Apple reveals Sept 10 as new iPhone launch event

Apple Inc. has revealed its next round of iPhones will be unveiled on September 10 at the Steve Jobs Theater in the company’s headquarters of Cupertino, California.

In an invitation for the event cleverly titled “by innovation only”, Apple said it would live stream the announcement on its website, which will begin at 10am local time.

READ MORE: Apple’s shares rally despite iPhone sales dropping to lowest in 7 years

The main focus is expected to fall on Apple’s next generation of iPhones, alongside which the tech giant usually unveils a new Apple Watch.

For September 10, it’s thought Apple will will announce “Pro” successors to the iPhone XS and iPhone XS Max, as well as an upgrade to the iPhone XR.

Apple typically puts new iPhones on sale within two weeks following their launch and rolls out the accompanying software update a few days after showing off the devices.

The launch will be crucial for Apple as retailers approach the peak trading period of the year.

Earlier this summer sales in iPhones dropped to their lowest point in seven years.

In June, Apple’s core iPhone range saw sales drop 12 per cent to $25.99 billion, following a 17 per cent drop in the previous quarter, marking the first time in seven years they accounted for less than half of its total revenue.

At the time, Apple chief executive Tim Cook framed the results as a successful shift away from reliance on a single product, following numerous months of struggling iPhone sales.

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