Apple CEO Tim Cook joined Apple Store employees in Palo Alto, Calif. this morning to greet customers as they arrived to purchase the latest Apple Watch or iPhone.

This is a fall tradition for Cook, who stood outside the door to be the first to greet and shake hands with customers as they came through the door.

You don’t need to buy the new Apple Watch Series 4 to get one of this year’s coolest new features on it.

As part of the watchOS 5 update released earlier this week, Apple introduced a new Walkie-Talkie app that lets you chat back-and-forth with other Apple Watch owners. The Walkie-Walkie app works no matter the distance between you and your friend. And it’s so easy to use, it might become your favorite new way to communicate.

Apple’s new video shows exactly how to use it.

One of the Apple Watch Series 4’s massive new features is its electrocardiogram (EKG/ECG) heart rate monitor.

The device is capable of monitoring irregular heart rhythms and reportedly using this to identify potential episodes of atrial fibrillation, a.k.a. AFib. As exciting as the FDA-cleared technology sounds, however, some have expressed their concerns about the tech. A new report cites several concerns — including about Apple’s usual levels of hyperbole.

If you watched last week’s Apple Watch Series 4 unveiling and are dying for those new animated watch faces — but don’t want to buy a new watch — you’ll be happy to know that watchOS 5 brings the best of them to Apple Watch Series 1 and up.

They’re not quite as nice as what you’ll get with the new larger Series 4 watches coming Friday, but they’re still pretty great. Here’s a hands-on look at the new Apple Watch faces.

Apple TV and Apple Watch owners received some new software goodies this morning in the form of tvOS 12 and watchOS 5, coinciding with the public launch of iOS 12.

While tvOS 12 only contains a couple of changes with new screensavers and Dolby Atmos support, watchOS 5 packs some big updates that make wearing an Apple Watch even more useful by turning it into a walkie-talkie, letting you compete with friends and more.

Check out some of the new features:

In this week’s Cult of Mac Magazine: New iPhones (loads of ’em). New Apple Watches that could save your life. While some big leaks spoiled this week’s Gather Round event, we still got some surprises.

And now we’ve got plenty to talk about, starting with head-to-head comparisons: iPhone XS vs. iPhone XR and Apple Watch Series 4 vs. Series 3.

You’ll find these stories and much more. Get your free subscription to Cult of Mac Magazine from iTunes. Or read on for this week’s top stories.

Apple is the headline in two new studies. One seems alarming as it shows Apple’s share in the smartwatch market has declined by 14 percent.

But the second study shows Apple as the biggest money maker in the smartphone market by a long shot. Thanks to iPhone X, Apple held 62 percent of the market share in Q2. Its closest rival, Samsung, has suffered double-digit sales losses and is a distant second at 17 percent.

Purchased digital content has been around since before the launch of the iTunes Store back in 2003, but things were much different then. Devices weren’t constantly connected, and streaming wasn’t the primary way to access your “purchased” (or subscription) content, and most things came in the form of physical media (VHS tapes, DVDs, CDs, or 8-Tracks). Now that things are streamed, stored in the cloud, and available across all our devices, digital content ownership is much more complicated than simply buying a movie, book, or album and having it indefinitely.

With the iPhone XS Max running up to $1,449 for the 512GB version, Apple’s smartphones have never been pricier. But Tim Cook insists that they still represent a good deal for customers.

Why? According to a new interview with the Apple CEO, it’s because they’re such multi-functional devices — which allow us to own one single gadget in place of many. And that’s worth the cash.

Apple just unveiled a rush of new devices, including three iPhone models and a pair of Apple Watches. A theme for these announcements could be “Bigger is better.” 

None of the products are available yet, and reporters have only been given a short time to try them out. It’s early, but there’s some consensus about each of the new devices.