or iPad or the Microsoft Edge browser on PC and visit apples website. You can also download the Apple Events app for Apple TV and watch it there.

The event will mark the 10th anniversary of the iPhone, a product that revolutionized entire industries and transformed a venerable but niche Silicon Valley firm into the largest and most profitable company on the planet. Apple has ruled the roost in the smartphone industry so definitively for the past few years that some of the drama has drained out of its phone unveilings.

But this year, the company seems determined to try something new. Not just an upgraded iPhone (though there will certainly be one of those) but an additional deluxe iPhone of some kind at what we anticipate will be a strikingly higher price point. It’s a bold move that could open new frontiers of growth for a company that’s so big already it’s become hard for it to find new big opportunities.

What to expect at the iPhone event

At the September iPhone event, one expects, of course, new iPhones.

Specifically, leaked builds of the next version of Apple’s iPhone operating system strongly suggest that, true to form, we will see the current iPhone 7 and iPhone 7 Plus succeeded by brand new models named iPhone 8 and iPhone 8 Plus. These phones will look the same as the existing models but will be upgraded with improved internals — faster versions of Apple’s custom-designed A-series chips and improved cameras that won’t necessarily wow owners of existing top-of-the-line iPhones but should tempt iPhone 6 and 6s owners to upgrade.

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