Apple Inc. is aiming to hold a launch event on Sept. 7 to unveil the iPhone 14 line, according to people with knowledge of the matter, rolling out the latest version of a product that generates more than half its sales.
The new iPhones will kick off a busy fall product season, which will also include multiple new Macs, low-end and high-end iPads, and three Apple Watch models.
Apple is updating its flagship product at a precarious time for the industry. Smartphone sales have begun to flag as consumers cope with inflation and a shaky economy. But Apple appears to be faring better than its peers: The iPhone sold well last quarter, and the company has signaled to suppliers that it doesn’t foresee a dropoff in demand.
The company intends to stream the event online — rather than holding an in-person gathering — continuing an approach it adopted at the start of the pandemic. Apple launches are highly polished affairs, and employees have already begun recording the presentation’s segments over the past few weeks, Bloomberg News has reported.
An Apple spokeswoman declined to comment on the event’s timing. Given that the announcement is still about three weeks away, the company’s plans could change, but Apple usually unveils the latest iPhones in the first half of September.