iPhone expected to star at Apple event September 10 (Update)

September 3, 2013
The Apple logo on September 11, 2012 at the Yerba Buena Center for Arts in San Francisco. Apple on Tuesday fired off invitations to a September 10 event at which it is expected to spice up its iPhone line and unveil a low-priced version.

Apple on Tuesday fired off invitations to a September 10 event at which it is expected to spice up its iPhone line and unveil a low-priced version.

In true Apple style, the invitations revealed little. The message, "This should brighten everyone's day" was below the company logo on a page dotted with brightly colored circles.

The design seemed to lend credence to unconfirmed reports that Apple plans to release iPhones in a rainbow of colors, including gold.

The special event will take place at Apple's headquarters in the Silicon Valley city of Cupertino.

Apple is widely believed to be readying two new versions of its iPhone, with one a less expensive model to win over budget buyers in emerging markets such as China.

Apple's move comes as pressure mounts from rivals such as Samsung that field a Android-powered smartphones running the gamut of prices.

Speculation has centered around whether Apple will shift its strategy of focusing on premium devices priced at the high-end of the market to include a lower-cost handset appealing to people with tight budgets.

While new iPhones promise to grab attention, a centerpiece of the Apple event will be the dramatically overhauled touch-screen interface.

In June, Apple unveiled what chief executive Tim Cook branded the biggest change to iOS—Apple's mobile operating system—since the introduction of the iPhone in 2007.

Jonathan Ive, the man behind the winning hardware designs of Apple products, put his mark on the icons, layout and style of the home and lock screens people use to engage with Apple mobile devices.

The new iOS comes with a hotly anticipated iTunes Radio Service featuring more than 200 stations "and an incredible catalog of music" from Apple's online shop.

The ad-supported free music service "offers music fans access to thousands of new songs every week, as well as serving up exclusive music from new and popular artists before you hear them anywhere else," Apple said.

Apple last week began letting US iPhone owners trade in their smartphones for credit toward buying new models.

As the smartphone market in the United States and other Western countries matures, companies may have better luck encouraging upgrades rather than reaching out to first-time buyers, according to Gartner analyst Van Baker.

Motives for Apple's trade-in program likely include keeping iPhone users loyal to the smartphones as well as the lucrative iTunes shop for digital music, films, and books.

"Keeping people in the fold is what it is all about," Baker said.

South Korean Samsung has found global success with smartphones powered by Google's free Android software, which now dominates the market.

Explore further: Apple readying two iPhone versions for launch

Related Stories

Apple readying two iPhone versions for launch

August 19, 2013

Apple has asked its Taiwan-based supplier to begin shipping two new versions of the iPhone next month, including a lower-cost model, the Wall Street Journal reported Monday.

Recommended for you

Desktop scanners can be hijacked to perpetrate cyberattacks

March 28, 2017

A typical office scanner can be infiltrated and a company's network compromised using different light sources, according to a new paper by researchers from Ben-Gurion University of the Negev and the Weizmann Institute of ...

Self-driving car crash comes amid debate about regulations

March 28, 2017

A crash that caused an Uber self-driving SUV to flip onto its side in a Phoenix suburb serves as a stark reminder of the challenges surrounding autonomous vehicles in Arizona, a state that has gone all-in to entice the company ...

Renewable energy has robust future in much of Africa: study

March 27, 2017

As Africa gears up for a tripling of electricity demand by 2030, a new Berkeley study maps out a viable strategy for developing wind and solar power while simultaneously reducing the continent's reliance on fossil fuels and ...

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.