Apple Showcase

Phil Schiller, Apple’s senior vice president of worldwide marketing, left, takes over from CEO Tim Cook as they discuss the features of the new iPhone X at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Phil Schiller, Apple’s senior vice president of worldwide marketing, left, takes over from CEO Tim Cook as they discuss the features of the new iPhone X at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)