LOS ANGELES (BLOOMBERG) – Apple is aiming to hold a launch event on Sept 7 to unveil the iPhone 14 line, according to people with knowledge of the matter, rolling out the latest version of a product that generates more than half its sales.
The new iPhones will kick off a busy fall product season, which will also include multiple new Macs, low-end and high-end iPads, and three Apple Watch models.
Apple is updating its flagship product at a precarious time for the industry. Smartphone sales have begun to flag as consumers cope with inflation and a shaky economy. But Apple appears to be faring better than its peers. The iPhone sold well last quarter, and the company has signalled to suppliers that it does not foresee a drop-off in demand.
The technology giant typically announces other products alongside the iPhone, including the latest Apple Watches. The company usually releases the new iPhone in stores about 1½ weeks after it is unveiled, and Apple is expected to stick to that pattern this year. Some retail store employees have been told to prepare for a major new product release on Sept 16.
Apple gained almost 1 per cent to US$174.54 in New York trading. The stock remains down 2 per cent this year, though it has climbed back from a much deeper rout in recent months.
The company intends to stream the event online – rather than hold an in-person gathering – continuing an approach it adopted at the start of the pandemic. Apple launches are highly polished affairs, and employees have already begun recording the presentation’s segments over the past few weeks, Bloomberg News has reported.
An Apple spokesman declined to comment on the event’s timing. Given that the announcement is still about three weeks away, the company’s plans could change, but Apple usually unveils the latest iPhones in the first half of September.
The company held its last event in June to announce its next set of software updates – iOS 16, iPadOS 16, watchOS 9 and macOS Ventura – and invited press and developers to its campus to watch a video of the presentation. The arrangement was part of Apple’s slow shift back to more normal operations, a push that has included a return to the office.
On Monday (Aug 15), the company told its corporate staff that they would be required to work in-person three days a week starting from Sept 5, two days before the planned product announcement.
The standard iPhone 14 will look similar to the iPhone 13, though the company will eliminate the 5.4-inch “mini” version and add a model with a 6.7-inch screen. This will mark the first time Apple launches a non-Pro iPhone with a display of that size.
The company is planning bigger changes for the iPhone 14 Pro line. Apple will replace the front-facing camera cut-out, known as the notch, with a pill-shaped hole for Face ID sensors and a hole-punch-sized area for the camera. This will give users slightly more screen space. The company is also adding a faster chip to the iPhone 14 Pro. Apple, meanwhile, will retain the A15 chip from the iPhone 13 in the regular iPhone 14 models.
The most significant iPhone 14 Pro changes will be to the camera system, which will appear slightly larger to consumers. The Pro models will gain a 48-megapixel wide-angle camera alongside 12-megapixel ultrawide and telephoto sensors. Apple is also planning improvements to video recording and battery life.
For the latest Apple Watches, known as Series 8, Apple will add features for women’s health and a body temperature sensor. The standard watch will look similar to the Series 7, but a new pro model will go after sportier consumers. It will have a larger display, a rugged titanium case, new fitness tracking features and more battery life. The company also is planning a new Apple Watch SE, its low-cost smartwatch, with a faster chip.
Apple targets Sept 7 for iPhone 14 launch in flurry of devices & Latest News Update
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