Aug 29, 2019

Apple sets Sept. 10 for new iPhone debut

Ina Fried

Apple headquarters. Photo: Michael Short/Getty Images

Apple is expected to introduce a new crop of iPhones at a media event it has just scheduled for Sept. 10.

  • "By innovation only,” reads the scant text in this year's invite for the event, which will take place in the Steve Jobs Theater at Apple headquarters.

Why it matters: Both Apple and the broader smartphone market have seen growth slow, adding importance to whatever Apple has in store for this year's model. Reports suggest additional cameras could be among the key selling points.

Go deeper

Ina Fried

Apple's underwhelming iPhone event

Photo: Apple

Apple delivered exactly the iPhones everyone expected on Tuesday — and that's kind of the problem. Instead of "one more thing," Apple's event was more like none more thing.

Driving the news: Not only were there no big surprises, there were actually some disappointments, as the company didn't announce its expected new item-finder tags, nor did the Apple Watch add a widely rumored sleep-tracking feature.

Go deeperArrowSep 11, 2019
Ina Fried

Apple's plan to lock in customers gets stronger

Apple's Arcade service relies on an Apple device and is probably most appealing if you have several of them. Screenshot: Apple.com

Many of Apple's latest products and services share a common goal for the company: increasing customers' dependence on the iPhone. As Apple prepares to unveil its latest generation of iPhones on Tuesday, this "ecosystem" strategy is more pronounced than ever.

Why it matters: With the smartphone market stalling, Apple needs to find other ways to make money while also maintaining its share of the market. This approach serves both goals.

Go deeperArrowSep 6, 2019
Ina Fried

A cheat sheet for what to expect out of Apple's iPhone event

Photo: Alex Tai/SOPA Images/LightRocket/Getty Images

Editor's note: Check here at 1 p.m. ET for live coverage of the event.

We won't officially know what Apple is announcing at this morning's event for a few hours more. But it's virtually impossible for phone makers — even secretive Apple — to keep much secret these days.

Why it matters: The iPhone remains the heart of Apple's business, and by all accounts it is going into essentially the third year with the design that debuted with the iPhone X. It remains unclear just how many good new reasons Apple can dream up to spur upgrades.

Go deeperArrowSep 10, 2019