As usual, the Apple Keynote, which introduced the new Apple Watch, Apple TV, iPhone 8, iPhone 8+, and the iPhone X was done with great marketing aplomb. Apple executives acted like a great team and executed their usual: Tell them what you are going to tell them, tell them, and then tell them what you told them. It works every time. I did not have adequate bandwidth on the cruise ship to watch the keynote. I watched it last night. If you didn’t see it, take a look here.

I am particularly impressed with Face ID. With a simple glance, Face ID securely unlocks your iPhone X. With Face ID, you can make purchases from Apple and make payments with Apple Pay. Apps which support Touch ID will automatically support Face ID, and many more will surely follow. The technology behind Face ID is quite innovative. The camera captures and analyzes more than 30,000 invisible dots projected onto your face plus an infrared image of your face. The data is compared to the data collected when you enrolled yourself. Face ID works in the dark and can adapt to shaving or growing a beard, and wearing a hat, scarf, or sunglasses. The odds of someone stealing your iPhone and having a fingerprint just like yours is 1 in 50,000. With Face ID, the odds of the thief having a face the same as yours is 1 in a million.

Financial analysts are finally figuring out the Apple ecosystem of hardware, software and services. The September 12 keynote took the Apple integration concept to a much higher level. Consumers will clamor for the new platform updates. They will also add to their collection of Apple devices. Large numbers of people will have an iPhone, an iPad, a Mac, an Apple Watch, and an Apple TV. It is an ecosystem which will scale to hundreds of billions of dollars. No company can grow to the moon, but it looks likely to me, based on this latest set of announcements, that Apple will be the first company to achieve a market capitalization of one trillion dollars.