Apple Inc said that it will hold a special event on September 14 next. The event is believed by most industry observers to be used to introduce the latest iPhone releases that have become the company's mainstay.
Citing Reuters, Apple has been known to introduce its newest iPhone series around September since 2013. The tech giant is not expected to make any radical changes to its latest iPhone models with most analysts pointing to minor technical updates to the phone's processor and camera system.
"We expect the rate of improvement to moderate but still drive high volume in 2022," JPMorgan analyst Samik Chatterjee wrote in a note.
The new line of smartphones is expected to extend the Portrait mode feature to video and also have higher quality video recording formats. Portrait Mode uses the phone's depth sensor to focus on faces while blurring the background, allowing amateur photographers to produce high-quality shots.
As is well known, launches in mid-September usually result in a spike in sales in the last week of the fourth quarter of the fiscal year as millions of buyers enthusiastically buy the newly released iPhones.
The event also helped Wall Street analysts make their sales forecasts for the holiday shopping season in the western market, usually Apple's biggest sales quarter.
Known for its splashy phone launches with hundreds of journalists on its sprawling Cupertino, California campus, Apple has turned to virtual events since last year due to the pandemic.