Next Apple event to focus on iPhone

Agence France-Presse . San Francisco | Published: 12:58, Sep 08,2019


A woman looks at the screen of her mobile phone in front of an Apple logo outside its store in Shanghai, China July 30, 2017. — Reuters file photo

The iPhone will be front and centre at Apple’s upcoming media presentation event as the California tech giant steps up its efforts in content and services for its devices.

In its trademark, tight-lipped style, Apple disclosed little about its plans for Tuesday’s event at its headquarters in the Silicon Valley city of Cupertino.

For years now, Apple has hosted events in the fall to launch new iPhone models ahead of the holiday shopping season.

Speculation is that Apple will introduce three upgraded iPhones, including ‘Pro’ models, and a successor to its more affordable iPhone XR, as premium handset prices hover around $1,000.

Some analysts say services, subscriptions and online content will share the stage with the company’s glitzy hardware as Apple seeks to shift its focus.

‘I think it is going to be the first year the event is going to also be about services,’ creative strategies analyst Carolina Milanesi said.

Milanesi was curious to see whether Tuesday’s presentation includes offers iPhone deals that ‘bundle’ music, television or game services with new handsets.

‘You have an opportunity to really bring value to the hardware with services,’ Milanesi said.

Analysts warn that Apple still faces challenges as rivals chip away at the smartphone market, in which the iPhone’s share is less than 12 per cent.

As the iPhone maker refines its handsets, other makers are pushing into new areas such as 5G devices and folding smartphones.

Wedbush securities analyst Dan Ives said in a note to investors that he expected a ‘trifecta of iPhone 11s’ that will help the company ‘put a fence around’ its user base.

The trade war between the United States and China has complicated Apple’s effort to gain ground in that market, where gains by local titan Huawei have come partly at the California-based company’s expense.

‘Apple needs Chinese consumers to treat the iPhone as a preferred premium brand at a tricky geopolitical moment,’ Greengart said.

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