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So this is a big week for Apple. It's had its second big product launch event in as many months, and it's also got its latest quarterly earnings coming up. And we're really seeing a common theme across all of these events with Apple increasing its prices right across the board to continue to give the sort of revenue growth that Wall Street is looking for. A year ago, we had the first $1,000 iPhone, and this week, we have the first $1,000 iPad.
The new iPad Pro, which comes in two different sizes, is getting one of the tablet's biggest physical updates since it was originally launched in 2010. Apple is taking away the home button and replacing it with a facial recognition system. And it's also pushing the screen closer to the edge of the overall device, which is meaning that the whole thing is smaller and lighter. But it's asking customers to pay more for these improvements and these extra features. And so a fully-loaded iPad that comes with the new pencil accessory and keyboard case could cost as much as $2,000, depending on how much storage you want.
Apple has been increasing its prices because it's the best way to keep revenue growth going at a time when the PC and smartphone markets have been growing quite slowly. Investors and consumers alike reacted quite positively to the $1,000 iPhone X a year ago, and that has helped to increase iPhone revenues despite the fact that the number of unit shipments is actually pretty flat. Some analysts on Wall Street are expecting this to be its first $100bn quarter for sales in the run up to December. And it can only keep growing at that kind of rate if consumers are prepared to keep paying up for these ever more expensive devices.
