Apple announced it will unveil its next generation of iPhones along with other products at a launch event scheduled for Sept. 10 in the Steve Jobs Theater at the company’s headquarters in Cupertino, California, TechCrunch reported on Thursday (Aug. 29). The company said it will livestream the event on its website at 10 a.m. local time.
Invitations were tagged “by innovation only” although Apple isn't expected to change the basic iPhone design. Three new models are expected, replacing the iPhone XS, XS Max and XR with the anticipated iPhone 11, 11 Max/11 Pro and 11R.
This year's event takes place two days earlier than the one held in 2018, which was for the launch of the iPhone XS, iPhone XS Max and iPhone XR. The event has been a staple of September for the last eight years, starting with the iPhone 5 in 2012, with the launch and release of the new models a regular occurrence that capitalizes on the upcoming holiday shopping period.
Among the new features that are anticipated include a triple camera array with an ultra-wide lens, a new A13 chip and wireless power-sharing.
The invitation shows a modern take of the older multicolored Apple logo, fueling speculation about Apple's plans to add new colors to its iPhone lineup.
Apple usually puts new iPhones on sale within two weeks following launch and rolls out the accompanying software update within a few days, AdAge noted. The new iPhones are said to be critical to Apple’s holiday quarter. Last year, the company missed expectations on waning smartphone demand, especially in China.
After providing the majority of Apple’s revenue since 2012, the iPhone accounted for only 48.3 percent of Apple’s overall revenue in Q3 of fiscal year 2019, the first time that it hasn’t contributed over half of Apple’s sales in over seven years. Apple’s iPhone revenue was below the $26.31 billion forecast by analysts ahead of the release, coming in at $25.99 billion.
As for next quarter, Apple is forecasting revenue of between $61 billion and $64 billion, solidly ahead of the Street’s $60.9 billion estimates.
The new iPhone is not subject to new U.S. tariffs Chinese on Chinese goods that had been set to go into effect on Sept. 1, as those tariffs have been pushed back to December.