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Are You Ready for Apple’s Event on 9 September?

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Apple Inc

Are You Ready for Apple’s Event on 9 September?

Sep 2 2015, 07.18am GMT


Apple Inc. (AAPL, -4.47%) has been taking a beating from investors, losing a touch over 9% in the last month alone and almost 19% since it closed at $132.07 on July 20 after finishing at $107.72 at market close on Tuesday.

Executives at the beleaguered company must be pinning their hopes on the product release event planned for September 9, cryptically described as “Hey Siri, give us a hint” on the media invitation, to restore investor confidence and to boost the stock price.

Speculation is rife about what Apple will be offering at the event, but the words “Hey Siri” in the invite must refer to what we can expect. Siri, of course, is the intelligent personal assistant that resides in many Apple devices such as the iPhone, iPad and iPod that responds to spoken commands rather than to typed requests.

Technology reviewer ZDNet says, “We’re expecting, among other things, the new iPhone, new desktop and mobile operating systems iOS 9 and OS X EL Capitan and a new Apple TV set-top box.”

Meanwhile, FBR analyst Dan Ives tells us to think of the iPhone 6S and iPhone 6S Plus models which can be expected to have “meaningful updates under the hood.”  The basic iPhone hardware design is not expected to change although the shell is rumored to be thicker and more robust to avoid the bending issues that were prevalent with the previous model. The thicker shell might also allow for a more efficient longer-life battery.

Brean Capital analyst Ananda Baruah says the new iPhones will probably be equipped with a faster A9 processor and an improved 12-megapixel rear-facing camera.  Apple is also likely to add the Force Touch technology from the MacBook to the iPhone, bringing pressure sensitivity to the mobile device. The company has referred to Force Touch as the “most significant new sensing capability” since it introduced Multi-Touch that has been the iPhone touch screen technology up to now.

Dan Ives is expecting Apple to meet the high expectations by delivering more superior updates for the iPhone 6S than it has with previous S-models in the past. Ives added, “We view this as a critical event for Apple to help turn the negative investor tide and help lay out its growth vision for the next year on the heels of the iPhone 6 super-cycle product tailwinds.”

Apple TV is also expected to get a big overhaul with reports suggesting new hardware and software as Apple is rumored to want to compete with gaming consoles such as Microsoft’s Xbox and Sony’s PlayStation. The new box is also expected to include Siri, matching up to competitors such as Google’s Chromecast and the Amazon Fire Stick. The expected price tag of $199 for the TV set-top box will be substantially higher than the existing model, which was priced at $99 and recently reduced to $69.

ZDNet speculates on the fact that Apple has released “one more thing” over the last few years that can be taken away from the fall presentation and we can expect more of the same.

The technology reviewer reports that the size of the auditorium booked for the event by Apple has raised speculation that something significantly larger, a car perhaps, may steal the show. Project Titan, Apple’s own electric car project may however still be some way off from release.

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