Devotees around the world wait eagerly for the latest incarnation of the firm's high-tech iPhones, iPads, AirPods and watches.
But Apple's latest invention is something far simpler – a piece of cloth. And it could be used to wipe away customers' tears – because it comes with an eye-watering price of £19.
The tech giant's website boasts the embossed cloth is 'made with soft, non-abrasive material' that can wipe clean any Apple product 'safely and effectively'.
But the wipe has raised eyebrows – with similar cloths available elsewhere online for less than £1. And it's not even the priciest item being launched by Apple this week.
Its new AirPod earphones will set customers back £169 while its latest range of Macbook Pro laptops cost upwards of £1,899.
Apple's latest invention is a £19 poiece of cloth that can wipe clean any Apple product ‘safely and effectively’
It comes after Google launched their Pixel 6 and Pixel 6 smartphones which offer 24 hour battery life and 'its most advanced camera yet,' according to the tech giant.
The 'completely reimagined Google Phones' are powered by Google Tensor, the first processor designed by the California firm, with a focus on artificial intelligence.
It will ship with the new Android 12 operating system, which Google says has been designed to work seamlessly with the new mobile hardware and processor.
Pixel 6 Pro has the same features as the standard Pixel, but adds a larger, faster 120Hz display, and an upgraded rear cameras including a telephoto lens.
The phones will start at £599 for the Pixel 6 and £849 for the Pro, putting the flagship devices at a much lower price point than the latest iPhone 13 and iPhone 13 Pro from Apple, which start at £749 for the iPhone 13, and £949 for the iPhone 13 Pro.
Both will be available from October 28 in a range of colours including Stormy Black for both, Sorta Seafoam for the base model and Sorta Sunny for the pro.
The latest Pixel 6 and Pixel 6 Pro smartphones by Google will come with 24 hour battery life and 'its most advanced camera yet,' according to the tech giant
The 'completely reimagined Google Phones' are powered by Google Tensor, the first processor designed by the California firm, with a focus on artificial intelligence
It will ship with the new Android 12 operating system, which Google says has been designed to work seamlessly with the new mobile hardware and processor
Pixel 6 Pro
up to 256GB
up to 256GB
48 MP telephoto
Google says this new phone will be 'more personal' than previous smartphones, in part due to the closer integration between hardware and software.
Some of this is driven by Google Tensor, the new mobile processor, that was designed specifically around Google's work in artificial intelligence.
The firm says it 'enables entirely new capabilities for your smartphone, and makes Pixel 6 and 6 Pro more helpful and more personal.'
One of the more striking features of the new device is the 'Camera Bar'.
This metallic strip sits across the back of the phone to give the camera a 'clean, symmetrical, balanced design that puts it front-and-centre.'
The textured black metal Camera Bar is designed to complement the 'expressive, versatile colours' available for the phones, Google explained.
They took inspiration from the finishes seen in luxury jewellery and watches, with a polished unibody metal, that transitions into 3D glass material.
It comes with Android 12, which has been designed to adapt to the user, with wallpaper selections changing the entire user interface, including icons.
There's also a fresh look and new features on the 'At A Glance' home and lock screen, with information on when to leave the house and other reminders.
Pixel 6 Pro has the same features as the standard Pixel, but adds a larger, faster 120Hz display, and an upgraded rear cameras including a telephoto lens
The phones will