Apple Set to Unveil Latest iPhone
September 07 2016 - 02:42PM
Dow Jones News
Apple Inc., ahead of an announcement about a new smartphone,
said it would start offering a game based on the Super Mario
videogame character in its app store and an app based on the
popular "Poké mon Go" game for its Apple Watch.
Chief Executive Tim Cook began the event in San Francisco with a
taped video involving late-night host James Corden driving him in a
version of the comedian's "Carpool Karaoke" skit. The skit included
the two singing "Sweet Home Alabama" with musician Pharrell
Williams.
Earlier this year, Apple agreed to distribute a new series based
on the "Carpool Karaoke" segment.
The new Super Mario Brothers game, called "Super Mario Run,"
isn't the original one but instead is a version that was designed
specifically for a touch-and-tap experience. The Nintendo product
is expected to come out in time for the holidays; pricing
information wasn't immediately provided.
Apple also unveiled improvements to its watch, including a
built-in global-positioning system, a waterproof body enabling
swimmers to wear it, a ceramic body and a version of the "Poké mon
Go" game.
At the event, Apple is expected to unveil the latest versions of
its iPhone Wednesday, but without the types of significant new
features that Apple consumers have come to expect every other
year.
The fall product launches are an annual ritual. But Apple
watchers question whether the relatively incremental changes
expected in this year's phones will be enough to reignite
excitement about the iPhone. Sales of the phone have been falling
as consumers wait longer to upgrade, and Apple faces fresh
competition from rivals including Samsung Electronics Co. and
Huawei Technologies Co.
Much of the anticipation around the event centers on the phone's
headphone jack. The Wall Street Journal reported earlier this year
that Apple plans to eliminate the 3.5-millimeter jack, to make the
phone thinner and improve its water resistance. Critics panned the
idea, but some believe the move may push the technology industry
into more widespread adoption of wireless headphones.
Analysts also have speculated that some new models may have two
camera lenses—to improve image quality, particularly on wide-angle
and close-up shots—and a pressure-sensitive home button,
incorporating technology used in Apple Watch. Apple also may
introduce a new version of the Watch at the event.
Apple declined to comment on "rumors" ahead of the event.
The iPhone propelled Apple's extraordinary growth in recent
years, making it the world's most valuable company. But the glow
from Apple's initial large-screen models, introduced in 2014, has
faded. Revenue from the iPhone fell 23% in the quarter ended June
25, and Apple shares are down 4.9% over the past 12 months.
Analysts expect the new phones to boost Apple sales next year.
UBS Group AG expects iPhone unit sales to decline 9% for Apple's
current year, ending Sept. 24, but to rise 5% in the year ending in
September 2017, to 222 million units.
Write to Robert McMillan at Robert.Mcmillan@wsj.com
(END) Dow Jones Newswires
September 07, 2016 14:27 ET (18:27 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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