Apple (NASDAQ:AAPL) is holding its annual product event today where the company is expected to introduce new iPhones and updates to its AirPods and Apple Watch.
Apple’s hype-filled product launches are a signature of the company. They garner worldwide media attention, millions of online viewers, and set the stage for a holiday season marketing blitz when Apple’s sales are at their highest for the year.
All of Apple’s product segments have seen surging sales this year as people work from home. Last quarter, iPhone revenue was up 50% year-over-year, while Mac and iPad revenues were up 16% and 12%.
Apple’s "other products" business, which includes devices such as watches and AirPods, was up 40% on an annualized basis. Apple can keep the momentum going with a fresh slate of new products ahead of this year’s holiday shopping season.
Last year, Apple revealed its new watches in September and then followed with an October iPhone 12 event. The iPhone 12 introduced an all-new design and 5G internet capability.
New iPads and MacBooks Pro laptops are due for an update this autumn. It’s unclear whether Apple will pack all of its fall launches into one release event today (September 14) or if it will spread them out over several events in coming months.
At the same time, Apple has said it patched a security flaw in its "Messages" app after security researchers determined that Israel-based NSO Group used it to infect the latest devices with spyware.
Apple said it is patching the bug on the iPhone, iPad, Mac and Apple Watch via software updates. The Silicon Valley giant is expected to announce the release date for iOS 15 today, Apple’s next major software update, which will contain additional security protections.
