Apple Inc. has announced its annual product upgrade event for September 12th, setting the stage for groundbreaking innovations. The company will introduce the highly anticipated iPhone 15 series and next-generation smartwatches. The customary practice of commencing pre-orders immediately after the event, followed by deliveries one week later, is expected to continue. The event will be available for online streaming at 10 a.m. Pacific Time, with a simultaneous in-person gathering at the renowned Steve Jobs Theater in Cupertino, California. The announcement comes following earlier reports from Bloomberg News that indicated Apple’s intention to unveil these new products on this significant day.

The event’s centerpiece will be the introduction of the iPhone 15 lineup, including entry-level and high-end models. The entry-level models, potentially named iPhone 15 and 15 Plus, are expected to inherit certain features from last year’s Pro models. Meanwhile, the high-end models will undergo radical changes, including a redesigned titanium frame, slimmer screen borders, and an advanced A17 processor. Notably, a customizable button will replace the longstanding mute switch, present since the iPhone’s debut in 2007. The premium version of the iPhone 15, sporting a 6.7-inch screen, will feature an enhanced camera system with deeper optical zoom capabilities. This innovation allows for a sharper focus on distant subjects using the physical lens itself, promising superior image quality. Additionally, all four new iPhone models will transition to a USB-C charging port, complying with recent European Union regulations. This marks a significant change in iPhone connectors since 2012. Furthermore, Apple is expected to unveil updated AirPods featuring a convenient USB-C charging port.

After declining sales over consecutive quarters, this iPhone launch takes on greater importance for Apple. The company attributes this sales decline to fluctuating demand for smartphones and related devices. The forthcoming product lineup, introduced during the peak holiday sales season, is strategically positioned to increase growth during a critical period for the tech giant. The combined revenue from iPhones and Apple Watches constitutes a substantial portion of the company’s income.