On September 12, Apple announced the new iPhone Xs. How did we get here? This episode of Ringer PhD tracks Apple's transformation from a garage-based startup to a cultural icon worth over $1 trillion. Apple's innovative products have put them at the top of a crowded tech field, though competitors like Amazon and Google are finding their own ways to win over consumers and market share. That competition, mixed with uncertainty in burgeoning tech industries and a desire to catch up in the streaming content wars, means that Apple faces some formidable challenges to stay on top.

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