Sunday, July 13, 2014





Apple alerts media; new iPhones expected


September 03. 2013 11:57PM
JEREMY C. OWENS San Jose Mercury News

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Apple Inc. on Tuesday invited media members to a Sept. 10 event that’s expected to include the launch of two new models of the iPhone, the company’s iconic smartphone.


The media invitation included several differently colored bubbles behind an Apple logo and a single tagline: “This should brighten everyone’s day.”


Apple is expected to announce a lower-priced iPhone model at the event, rumored to be called the iPhone 5C, that will be housed in a plastic case offered in a variety of colors. The production of such a device was confirmed by a human-rights group that secretly infiltrated a Chinese factory working on the assembly and reported on labor-rights violations in July.


Many analysts say Apple must offer a cheaper version of its iconic iPhone to stake out a position in the midrange of the smartphone market, as sales of its higher-priced flagship model continue to slow and rivals introduce their own lower-priced gadgets. In the past, Apple has chased that value-seeking consumer by selling its older-model phones for $100 or $200 less than the latest and more expensive model, but it seems to be switching gears: Last week, the tech giant confirmed a new trade-in program that will allow users to surrender older models of the iPhone for discounts on newer models at the company’s retail stores.


Apple is also expected to introduce a new higher-end model, which many predict will be dubbed the iPhone 5S and will upgrade several components from its predecessor. Among the rumors is the possible inclusion of a fingerprint sensor: Apple last year purchased a company, AuthenTec, that specializes in fingerprint sensors, and multiple reports have pointed to the “Home” button on the iPhone 5S doubling as the biometric sensor. Multiple colors are also expected for the higher-end model, including a gold color aimed at the Chinese market.


Apple last introduced a new iPhone on Sept. 12, 2012, with CEO Tim Cook helping to launch the iPhone 5 in San Francisco. When the new iPhone debuted in the United States and several other countries on Sept. 21, Apple stock hit an all-time high of $705.07, but the company has experienced a long Wall Street fall since, dropping as low as $385.10. Shares have risen since, closing Friday at $487.22, but analysts say that the company needs to show a strong hand in its next hardware introduction.


“Investors, along with the rest of the world, are waiting with increasing impatience, for Apple to wow them once again,” IDC analyst John Jackson recently told the Mercury News, later adding, “The next event will arguably be the biggest product launch in Apple’s history because it will tell us about the future of the company as a true innovator.”




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