Apple CEO Tim Cook will take centre stage at the company’s new Steve Jobs Theatre on its new circular campus tomorrow (3am, Sydney time) to unveil three new iPhone models

The phones are believed to include two that are essentially upgrades to the iPhone 7 and iPhone 7 Plus, but apparently to be called the iPhone 8 and iPhone 8 Plus – along with a premium model possibly called the iPhone X.

Widespread US reports yesterday said a new, so-far unreleased, version of Apple’s mobile operating system, iOS 11, includes a reference to the name iPhone X and two iPhone 8 handsets.

The iPhone is critical to Apple’s bottom line, representing as it does about two-thirds of the company’s sales. A new iPhone launch means a strong Christmas-New Year quarter, dovetailing more sales of other Apple products.

Observers say the iPhone is all-important at Apple. Calls apart, it serves as a remote control for the Apple TV box and upcoming HomePod speaker; it’s currently tied to the Apple Watch, syncs with the iPad and Mac, and is home to services like Siri, Maps, and Apple Music.

Apple tomorrow is also expected to announce a version of the Apple Watch that connects to wireless networks, along with an upgraded Apple TV.

Apple is also preparing important software updates for all of its platforms – iOS, watchOS, macOS, and tvOS – and is likely to showcase them at the event.

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