Later today, Apple will hold a keynote event to introduce two new devices – the iPhone SE and an iPad, strongly rumoured to be a 9.7ins version of the iPad Pro.
Such events have become synonymous with the brand, but it's not just about what the company reveals, it's how it does it that grabs the headlines.
Here's five Apple moments that really captivated the crowd:
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The return of Steve Jobs
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Apple creator Steve Jobs was fired by the board in 1985, but tumbling Mac sales and the company finding itself on the verge of bankruptcy saw him return 12 years later.
His first appearance back on stage was at the firm's worldwide developers conference and the reception he received was huge, but it was keynote at Macworld in August 1997 that stands out. Jobs spelt out where the company was going wrong and how to turn it around. According to Forbes, it's one of the keynote moments that matters the most.
The introduction of the iMac
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Jobs began the introduction of the iMac in 1998 by pointing out things he felt were wrong with home computers, which were mostly ugly devices that were difficult to use at the time.
In contrast, the iMac was pitched as an easy-to-use alternative, with its now colourful design going on to become iconic.
It helped turn the company's fortunes around and set a few precedents along the way, going on to remove the floppy disc drive on its G3 model.
Apple still uses this philosophy of removing features – the next iPhone is rumoured to have no headphone jack.
Wi-fi's hula-hooping entrance
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It seems simple now, but Jobs demonstrated early wi-fi in 1999 by simply picking up an iBook and moving it around while browsing the web.
To prove there were no wires, he picked up a hula hoop and pulled it over him while using the device.
Calling Starbucks on the first iPhone
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While revealing the company's first smartphone back in January 2007, Steve Jobs demonstrated how the maps could be used to easily find and call local businesses by ringing a branch of Starbucks and asking for "4,000 lattes to go".
As for the phone itself, Apple's front man knew exactly how to pitch its introduction, starting off the keynote in a way that implied the company would be revealing three devices before tying them all into one with the iPhone.
Tim Cook's "one more thing" line to introduce the Apple Watch
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Chief executive Tim Cook resurrected Jobs's "one more thing" line to great effect to introduce the Apple Watch in September 2014.
The reveal was the first new product category for the company following the Apple founder's death in 2011 but the use of his famous phrase shows how much his influence still towers over Cupertino.
