Apple wants to market the iPhone 15 as early as September – Continued high AI investments

Apple wants to market the iPhone 15 as early as September – Continued high AI investments

San Francisco, 8/8/2023

Apple is gearing up to release the iPhone 15 on or around September 22 after the launch is expected to take place on September 12 or 13, according to Bloomberg. The upcoming phone is rumored to feature various improvements including thinner bezels, a faster processor, an updated camera and USB-C charging.

Carrier partners allegedly blocked their employees‘ time off on September 13, in line with the schedule. In addition to the iPhone 15 lineup, Apple could unveil updates to the Apple Watch Series 9, Apple Watch Ultra 2, and iOS 17. The September launch tradition aligns with Apple’s strategy of maximizing sales before the end of the fiscal quarter.

Timing will ensure that the new iPhone will be available starting October 1st during Apple’s crucial holiday sales quarter. Recent weak iPhone sales have raised concerns among investors. For the most recent fiscal third quarter, iPhone sales declined 2% year over year to $39.67 billion, and the company expects similar sales in the fourth quarter.

In his recent earnings announcement, Cook emphasized that AI is critical to Apple’s future. Apple plans further investments in AI technologies. According to the latest earnings report, the company has spent $22.6 billion on research and development so far in fiscal 2023, up $3.12 billion year-on-year.