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Apple’s expected fall event is officially on the schedule.
The tech industry has come to Apple’s September event, where it announces its latest iPhone and sets the stage for the coming year.
CEO Tim Cook announced in a post on X on Tuesday that this year’s event is scheduled for Tuesday, September 9.
“Get ready for an awe dropping #AppleEvent on Tuesday, September 9,” he wrote.
Many expect Apple to unveil the iPhone 17 during the event, and some predict it’ll look different from previous models. Morningstar analyst William Kerwin told Business Insider earlier this month that the firm expects a fresh design approach based on rumors that a “slim” or “air” version of the iPhone may be coming. Bloomberg reported Sunday that Apple is working on a three-year plan to reinvent the iPhone, which starts with a skinny “iPhone Air.”
However, Kerwin isn’t so sure a slimmed-down iPhone would be enough to meaningfully move the needle on iPhone sales.
Sales have been relatively strong; the company reported better-than-expected iPhone sales in the third quarter of fiscal 2025, which were up 13% year over year, at $45 billion.
Still, last year’s September showcase, dubbed the “Glowtime” event, announced the iPhone 16 lineup, which was heavily marketed alongside Apple’s AI program, Apple Intelligence. Nearly one year after its launch, the technology has been riddled with delays and questions from Wall Street about its progress.
As Cook and Co. tee up their big fall event, Forrester analyst Dipanjan Chatterjee told BI that “incremental changes” should take priority over major changes to the form factor if Apple wants to keep loyal customers happy.
“There’s still no game-changing redesign or new format that would mark a step change in the device’s trajectory or spur an upgrade supercycle,” Chatterjee told BI earlier this month.
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