Apple Inc. has set a date for its biggest product launch of the year: September 14 at 10:00 a.m. PT. That’s when the company is set to unveil its latest line of iPhones and other products ahead of a critical holiday season.
The company advertised the event on its websites and in media invitations, but like every Apple launch since 2020, this one will be streamed online due to the Covid-19 pandemic. The company said the event, which carries the tagline “California Streaming,” will take place next Tuesday at 10 a.m. PT.
Greg “Joz” Joswiak, senior vice president of global marketing at Apple, tweeted, “We’re streaming in California on September 14. See you soon.”
The Cupertino, Calif.-Based tech giant is brewing four new iPhones, as well as Apple Watches with larger screens. Apple has also been working on revamped entry-level AirPods headphones and newer MacBook Pros. Apple typically has multiple launches in the fall, so all new devices for 2021 may not appear next week. Apple held three events over two months last year.
Since 2013, Apple has shipped new iPhones around September like clockwork. The tech giant, which launched a redesigned iPhone with 5G connectivity last year, is unlikely to make any drastic changes this year, with most analysts reporting small technical updates to the phone’s processor and camera system. .
“Upgrade rates peaked in 2021 on 5G, we expect upgrade rates to moderate but still generate high volumes in 2022,” JPMorgan analyst Samik Chatterjee wrote in a commentary. note, adding that he still expects a record year thanks to higher sales of the cheaper iPhone. SE.
The new line of smartphones is expected to extend the functionality of Portrait mode to video and also have a higher-quality video recording format, according to a Bloomberg report.
Portrait mode uses the phone’s depth sensor to focus on faces while blurring the background, allowing amateur photographers to produce high-quality shots.
Apple was unable to comment immediately beyond the invitation sent to the media.
The mid-September launch saw sales spike in the last week of Apple’s fiscal fourth quarter, as millions of avid buyers grab the new iPhones.
Last year, however, the event was delayed for a month due to the COVID-19 pandemic, which means opening weekend iPhone sales were not included in fourth quarter results.
The event also helps Wall Street analysts model their sales projections for the holiday shopping season in Western markets, typically Apple’s biggest selling quarter.
Known for its splashy phone launches filled with hundreds of journalists at its sprawling Cupertino, Calif. Campus, Apple has been turning to virtual events since last year due to the pandemic.
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