https://www.cnbc.com/2017/09/11/new-apple-iphone-what-should-investors-do-with-smartphone-makers-stock.html >Apple is expected to launch not one or two, but three new iPhones at its highly anticipated launch event on Sept. 12 to mark ten years since it introduced the first iPhone in 2007. >Ahead of the launch, leaks suggest that the newest iteration of Apple's most popular product will be called the iPhone X, according to The Verge. Two other iterative models of the iPhone, as well as a new Apple Watch, are also expected to be introduced during the event.