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Apple's September annual meeting, scheduled for September, is expected to feature a variety of new materials, many of which could answer unanswered questions about how the company plans to increase sales.
The kickoff is scheduled at 1 pm ET, the special event hosted on Apple's Steve Jobs campus on its Cupertino, Calif.-based campus could present a veritable panoply of products for fans from Apple: three new iPhones, a new iPad Pro, new laptops and new Apple watches.
Apple, which under co-founder Steve Jobs, helped launch product launches in the rock-tech industry equivalent of rock music, is rising very high. The company recently became the first US public company to reach a market value of $ 1 trillion and remains at the top of the Forbes list of the most valuable brands.
Apple still faces some questions: how can it continue to make profit despite the global slowdown in smartphone sales? How can he manage the economic policies of the Trump administration? And how will he deal with growing skepticism about the role of technology in people's daily lives?
Apple will broadcast the event on its website, accessible in most web browsers, as well as on Twitter.
Apple juice
Many companies would like to have the problem of Apple – it has been so successful that it is difficult for the company to grow. Apple regularly publishes record quarters, including $ 53.3 billion in revenue in the last quarter.
But businesses should grow. Gene Munster, a former Apple analyst at Loup Ventures, said he expects Apple to launch smartphones with larger screens to boost demand.
These smartphones, he says, would also be more expensive, helping Apple to make more money.
"They add more things to the top of the product line, so what they're trying to do is increase the average selling price," said Munster. "And I think they're going to accomplish that with this range."
Munster also said that wearables were an area in which Apple could develop, especially with Apple Watch and AirPods.
The Trump effect
The main changes in US trade policy are one of the few serious threats to Apple's business.
But with President Donald Trump claiming more tariffs on Chinese products, Apple is facing legitimate questions about whether it will have to raise prices for some of its products – and if that could divert some consumers .
Trump seems to know that the new rates could be a problem for Apple, pushing the company in a recent tweet to transfer its manufacturing in the United States.
The move of the iPhone assembly from China to the United States would increase Apple's labor costs, which would put the company under pressure to increase prices on consumers. The iPhone accounts for nearly 70% of Apple's total business figure. The Trump administration had previously promised not to apply tariffs on the iPhone, the New York Times reported in June.
Apple CEO Tim Cook warned that tariffs can have "unintended consequences".
Tech under pressure
The technology industry is under increasing scrutiny for various issues, including dependence on their products, questionable privacy practices and the dissemination of misinformation. .
The growing skepticism of US politicians has resulted in various congressional hearings, some of which feature top executives from Facebook and Twitter. Cybersecurity issues remain at the forefront with the 2018 midterm elections in less than two months.
Apple remained relatively unscathed, and Cook showed his willingness to point out that it was not companies like Facebook and Google, who are making money from consumer data. .
Cook should make the presentation Wednesday. It may choose to focus on Apple's products, but the technology sector will listen carefully to Cook's comments on Trump or the difficulties of the technology industry.
Jasmin Boyce contributed to the report.
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