Apple Announces Sept. 12 Launch Event in Cupertino, New iPhone 15 Expected

Apple (AAPL) stock rose 2.2% yesterday after it has announced that it will hold a press event on September 12 at its headquarters in Cupertino, California, where the company is expected to unveil new series of iPhones. The event will also be live-streamed on Apple's website. Since 2020, Apple has been using pre-recorded videos to announce iPhones. Usually Apple’s gala events act as strong boosters of its stock performances.

New iPhone models, likely to be called the iPhone 15, are expected to come with USB-C after the European Union passed a landmark law in October requiring all phones, tablets and cameras sold in the bloc to use USB-C Charging port for wired charging until December 28, 2024. The iPhone 15, Bloomberg reports, will get them closer to that goal by removing the cutout at the top of the screen that makes space for the camera and facial recognition sensor and putting those two components behind what’s called a “dynamic island,” which uses new technology that allows them to operate from underneath the screen and allows the user to display a number of interactive modules such as quick access to maps or pausing and playing music.

Typically, Apple also releases new versions of iOS for iPhones at its September event. This year, iOS 17 software includes a more intuitive caller ID (called "Contact Poster"), better autocorrect features, and a new Journal app.

Apple remains one of the world's leading smartphone makers. The iPhone also accounts for a large portion of Apple's sales, with total smartphone sales having reached $205.489 billion in 2022. That accounts for more than 52% of the company's total annual revenue of $394.33 billion.