Ap­ple ex­pected to an­nounce 3 mod­els sim­i­lar to 2017’s iPhone X.

The Atlanta Journal-Constitution - - FRONT PAGE - By Hay­ley Tsukayama

Ap­ple’s next big thing will make its de­but on Sept. 12.

The com­pany sent in­vites to me­dia for its an­nual fall prod­uct event, where the com­pany tra­di­tion­ally of­fers the first glimpse of its new iPhone.

This year, Ap­ple’s ac­tu­ally ex­pected to show off three mod­els, based on sev­eral an­a­lyst re­ports: two fea­tur­ing the pre­mium OLED screen cur­rently avail­able on the iPhone X, one of which is ex­pected to have the largest iPhone screen we’ve seen to date, and a cheaper iPhone model.

The in­vi­ta­tion of­fered few clues about what may be com­ing — it fea­tured a styl­ized cop­per-toned out­line of Ap­ple’s new cor­po­rate head­quar­ters in Cu­per­tino, Cal­i­for­nia, where the com­pany will hold the event. The pre­sen­ta­tion will be in the Steve Jobs Theater, which is named for Ap­ple’s late co-founder and chief ex­ec­u­tive.

Judg­ing by Ap­ple’s past ac­tions, an­a­lysts ex­pect the com­pany will be­gin selling some of the new mod­els by the end of Septem­ber.

An­a­lysts ex­pect that Ap­ple may also show off a va­ri­ety of other hard­ware, in­clud­ing a new Ap­ple Watch, new wire­less AirPod head­phones and pos­si­bly a new model of the iPad Pro, ac­cord­ing to Bloomberg.

There’s also some spec­u­la­tion that Ap­ple will build on its lap­top lineup with a light­weight, en­try-level MacBook aimed at stu­dents and oth­ers look­ing for a more bud­get-friendly op­tion.

The com­pany has had a sum­mer of mile­stones, as strong earn­ings helped sent the com­pany’s stock up and al­low it to be­come the first pub­licly traded com­pany with a value of $1 tril­lion.

But while the iPhone busi­ness is mak­ing more money than ever, the num­ber of iPhones that Ap­ple’s selling isn’t grow­ing as fast as it did in the early days of the smart­phone mar­ket. The com­pany’s ad­justed for those changes by charg­ing more for each phone — $1,000 for the iPhone X, for ex­am­ple — but is also look­ing to build up other prod­uct lines and its push into ser­vices such as en­ter­tain­ment.

Ap­ple, as al­ways, has re­mained tight-lipped about its prod­uct plans and it’s not clear how the com­pany will pitch so many new mod­els of the iPhone to cus­tomers. It will be par­tic­u­larly in­ter­est­ing to see how the firm mar­kets the ru­mored cheaper iPhone, given the rel­a­tively poor re­cep­tion of the iPhone 5c, a bud­get iPhone model the com­pany of­fered in 2013 in re­sponse to in­creased global de­mand for cheaper phones. It failed to catch on and was even­tu­ally dis­con­tin­ued.

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