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The event is scheduled to take place on September 10 and will take place at the Steve Jobs Theater at its headquarters in Cupertino, California.
As usual, the invitation did not provide a better understanding of what Apple (AAPL) will actually discuss during the event. The illustration featured a modern version of the company's first official logo with the apple divided into floating rainbow pieces. The slogan of the invitation: "By innovation only."
For Apple, the stakes of its iPhone event are still high. More than any other product, the iPhone has allowed Apple to become the most valuable company in the world and remains its main source of revenue. However, over the last few quarters, iPhone sales have seen double-digit declines in revenue as customers retain their smartphone longer and the company is facing a slowdown in China in the context of commercial war in progress.
Among other announcements, Apple plans to launch three new iPhones, including two "Pro" models to replace the iPhone XS and the iPhone XS Max. Pro models are said to offer new enhanced functionality and video recording features.
Apple could also give the latest details and prices of its streaming TV service, Apple TV +.
The company held a press event in early September to announce new iPhones in each of the past seven years. But one thing might be different this time around: Jony Ive, Apple's longtime design guru, might no longer play a key role during the event. In June, Apple announced that Ive would leave the company after 30 years.
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