Early in September, Tim Cook will step on to a blacked-out stage and begin Apple's annual tradition: unveiling its latest iPhone.
It has become a familiar routine. Take one glowing rectangle with rounded corners; add a faster chip and some new features; leave hype to simmer; sell to adoring customers.
The iPhone created the smartphone market and became Apple's flagship product, making $18 billion in revenue in the past quarter.
Yet despite tens of millions of iPhones sold, Apple continues to lose market share toGoogle's Android. Many have questioned whether that matters, when Apple retains the bulk of the industry's profits.
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Apple seems to have decided that it does. This year, it is thinking differently.
Cook will unveil two new phones: the iPhone 5S, an upgraded iPhone 5, and another, which the rumor mill has dubbed the iPhone 5C.
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