September 13, 2023 • 5 min read with Dan DeFrancesco Hey there! To the Milwaukee bar-goers banking on the Jets losing to get a free bar tab only to be let down, welcome to the club. Take it from a Jets fan: Even when they win, they still manage to disappoint.  In today’s big story, we’re looking at Apple’s big event that gave us our first look at the new iPhones and Apple Watches.  What’s on deck: Markets: A billionaire beef over who is the rightful “Bond King.” Tech: Some of the best bits from Elon Musk’s new biography. Business: Why the West has struggled to keep up with housing demand. But first, I need a new phone.

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Justin Sullivan/Getty Images The big story A new iPhone era Are you ready for some new Apple products?   It’s September, which means Apple is unveiling some new stuff. The tech giant’s launch events are a chance for it to show off new devices with the help of some flashy visuals.  This year’s edition included a skit about Apple’s pledge to reach zero carbon emissions by 2030, featuring Academy Award winner Octavia Spencer as “Mother Nature.” Apple CEO Tim Cook, who also appeared in the scene, even won over some fans online with his acting chops. Apple But the show's real stars were the new versions of Apple’s iPhone and Apple Watch.    Apple is sunsetting its ring/silent switch, a staple of the phone since its original iteration. Instead, the iPhone 15 Pro includes a new “action button.” The iPhone 15 Pro and Pro Max are also the first iPhones made from titanium.    Meanwhile, the new Apple Watch has some tricks up its sleeve. Dubbed the “double tap,” users can do a myriad of things on their Apple Watch by simply tapping their index finger to their thumb.    According to Apple, it's possible thanks to a new algo triggered by “changes in blood flow when the index finger and thumb perform a double tap,” which is a great example of how tech is equally terrifying and incredible.   Insider’s Sarah Jackson, Jordan Hart, and Lakshmi Varanasi have a rundown on the biggest news from the event.    But if you were hoping a new iPhone will send Apple’s stock soaring, think again. Shares slumped about 1.7% on Tuesday by market close, extending a tough September for the tech giant.    To be sure, Apple’s stock usually doesn’t immediately rise from a new iPhone announcement. Prior to Tuesday’s event, Apple’s shares fell an average of 0.2% on days a new iPhone was announced, according to Barron’s.    New iPhones eventually pay off. Historically, Apple’s share price has enjoyed double-digit returns, on average, six months after the release date. The new iPhones and Apple Watches are set to be available September 22.  But all bets are off this year, as Apple remains caught in the rising tensions between the US and China. According to multiple reports, several state agencies and companies in China ordered staff to stop bringing Apple devicesto their offices. Early Wednesday, China said it issued no such ban, but did warn of "security incidents related to Apple's phones." Read the full story

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Markets   🔔 Before the opening bell: US futures fall early Wednesday ahead of the new inflation report. It comes after a difficult Tuesday for tech stocks Gary Coronado/Getty Images 1. Most investors believe US consumers are going to cut spending next year. The majority of the 526 investors polled by Bloomberg predict personal consumption will decrease in early 2024. Some even believe it could happen as early as this year, as household savings have consistently fallen for the past 23 months.   2. Jamie Dimon sounds off. The JPMorgan CEO raised concerns about the impact a recession and additional interest-rate hikes would have on consumers and businesses. And he looked to a longtime business associate — Warren Buffett — to make some of his points. Here are eight of his best quotes from a recent interview.     3. Wall Street billionaires are fighting over nicknames. Pimco cofounder Bill Gross, who is also known as the Bond King, took umbrage with the fact DoubleLine’s Jeffrey Gundlach shares the same moniker. “Pimco had $2 trillion, ok? DoubleLine's got like $55 billion. Come on — that's no kingdom, that's like Latvia or Estonia,” Gross said during a recent interview.

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Tech Anna Moneymaker/Getty Images (R); Thomas Trutschel/Getty Images (L) 1. Google CEO isn’t worried about falling behind on AI. Sundar Pichai said in an interview that he’s “very comfortable” about Google’s position. But a few months ago, the company internally issued a code red over the rise in ChatGPT’s popularity.   2. Catch up on the buzzy Elon Musk biography. From learning hypnosis as a child to whispering about being the “alpha” in a relationship, Walter Isaacson covers a lot in the Musk biography. Follow along for the highlights.   3. Read the leaked, internal email that Google lawyers sent to employees.Google’s top lawyer Kent Walker sent the memo to employees, asking them to “please refrain from speculating or commenting on this (or any legal case), internally or externally.” The government sued Google in 2020, accusing it of illegally maintaining a monopoly in search. And the trial begins this week.

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Business Chelsea Jia Feng/Insider 1. The American West paradox. Housing prices in western US states like Colorado and Arizona are soaring. They appear to have ample empty land to build more homes on. But the West has a potent concoction of barriers: legal and cultural hostility to dense housing, mixed in with environmental protection.   2. The next frontier of creator-fan relationships: group chats. Patreon doesn’t think subscriptions are enough. “We often say that creators have never felt further from their fans, and fans have never felt further from each other,” Patreon's community product lead told Insider. Now, top fans could have the opportunity to be in group chats with their favorite creators.   3. The top high-paying, fast-growing jobs for the next decade. Insider’s analysis examined roles that pay fairly well and are projected to grow in the 10-year period after 2022. Software developers and financial managers led the pack, each with a six-figure median annual wage.

In other news Amazon launched a new product that gives discounts for cross-border transportation, automated inventory replenishment, and other services. Testing out the new, divisive Walmart shopping cart. The now-imploded FTX is looking into taking back millions spent on partnerships with celebs like Naomi Osaka and Shaquille O'Neal. Scientists can’t figure out the mysterious lights in the sky right before a devastating earthquake hit Morocco. The FDA ruled that a decongestant in common cold drugs like Sudafed, Allegra, and Dayquil doesn’t work.

What's happening today The third season of “The Morning Show” is released on Apple TV+. The drama (which is about an early morning television show) stars Jennifer Aniston and Reese Witherspoon. Beep beep: Media days for the North American International Auto Show kick off today. Also known as the Detroit Auto Show, it’s one of the largest auto shows in the world. Cadillac, Jeep, and GMC are scheduled to meet with the press today. Earnings today: Cracker Barrel and other companies.

Hamilton's Urban Steakhouse and Bourbon Bar/Yelp For your bookmarks Steak by state The best steakhouse in every state. Yelp chose the best in each state based on customer reviews, and they cover a variety of meats: whiskey steak, garlic beef, elk quesadilla, and more.

The Insider Today team Dan DeFrancesco, senior editor and anchor, in New York City. Diamond Naga Siu, senior reporter, in San Diego. Hallam Bullock, editor, in London. Lisa Ryan, executive editor, in New York.