Apple Season

Apple Season

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  • Apple’s (AAPL, $167.53) next product launch event will take place on September 7th, the company announced in an invitation sent out to journalists today. At the show, Apple is expected to share details on upcoming iPhones and Apple Watches. The invite, which has the tagline “Far out,” is for an in-person event at the Steve Jobs Theater at Apple’s Cupertino campus, which would be the company’s first big product launch event to take place in the theater since the start of the pandemic.

  • Apple will reveal the brand new iPhone 14 at the event, but the standard model likely won’t be the star of the show. The iPhone 14 Pro and Pro Max are expected to carry the bulk of the new and exciting features. Perhaps the biggest change is the rumored axing of the infamous notch in favor of a hole-punch selfie camera and a pill-shaped cutout for Face ID. 

  • Apple’s gearing up to launch three new Apple Watch models: the Watch Series 8; a refreshed SE; and a new rugged “Pro” model designed for athletes who partake in extreme sports.

Why it matters

Collective consumer confidence in the economy has fallen through the floor, thanks to the ongoing rising inflation and a looming recession. That means Apple will have to fight even harder to win over new iPhone owners, especially with rumours that the new iPhone 14 range is set to be it's most expensive yet. Over the past couple of years, Apple's notched its biggest revenue and profits each holiday shopping season, largely on the popularity of 2021's iPhone 13 and 2020's iPhone 12.


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