While the numbers in India suggest huge potential -- fewer than two in every 10 of the country's 1.3 billion people have a smartphone -- the world's fastest growing major market operates differently to other markets where Apple has enjoyed stellar growth and high margins.
Its first mobile title launched in March, Miitomo, was more of a social networking application, leaving investors and fans awaiting games based on bestselling franchises such as 'Super Mario Bros.'
The Korean company is pitching its latest flagship as a do-everything device and selling a bunch of accessories called 'Friends' that expand its capabilities.
For Satya Nadella, using 'the power of human language' to communicate with machines will be as profound as the development of the Internet and the use of touchscreens on mobile devices.
A New Jersey lawmaker has put forward a bill that stipulates pedestrians with their faces in their phones will pay a fine of $50 or spend up to 15 days in jail.