On Tuesday, September 12, Apple will announce its next iPhones. Because of some unprecedented leaks over the weekend, we have a pretty solid idea of what's coming. We'll get an update to the current iPhone 7 and iPhone 7 Plus, as well as a more experimental handset we expect to be named the iPhone X. All signs point to the iPhone X ditching the home button. Hmm! We'll get a walkthrough of iOS 11 on the new hardware.
The iPhone is the single most successful consumer product of all time. It has made Apple, more or less, the iPhone company. And the model that the iPhone established--phone-on-glass, apps-on-phone--is "eating the world." All of which which makes Tuesday's upcoming announcement of the next generation of the phone an important event for the technology industry, generally. Looking back at all the quarters since the company launched the iPhone in the fall of 2007, it is clear that this set of phones, this announcement, will determine if Apple can return to major unit and revenue growth or if Apple's tremendous run building an already huge and profitable user base is over.
This file photo taken on June 13, 2016 shows the Apple logo displayed on a screen at Apple's annual Worldwide Developers Conference presentation at the Bill Graham Civic Auditorium in San Francisco, California. Diehard Apple (AAPL) fans are fretting over what will go missing in the newest iPhone. But investors are more worried about something other than an absent headphone jack: The missing enthusiasm for Apple's stock. Shares of Apple are down 0.7% in the 30 days leading up to the 11th iPhone product launch expected Wednesday, lagging the Standard & Poor's 500 index 0.1% increase during the same time. The lackluster stock reaction coming into the smartphone announcement is a departure from previous Apple smartphone launches going back to the original iPhone almost a decade ago.
Apple on Thursday invited members of the press to its new campus for the first time, where the company is expected to unveil three new iPhones, a new Apple Watch, and an updated Apple TV. The event invite reads "Let's meet at our place." The only picture included is the Apple logo with a trio of colors. The meaning behind this invite is pretty clear: Apple is holding its first event at Steve Jobs Theater on its new campus. Unless you want to pick apart the colors in the logo, this invite appears to be as straightforward as it gets.
Leading up to Monday's Apple event, the normal hype and hysteria that accompanies the tech-giant's special events was all but missing. The rumor mill had spent months covering and churning out every detail of the event, and as has been the case as of late, Mark Gurman's reporting was once again spot on. As promised, Apple announced a 4-inch iPhone SE, identical in looks to the iPhone 5S with upgraded internals. A smaller iPad Pro also made its debut, complete with Apple Pencil support. And, of course, Apple released new colors of existing Apple Watch bands and an entirely new line out of nylon.