Apple’s iPhone 15 event, scheduled for Tuesday at its Cupertino headquarters, is poised to unveil new hardware, including the iPhone 15. Apple will showcase prerecorded videos featuring top executives, which will be streamed online. The event is vital for Apple, driving excitement and setting the stage for a robust year-end marketing push. This year, they aim to revive iPhone sales and compete with Huawei and Android. Notable changes in the iPhone 15 include a USB-C port, possible titanium casing, and camera enhancements. Apple Watch updates are also anticipated, along with iOS 17, offering several new features.
Apple is gearing up for its highly anticipated iPhone 15 event scheduled for Tuesday. The event will take place at Apple’s headquarters in Cupertino, California, and is expected to feature the unveiling of new hardware, prominently including the iPhone 15.
To present these exciting new products, Apple will showcase a prerecorded video featuring its top executives. This presentation will be available for streaming on both YouTube and Apple’s official website. Notably, Apple has adopted prerecorded video formats for its product launches since 2020.
Apple’s product launches hold immense significance for the company, creating substantial anticipation around their products and setting the stage for an extensive marketing campaign leading up to the lucrative December quarter, traditionally their most significant sales period. Last year’s event attracted an impressive audience of thirty-one million viewers on YouTube, underscoring the continued preference of customers to receive information directly from Apple.
In the context of this event, Apple is setting its sights on reversing a recent sales decline, countering resurgent competition from Huawei, and enticing Android users to make the switch to iPhones.
Earlier this year, Apple had already announced its forthcoming VR headset, the Vision Pro, with plans for a 2024 release. While the company might offer updates on developer engagement, in-depth information about this product is unlikely to surface until the following year.
It’s worth noting that Apple’s Macs and iPads are unlikely to feature in this Tuesday’s event, as the company usually dedicates separate events to unveiling these products. Last year, Apple chose to announce new iPads through a simple press release.
As for the theme of this year’s launch invitations, they bear the tagline “Wonderlust,” although these taglines do not necessarily hint at the nature of the announcements. CNBC will provide live coverage of the event directly from Apple’s headquarters, supplemented with a live blog on CNBC.com.
In the preceding year, Apple’s September event showcased new iPhone models, Apple Watches, and updated AirPods. So, what should we expect from this year’s edition?
Apple is anticipated to introduce four new iPhone models, adhering to the naming convention established in 2020. If Apple maintains its naming pattern, these models will likely bear the iPhone 15 branding.
Reports from Bloomberg News, TF International Securities hardware analyst Ming-Chi Kuo, and Wall Street analysts suggest that we can expect two sizes of mid-range iPhones with 6.1-inch and 6.7-inch screens, as well as two high-end “Pro” models featuring titanium casings and enhanced camera capabilities.
One of the significant changes expected this year is the adoption of a USB-C charging port, replacing Apple’s proprietary Lightning port, which has been in use since 2012. The move aligns Apple with the common charging port standard used by Android phones, modern laptops, iPads, wireless headphones, and other devices. The shift is a response to new European regulations mandating a common charging port, though Apple is likely to emphasize the advantages for users, such as convenience and faster charging, potentially giving the port a unique Apple marketing name.
The Pro models might also feature a switch to titanium casings, which are lighter than steel, reducing the overall weight of the phones. Event invitations feature an Apple logo with what appears to be a titanium finish.
For the lower-end iPhone 15 models, we can expect an upgrade to the “dynamic island,” a cutout at the top of the screen that houses facial recognition cameras. Last year’s Pro models replaced the traditional “notch” with this undulating window, which offers real-time updates, such as tracking an Uber’s location or displaying current music playback. Furthermore, the mute switch, a fixture on iPhones for over a decade, could take on new functions as a customizable “action button.”
Apple is also likely to highlight camera and chip improvements as key reasons to consider upgrading. The largest and most expensive iPhone model, the larger Pro variant, might feature a new lens capable of twice the zoom strength compared to the 3x zoom lens on the iPhone 14 Pro.
An open question remains whether Apple will adjust its pricing strategy. Some analysts predict price increases due to rising component costs, but it’s essential to note that Apple did not raise U.S. iPhone prices under similar circumstances last year. The company often adjusts prices globally following launches and in response to currency fluctuations.
In the previous year, Apple introduced the Apple Watch Series 8 and a premium titanium model called the Ultra. Both are likely to receive updates this year, although Apple’s Watches typically undergo fewer major changes from year to year compared to iPhones. The core design of Apple’s mainstream watches has remained unchanged since 2018. We can expect updates to the chip inside the new watches and enhancements to health sensors, but more significant changes may be reserved for the device’s 10th anniversary next year.
Apple also has a range of accessories that utilize Lightning connectors, including certain AirPod models, Beats headphones, mice, and keyboards. The AirPods Pro is slated to receive a new feature called Adaptive Audio, which doesn’t require new hardware. This feature uses machine learning and software to adjust volume and noise-canceling settings intelligently, allowing users to remain aware of their surroundings.
Apple may also update its accessories to work with USB-C, but these updates might not be discussed during Tuesday’s event or could be released at a later date.
Even for users not planning to upgrade their iPhones or Watches, Apple has something in store—new software. Apple typically previews its latest operating systems for its devices in June and releases them in September alongside new iPhones. Many of these software features are compatible with iPhones released in 2018.
Some highlights from iOS 17 include:
– A redesigned caller ID screen known as “contact posters,” enabling users to choose the images displayed when calling other iPhone users.
– Improved autocorrect powered by a transformer-based language model, akin to the technology used in applications like ChatGPT.
– The introduction of a Journal app, encouraging users to record daily thoughts and emotions, leveraging on-device machine learning to identify patterns without sending data to cloud servers.
– A new standby dock mode that transforms the phone into a clock with widgets displaying alarms, appointments, and other real-time information.
– A business card replacement feature called NameDrop, allows two iPhone users to exchange personal information by tapping their phones together.
– Offline Apple Maps that enable users to save extensive sections of roads and terrain for navigation, even without cellular service.
