Apple prepares to launch iPhone 14 amid challenging economic climate

Apple should debut the iPhone 14, next Wednesday (7), at the company’s annual event.

The conference, dubbed “far out”, will take place at Apple’s headquarters in Cupertino, California, and will be broadcast live on Apple’s website and social media channels at 2 pm (Brasilia time).

This year’s invite featured a night sky with a constellation of stars forming the Apple logo, leading some to speculate that there will be major camera upgrades on iPhones to allow for better nighttime or long-distance photos.

But, in typical Apple fashion, the tech giant was sparse on details to create excitement and urge customers to tune in for the big day.

the star of the show

As it has done every year for about a decade, Apple is expected to reveal its latest iPhone at its September keynote.

Rumor has it that it will debut a 6.7-inch phone that is not a Pro model, meaning it will have the larger screen size but without the higher price tag.

The rumor also suggests that Apple may ditch its smaller, cheaper iPhone in the 14th line so they don’t compete with iPhone SE sales. Predictions point to the latest Pro model being a little thinner and lacking the notch around the front camera system.

Apple watchers are also excited about a possible major camera quality upgrade with the iPhone 14 – possibly one that can record 8K video. If it does, it could be among the biggest changes to the iPhone’s camera quality to date.

How Apple will price the iPhone 14, however, is becoming a test case as broader economic conditions for both the tech sector and consumers have entered rough waters.

A handful of analysts have already predicted small price increases for the latest iPhone model. “My expectation is that Apple will likely have to raise prices,” said Ben Wood, chief analyst at market research firm CCS Insight.

The regular, non-mini iPhone 13 currently starts at $799; the iPhone 13 Pro at $999 and the iPhone 13 Pro Max at $1,099. Some analysts are predicting a $100 price increase on at least the high-end Pro and Pro Max models.

But given the strain consumers are facing, he thinks Apple will also do “everything it can to make this as little as possible.” This can mean offering attractive exchange bonuses, installment payment plans and other offers.

Despite rising inflation and other economic headwinds, Cook said in the company’s latest earnings call that “there is still no obvious evidence” of a macroeconomic impact on iPhone sales.

That doesn’t mean the tech giant is immune to a worsening economic climate. It reported a nearly 11% decline in profits during the three months ending in June, compared with the same period last year.

This event also comes amid supply chain hiccups linked to China’s Covid-zero policy.

Lastly, there were rumors that Apple could remove the Lightning port from the iPhone on new models and opt for a design with wireless MagSafe charging, plus some US models might launch without a physical SIM card, as the Apple moves towards an eSIM-only design.

Apple Watches, iOS 16 release date and more

New Apple Watch models are expected to be revealed on Wednesday, including a more upscale offering.

An official release date for iOS 16, the latest update, which will allow users to customize their iPhone lock screens (like Android) and features a revamped iMessage, is also to be announced.

what not to expect

With the new iPhone expected to take center stage, many analysts don’t expect Apple to launch new iPads or Mac computers until October. Of course, rumor can always be wrong about these things. Apple is also unlikely to debut its new headset on Wednesday.

Despite rival Samsung’s love affair with foldable devices, Apple is yet to unveil such an iPhone this fall.