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Apple CEO Tim Cook speaks during an Apple event inside Bill Graham Civic Auditorium in San Francisco, California on September 7, 2016. Apple on Wednesday is expected to introduce a new iPhone and perhaps a second-generation smartwatch as it polishes its lineup of devices to shine during the year-end shopping season. The rumor mill has been grinding away with talk of iPhone 7 models that will boast faster chips, more sophisticated cameras, and improved software while doing away with jacks for plugging in wired headphones. (Photo by Josh Edelson / AFP) (Photo by JOSH EDELSON/AFP via Getty Images)