Apple reveals three new iPhone Xs, latest Apple Watch

The redesigned Apple Watch is giving Fitbit investors heart palpitations. Fitbit’s stock is down more than 3% thanks to the watch’s new raft of unique features.

Apple's new watch can take electrocardiograms - one of several new features to promote heart health.

The new Apple Watch will take electrocardiograms for its users. It’s one of several new features to promote heart health. The watch will also alert users if their heart rate seems to be too low, or if they might have atrial fibrillation.

The president of the American Heart Association, Dr. Ivor J. Benjamin, is on stage now, applauding Apple’s “commitment to health.”

He says that “capturing meaningful data about a person’s heart in real time is changing the way we practice medicine.”

The electrocardiogram, or ECG, involves a 30 second test. The results will be stored in the health app.

And all of these heart-health the features have received FDA clearance.

The big news about Apple Watch series four so far: A 30% larger screen size that goes to the edge of the device and has curved corners. It’s 4mm thinner, too. “So there’s actually less total volume than in series three.” The dial on the side, called the digital crown, has haptic feedback, meaning you can feel vibrations on it.

The company is also pitching a brand new watch face with more customizations. Want to add photos of your family members or friends? You can do that, and then click on their face to contact them.

The new watch can also detect a fall and call for help:

Twitter lit up a few minutes ahead of the event kickoff with what looked like a mistaken DM from Apple CEO Tim Cook:

Of course, Tim Cook would never use Twitter DMs. Or make a mistake. It was a setup! Apple kicked off its event with a cheesy video showing an employee rushing to get a mysterious briefcase to Tim Cook. It was his clicker for today’s presentation.

I’m a first-timer here. My first time at an Apple product launch event. So I’m seeing how the company tries to seduce us…

First impressions: Each and every detail matters. That’s how Apple sucks you in. When you’re walking up to the one year old Steve Jobs Theater, mood music is piped through speakers hidden in the grass. You sense that it’s getting louder as you reach the theater doors. You can’t help but laugh at the number of people pulling out their iPhones for photos at the entrance. Heading in now!

We’ll be reporting live from Apple’s spaceship-shaped campus with all the details.

Here’s a quick look at what’s probably coming:

Updated iPhones: The company is expected to launch three new iPhone models: An update of the existing X model, a larger model and a (comparatively) budget-friendly version.

Watch Party: The Apple Watch is 3 years old and ready for a light refresh.

Air time: Last year, Apple previewed a charging mat called AirPower, but never mentioned it again. Today could be the day Apple tells us when it will hit stores.

There’s a good possibility we will also see an updated version of the wildly popular AirPods and a refresh of the iPad Pro.

Software upgrades: In June, Apple previewed its next-generation software. We’ll likely learn when that software will roll out to devices and maybe get a peek at a surprise feature or two.

Read more about the all the rumored upgrades here.

Apple’s iPhone just might be the biggest cash cow on Wall Street.

More than a decade after its debut, the iPhone remains the chief moneymaker for Apple (AAPL).

The iPhone alone is expected to rake in $165 billion in sales this fiscal year, or 62% of Apple’s total projected revenue.

It’s a stunning amount of money from a single product line. To put that figure in context, the iPhone generates more revenue than 492 of the 500 companies in the S&P 500 did last year.

Read more about how the iPhone is the MVP of the stock market.

The iPhone is wildly popular in Western markets, but it’s failed to gain a strong foothold in countries like China and India, as well as other markets in Asia. Experts say that’s hurting Apple’s prospects for growth.

Chinese companies Huawei, Oppo, Vivo and Xiaomi control more than 80% of the market in that country. As of earlier this year, Huawei overtook Apple to become the world’s second biggest smartphone brand – Samsung is the largest.

Price is the major concern in India, where increased tariffs pushed the cost of an iPhone X to $1,700 earlier this year. That’s far out of reach for most Indians, who earn less than $2,000 a year on average.

But, as Apple brings some of the latest iPhone features like Face ID to lower-end models, cheaper versions may appeal to cost-conscious Asian customers. Apple may also knock down prices on its older models.

Either way, Apple needs to find a way into Asia’s cost-conscious smartphone market – otherwise it stands to risk missing a very big slice of the pie.

Read more about Apple’s Asia woes here.