Apple is keen to take away the three new models of iPhone today, including its largest and most expensive smartphone so far.
The company plans to hold its annual hardware media event on its spacecraft, such as the Apple Park headquarters in Cupertino, California tonight.
The presentation, which will take place inside the Steve Jobs theater, which bears the name of the deceased co-founder of the one trillion dollar company, will begin at 10 a.m. PDT (1 p.m. EST, 6 p.m. BST).
Most of the rumor about the next event centers on a rumored successor of the iPhone X that presumably will have a gigantic 6.5-inch OLED screen, 5.8 inches in the existing iPhone X.
If speculated, the even bigger iPhone would represent Apple's attempt to feed customers' appetites for increasingly large screens as they rely on smartphones to replace many of the traditional tasks performed on a laptop or tablet.
A leak detected in a hidden file on the firm's website today seems to confirm the official names of the new phones: the iPhone XS, XS Max and XR.
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iPhone X (in the image above) was a dramatically redesigned model, announced last September, that released the start button and introduced facial recognition to unlock the device.
The three new smartphones revealed by Apple are expected to have a design similar to the iPhone X, which was presented during a media event last September.
The iPhone X was the first phone with the Apple brand that eliminated the circular start button and relied on facial recognition technology to unlock the device.
It was the first mass market smartphone to demand an initial price of $ 1,000 (£ 999).
The success of the iPhone X has allowed Apple to raise the bet with an updated and larger model of the phone, whose price is expected to be presented today.
Apple is also expected to release an updated iPhone X with minor updates, which include a faster processor and better cameras, as well as a third version made of cheaper materials and that has a 6.1-inch LCD screen.
Still, the entry-level iPhone 2018 is expected to sell for $ 650 to $ 750 (£ 500 to £ 600), analysts said. It is also expected that the cheapest phone loses the start button. Price cuts for older models, with the start button, are also likely.
The iPhone XS: the two premium devices have OLED displays of 6.1 and 6.5 inches, it is believed. 9to5Mac says that their images "are not a model"
The names of the phones that are rumored – the iPhone XS, XS Max and XR – can be found in a hidden file that maps the contents of the Apple site.
The suffix & # 39; S & # 39; is something that Apple has used in previous years to denote a phone with the same industrial design as its predecessor, but with updates focused on performance within the phone.
The iPhone XS Max will have a larger 6.5-inch screen. All new iPhones will include the new A12 Bionic and iOS 12 chip.
The filtered images that claim to show the final design of the device seem to show a new golden finish for the updated smartphone range.
"Apple does not have to prove anything, other than that they are willing to further segment the market," said Technalysis Research chief analyst Bob O'Donnell, noting that the company is likely to "offer a broader range of options. " & # 39;
According to the latest rumors, the two OLED models will reach stores on September 21, 2018, while the most economical LCD screen phone could be delayed until October.
Apple is also expected to eliminate the new Apple Watch watches.
The new portable series, supposedly called the "Series 4", is expected to include a 15 percent larger screen, a larger battery, an official sleep tracking application and EKG technology (ECG or electrocardiograms). .
EKG technology can provide much more detailed information than the heart rate monitor used in the current generation of Apple Watch 3, since it uses electricity currents to determine the behavior of the user's heart.
It is expected that the new models have the same two sizes as the previous versions, 38 mm and 42 mm, and will be offered in two different types, GPS and GPS + cellular.
Apple Watch Series 4 is expected to be compatible with the same belts as the previous generation of the smart watch.
It is not clear if the price will increase with the new model.
Following the launch of a more affordable iPad designed for students and teachers in March, experts believe that Apple will focus on the iPad Pro during its today's event.
The latest rumors suggest that the updated iPad Pro will have an edge-to-edge screen without increasing the overall physical footprint of the product.
Beta software published for developers includes a series of references to the FaceID facial recognition system that replaces the start button in the new iPad Pro line.
According to analysts, the iPad Pro will ship in two sizes, the 10.5 inches starting at $ 649 (£ 619) and the 12.9 inches at $ 799 (£ 769), with increased storage capacity and cellular connectivity that will boost the Price up to $ 1,279 (£ 1,249).
For AirPods, Apple is inclined to launch two models this year: one would be a revamped version of its current model of $ 159 (£ 159), while the other would be a slightly more expensive iteration.
The most expensive model is expected to have noise cancellation technology, as well as water resistance.
However, the water resistance feature would not allow users to swim while using AirPods, but would rather equip them to better handle rainwater and perspiration, sources who spoke to Bloomberg revealed.
Apple Watch (in the photo being discussed on stage during the WWDC developer conference earlier this year) is expected to see a redesigned design with a larger edge-to-edge screen
Apple is also working to increase the distance that AirPods work away from devices like the iPhone or the iPad.
Meanwhile, the improved version of its $ 159 (£ 159) model is expected to present a new Apple chip that allows for better use of Siri, such as the activation of the hands-free voice assistant.
Both products could be launched as early as the end of this year, Bloomberg said.
Apple is also working on a wireless charging case for the AirPod that would be compatible with its AirPower charging mat, which has not yet been launched.
Apple has not publicly discussed AirPower since it was first announced during the iPhone X launch event in September 2017.
At the time, Apple said it expected the device to be available for purchase in 2018, but did not say when specifically.
In a rare move for Apple, he suggested that users buy Mophie and Belkin cargo centers, instead of selling their own cargo accessories.
Apple expected to have AirPower ready for June, but now aims to have the device available in the fall.
The firm has had trouble making the charging platform because it is supposed to load three different products at once: an iPhone, an Apple Watch and its wireless AirPods, said Bloomberg.
The engineers have also been working to make sure the product does not overheat.
They have also been trying to sort out the challenges associated with the complex AirPower circuits, which they hope will allow the user to charge a device no matter where they place a device on the platform, according to Bloomberg.
To load multiple devices at the same time, the mat must be equipped with several load components, each of which has different sizes and overlapped through the mat, a task that has proved difficult.
Apple has also been working to resolve several errors associated with the AirPower firmware, Bloomberg reported.
The device is based on the Qi charging standard, but has also been customized with an Apple-made chip that runs a reduced version of iOS to better control power management and pairing with other devices.
Almost a year has passed since AirPower was announced for the first time and, without seeing the device yet, many point out that it highlights the growing challenges of Apple's supply chain.
Apple faced similar problems with the HomePod smart speaker, which was launched earlier this year, about six months after the device was first announced.
The official invitation to the event (pictured above) that confirms the event will take place on September 12 at the Steve Jobs Theater at the headquarters of the & # 39; spaceship & # 39; of Apple in Cupertino.
Samsung, the world's largest smartphone maker, introduced its latest flagship phone, the Galaxy Note 9, last month, and next month rival Google will hold an event in which it is likely to showcase new high-end Pixel phones with technology. Android
Google decided to create its own smart phones to showcase the capabilities of the Android operating system that it offers free of charge to device manufacturers.
Since the smartphone market shows little room for growth, Apple has been working to diversify its revenue streams with software, services and other devices, including its smart watch.
The event can see the Apple Watch getting its first significant redesign since its launch three years ago.
"I think in the long run the watch will be a much bigger business than people give it credit, where Apple can iterate and grow," said analyst Stephen Baker of NPD.
Apple CEO Tim Cook has touted the health and fitness features of the company's smart watch, which dominates that market.
The company that changed its culture behind the iPod, iPhone and iPad reached a historic milestone last month, becoming the first private sector company to exceed the market value of $ 1 billion.
The milestone was the last victory of Tim Cook, who faced skepticism when he took over as CEO in 2011 from Jobs just before his death.
EL TRILLON DOLLAR RISE BY APPLE
The company's journey to the top of the technology industry has been difficult, after seeing Jobs (pictured in 1976) leaving the firm in the mid-1980s after his favorite project, the first computer Macintosh, had problems and tried to eject it. executive director John Sculley. Wozniak is represented on the left
1976: The founders Steve Jobs, Steve Wozniak and Ronald Wayne created the company on April 1, 1976 while they were selling computer kits to fans, each of which was built by Wozniak.
The first product was Apple I.
1977: Apple launched the Apple II in June, which was the first PC made for the mass market.
1981: Jobs became president.
1984: The Macintosh was introduced during a commercial break for the Super Bowl and later officially unveiled during a launch event. It was discontinued a year later and Jobs left the company.
1987: Apple released Macintosh II, the first Mac to color.
1997: Apple announces it will acquire NeXT software in a $ 400 million deal involving Jobs who returns to Apple as interim CEO. He officially took the role in 2000.
2001: Apple introduced iTunes, OS X and the first generation iPod.
The first iPod MP3 music player was released on October 23, 2001, at an event in Cupertino and was able to contain up to 1,000 songs.
Steve Jobs presents the new Apple Computer Corporation Macintosh on February 6, 1984 in California.
The then Executive Director of Apple, Steve Jobs, with the iPhone
2007: Apple reveals the iPhone.
2010: The first iPad became known.
2011: Jobs resigned in 2011 due to illness and gave the title of CEO to Tim Cook. Job died in October of pancreatic cancer.
2014: Apple revealed the Apple Watch. He also unveiled his first bigger iPhones: the 6 and 6 Plus.
2015: After buying Beats from Dr Dre, Apple launched Apple Music to compete with Spotify and other music streaming services.
Apple CEO Steve Jobs speaks at an Apple event at Apple's headquarters in Cupertino, California.
2016: Apple returned to its roots and announced the 4-inch iPhone SE. Meanwhile, the company is embroiled in a legal battle with the FBI, which involves the agency demanding access to the locked phone used by Syed Farook, who was killed in a gun battle after carrying out a deadly attack in December in San Bernardino, California. with his wife. The court order was withdrawn on March 28 after the FBI said a third party was able to unlock the device.
2017: Apple introduces the iPhone X, which removes the start button to make way for a futuristic edge-to-edge screen design and a new FaceID system that uses advanced sensors and lasers to unlock phones with only the owner's face.
2018: At first for the company, Apple introduced new features in its latest operating system, iOS 12, which encourages users to manage and spend less time on their devices. The move was generated by a very strong letter from shareholders who urged the company to address the growing problem of smart phone addiction among children and adolescents.