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Apple threw its annual iPhone bonanza at the company’s sleek $179 million Steve Jobs Theater, adjacent to its new spaceship campus in Cupertino. The event is Apple’s chance to show off new iPhones that are typically faster, bigger — and more expensive.

Indeed, the company followed its usual playbook: Its new phones are faster, bigger and more expensive. The new entry-level phone, the iPhone XR, starts at $750 while the iPhone XS Max, its biggest, most powerful iPhone yet, costs $1,450 with all the bells and whistles. (Yes, the iPhones’ names are getting more confusing: The new flagship iPhone XS is not pronounced “iPhone Excess,” but rather “iPhone Tennis.”)

Apple also unveiled a new Apple Watch that comes with an F.D.A.-approved electronic heart monitor, which could prove to have big implications for health care — and the device’s sales.

Over all, the event is a dog-and-pony show for Apple to show off its technological advances. While many of the biggest tech companies now hold major annual conferences and product launches, there is nothing like an Apple event in the world of business. There were fancy finger sandwiches, a cheering audience and a few celebrities. What were the actor Jon Hamm and the model Karlie Kloss doing at the event? Good question.