Evan Niu, CFA, The Motley FoolMotley FoolSeptember 14, 2018, 12:30 PM GMT. Apple (NASDAQ: AAPL) hosted its annual iPhone unveiling event this week, showing off Apple Watch Series 4 alongside a trio of new iPhone models. The event was dedicated exclusively to those two product lines, though, despite the fact that the company reportedly has plenty more important products in the pipeline. Some years, Apple hosts two fall events, one in September followed by another in October. Both Microsoft and Alphabet subsidiary Google are hosting product events in October, showing off new Surface and Pixel products, respectively, and Apple could potentially upstage its rivals by hosting another event.