Apple
to show off new iPhones, Apple TV on Wednesday
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[September 09, 2015]
By Julia Love
SAN FRANCISCO (Reuters) - With its highly
profitable iPhone due for an upgrade, Apple is expected to unveil a pair
of new handsets at an event in San Francisco on Wednesday, analysts say,
in addition to showing off a larger iPad and an updated Apple TV.
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When Apple executives take the stage at the Bill Graham Civic
Auditorium, investors will be scrutinizing their plans for the next
generation of the iPhone, which drove nearly two-thirds of the
company's $49.6 billion in revenue in the most recent quarter.
Apple is widely expected to keep the size of the phones the same but
upgrade it with an improved camera and Force Touch, a display
technology that responds differently depending on how hard users
press their screens.
A year after Apple rolled out iPhones with larger screens, touching
off a frenzy of sales that saw revenue in the most recent quarter
increase 32.5 percent from the same quarter a year ago, the latest
upgrades may leave some investors and consumers underwhelmed.
"It's getting harder and harder for Apple to compete against
itself," said analyst Bob O'Donnell of TECHnalysis Research. Apple
shares closed at $112.31 on Tuesday and are up 14 percent over the
last year, although they are down nearly 12 percent in the last
three months.
Fortunately for Apple, most consumers buy smartphones under a
two-year upgrade cycle, meaning the company will still likely scoop
up a lot of sales, said analyst Patrick Moorhead of Moor Insights &
Strategy.
"The key point of reference is not how the new phone compares to the
iPhone 6, it's how it compares to the iPhone 5s," he said.
Another likely focus of the event is Apple TV, a set-top box that
has seen few significant updates since its release in 2007. Although
Apple has yet to hammer out deals for a long-awaited television
service, analysts say the company is poised to overhaul the
hockey-puck-sized device.
Expected updates include an App Store and a new user interface that
allows users to make requests through the Siri digital assistant and
search for specific programs and movies across apps. The company may
also discuss the device's role as a hub for gaming.
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Nearly 20 percent of U.S. broadband households own at least one
streaming media player, and Apple has a long way to go in the
market, according to data from research firm Parks Associates.
Roku is the leader in streaming media boxes, accounting for 34
percent of all streaming devices sold in the United States in 2014,
according to data from research firm Parks Associates. Google Inc's
<GOOGL.O> Chromecast and Amazon.com Inc's <AMZN.O> Fire TV were
next. The Apple TV box came in fourth.
"It's important that (Apple) come out and really get up to date and
potentially eclipse some of the other living room devices out
there," Moorhead said.
Apple is also expected to pay some attention to its iPad line,
rolling out a larger tablet. Amid slumping sales, Apple has tried to
push the iPad into the enterprise market, and a gadget with a bigger
screen may appeal to some professionals seeking to swap out their
laptops for tablets, analysts say.
But any boost from the enterprise will probably not be enough to
offset consumers' waning interest in the device, O’Donnell said.
"It's not going to change the arc of the iPad," he said.
(Additional reporting by Lisa Richwine,; Editing by Stephen R.
Trousdale and Ken Wills)
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