Apple is gearing up for its most significant product launch event of the year, set to take place at its Cupertino headquarters in California. This event is expected to introduce new hardware, with the much-anticipated iPhone 15 taking the spotlight.
The event will be presented through prerecorded videos featuring key company executives, a format that Apple has adopted since 2020. This video presentation will be accessible via both YouTube and Apple’s official website. Last year’s event lasted approximately 90 minutes, and with over 31 million viewers on Apple’s YouTube video from the previous year’s launch, it’s evident that customers eagerly await direct insights from the tech giant.
For Apple, these launches hold immense importance, generating hype around new products and setting the stage for a marketing blitz in the lead-up to the crucial December quarter, the company’s peak sales period.
This year, Apple is looking to reinvigorate its sales, face renewed competition from Huawei, and persuade Android phone owners to make the switch.
While Apple announced its upcoming VR headset, the Vision Pro, in June, it’s expected to provide more updates on this product. However, in-depth details may not be disclosed until the following year.
Typically, Apple reserves separate events for its Macs and iPads, and last year, new iPads were introduced through a press release.
The launch invitations for this year carry the tagline “Wonderlust,” though it’s worth noting that Apple’s taglines don’t always directly hint at the announcements. CNBC will provide live coverage of the launch from Apple’s headquarters, along with a live blog on CNBC.com.
Here’s what to anticipate from this year’s event:
iPhone 15: USB-C and Titanium
Apple is set to unveil four new iPhone models, continuing the trend that began in 2020. If Apple follows its naming convention, these models will likely bear the iPhone 15 brand.
The lineup is expected to include two mid-range iPhones with screen sizes of 6.1 inches and 6.7 inches, along with two high-end “Pro” phones featuring titanium casings and enhanced cameras. Notably, the biggest change this year is the expected shift from Apple’s proprietary Lightning port to a USB-C charging port. This move aligns Apple with common charging standards used by Android phones, laptops, iPads, wireless headphones, and more.
The shift to USB-C is partly driven by new European regulations that mandate a universal charging port. While Apple may not explicitly mention the regulatory requirement, it is likely to emphasize the benefits for users, such as convenience and faster charging, possibly giving the port a unique Apple marketing name.
Pro models may also receive titanium casings, which are lighter than stainless steel, resulting in reduced phone weight. Event invitations feature an Apple logo with a titanium-like finish.
Lower-end iPhone 15 models might see an upgrade to the “dynamic island,” a cutout at the top of the screen housing facial recognition cameras. Last year’s Pro models replaced the iPhone’s “notch” with this undulating window, offering real-time updates and potential new functions for the mute switch.
Apple is also expected to highlight camera and chip improvements as compelling reasons to upgrade. The larger Pro model may feature a new lens with double the zoom strength compared to the iPhone 14 Pro.
Pricing remains an open question, with some analysts speculating about potential price increases due to rising component costs. However, Apple did not raise U.S. iPhone prices last year under similar conditions, preferring to adjust prices globally based on currency fluctuations.
Apple Watch and Accessories
Updates to the Apple Watch Series 8 and the high-end titanium model, Ultra, are anticipated this year. While Apple Watch improvements may include chip upgrades and enhanced health sensors, significant design changes may be reserved for the device’s 10th anniversary next year.
Accessories using Lightning connectors, such as certain AirPod models, Beats headphones, mice, and keyboards, are expected to be updated to support USB-C. However, these updates may not be discussed during the event or could be released separately.
iOS 17: Exciting Software Enhancements
Apple typically introduces its latest operating systems alongside new iPhones, and this year is no exception. iOS 17 brings several exciting features, including:
- “Contact Posters” for caller ID customization
- Enhanced autocorrect powered by transformer-based language models
- A new “Journal” app for daily thoughts and feelings, utilizing on-device machine learning
- “Standby Dock Mode” turning the phone into a clock with widgets displaying alarms, appointments, and real-time information
- “NameDrop,” a business card replacement for easy information exchange between iPhone users
- Offline Apple Maps for navigation without cellular service
These software upgrades will be available to users with iPhones released since 2018, ensuring a compelling experience for a wide range of Apple device owners.
Apple’s launch event promises to be an exciting showcase of innovation, spanning new iPhones, software enhancements, and potential surprises. Stay tuned for comprehensive coverage and updates from Apple’s headquarters.
