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What’s happening
The world’s most valuable tech company is about to hold a big product announcement event.
Why it matters
Apple’s first major event of the year doesn’t grab attention the same way its September iPhone events do, but it’s an opportunity for the company to highlight everything else it offers.
What’s next
Apple’s expected to hold a major event in the summer to announce free new software upgrades coming in the fall, alongside the rumored next iPhone.
Apple’s invite tagline is “Peek performance.”
Apple
Apple has set the date for its next event, sending out invites to the media for 10 a.m. PT on Tuesday, March 8. Apple is expected to introduce a new moderately priced iPhone SE with a bigger screen, upgraded iPads with faster chips, and possibly even upgraded iMacs.
The company will show off the devices in an all-virtual event via a livestream on Apple’s website. The tech giant has hosted online-only events since the start of the pandemic two years ago. The tech giant is currently assessing when employees will return to the office, as the omicron variant wanes and the US Centers for Disease Control and Prevention loosens mask guidance.
Apple’s invitation, sent in an email, shows a rainbow Apple logo somewhat zooming through space. Its tagline says “Peek performance,” and the company confirmed it will be “broadcasting from Apple Park” but available online. Apple didn’t say which products it plans to announce — it almost never does — but did include an augmented reality effect in its marketing page for the event.
The event marks another milestone for Apple as it aims to stay on track with its product launch schedule, which typically includes events in the spring, summer and fall. In June 2020, as the pandemic took hold, Apple transformed its Worldwide Developers Conference into a virtual event, with slickly edited videos replacing live presentations. So far, the formula appears to be working. Apple has continued to rake in record sales and profits.
The company has said that customers have especially responded to 5G wireless internet upgrades in its iPhones over the past two years. And in his review of the iPhone 13 last year, CNET’s Patrick Holland said that Apple had delivered a “delightful upgrade,” praising the cameras and battery life in particular.
See also: Apple’s Rumored March Event: When Is It and What to Expect
Apple has also said that demand for new chips it designed to act as the microprocessing brains for its iPads and Mac computers has consistently outstripped supply, with more than $12 billion in estimated pent-up demand in the past year. “Customer satisfaction is off the charts,” Apple CEO Tim Cook said during a conference call with financial analysts in January. He said the technology is helping bring in new customers, in addition to upgraders.
At the upcoming event, Apple is also expected to discuss its upcoming iOS 15.4 software, a free upgrade sent to the most recent iPhones and iPads. The company has already announced that it’s building in new Face ID unlock features to work with medical masks, as well as anti-stalking alerts related to its AirTag smart trackers.
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