Sep 2, 2016
Four things to watch for at Apple's iPhone event
The Apple faithful will make their annual pilgrimage to San Francisco on Wednesday, for a firsthand look at the company’s latest technological treasures. This year, Apple is expected to rely heavily on its existing brands to keep the hype machine humming. Here are four things to watch for:
NEW IPHONE
Sure, there could be news tied to popular Apple hardware like the iPad and Mac. But most eyes are on the new iPhone, currently being referred to online as the “iPhone 7.” As for game changing features, most Apple watchers aren’t optimistic. Bigger batteries, better cameras and faster chip technology are most frequently referenced. One storyline suggests Apple is waiting until next year’s 10th anniversary of the iPhone release to unleash more hype-worthy features. Skeptics might argue it’s just tough to keep innovating this far into the lifespan of smartphones. On that note, Apple’s iPhone sales declined for a second straight quarter, with shipments down 15% year-over-year in the fiscal third quarter.
APPLE WATCH
Reports suggest the “Apple Watch 2” could have a bigger battery and more powerful chip technology, allowing for things like health and fitness tracking using GPS. Following Apple’s latest earnings, CEO Tim Cook described Apple Watch as the “best-selling smartwatch in the world.” A bigger question, though, is whether these devices are truly catching on with consumers. According to research firm IDC, total shipments of smartwatches declined by 32 per cent in the second quarter. In Apple’s case, IDC says it sold 1.6 million watches during that period. That’s a decline of 55 per cent compared to the company’s second quarter last year.
DUDE, WHERE’S MY HEADPHONE JACK?
Reports that Apple will ditch the iPhone's headphone jack have been circulating since last year. Perhaps Apple is hoping that speculation will help avoid a panic reaction if it removes something commonly used by all iPhone users. Next up…wireless “AirPods” earphones?
THE APPLE ECONOMY
Tim Cook was not pleased when the European Union recently handed him a US$14.5-billion tax bill for alleged favourable tax treatment in Ireland. Cook is unlikely to use the Apple event as another opportunity to rail against the ruling (which he called “total political crap”). However, he does routinely use these events to highlight some of the net positives from Apple’s ecosystem. Last year, he noted the company has paid out US$30 billion to developers since the launch of the App Store (that number has since climbed to more than US$50 billion). Cook will likely also draw attention to the scholarships it offers to young, talented app developers.
