Tim Cook dinner posts a photograph of a dawn over Apple headquarters
Apple CEO Tim Cook dinner at all times posts a photograph from Apple Park, in Cupertino California, on launch days.
— Kif Leswing
Cupertino headquarters preps forward of launch occasion
Apple campus forward of the iPhone 17 launch.
Steve Kovach | CNBC
It is darkish and a cool 67 levels at Apple’s Cupertino headquarters forward of the iPhone maker’s “Awe dropping” launch occasion.
CNBC’s Steve Kovach reviews that employees are establishing breakfast earlier than the crowds arrive. The campus will quickly be packed for the anticipated announcement of recent iPhones and Apple Watches.
— Chris Eudaily
Peter Andersen says the iPhone occasion is ‘ignoring the elephant’ of Siri and AI
Andersen Capital Administration founder Peter Andersen stated he was upset within the iPhone maker’s lack of consideration to software program and synthetic intelligence forward of the launch occasion.
Andersen instructed CNBC’s “Energy Lunch” that the concentrate on {hardware} was “type of a head pretend and ignoring the elephant within the room, frankly, which is: The place is Siri?”
“As AI continues to develop, they’re clearly standing within the background. So they’ll try to focus the very fact of recent penetration and that the {hardware} provides new improvements, however in the long term, I do actually suppose they need to concentrate on the software program improvement,” he stated.
Learn extra on CNBC PRO.
— Chris Eudaily
Apple’s new iPhone software program is the largest visible change in over a decade
Apple iOS 26 redesign
Supply: Apple
Even when iPhone customers aren’t planning to purchase one of many new gadgets the corporate proclaims on Tuesday, they need to anticipate their telephones to get a drastically totally different look later this week.
That is as a result of Apple will doubtless roll out its iOS 26 working system after its iPhone occasion, and that software program replace will embody probably the most drastic visible change to the iPhone’s interface in a decade.
Revealed in June, Apple has created a brand new visible language that it calls Liquid Glass. The brand new look replaces previously opaque static buttons all through the iPhone’s working system with clear graphics designed by Apple to have detailed, liquid-like animations.
Up to now, Liquid Glass has had blended opinions from early adopters who’ve tried it out in beta variations, however when Apple releases the brand new software program this month, tens of millions of individuals will expertise it for the primary time. Apple is hoping that they’ll discover it “pleasant.” — Kif Leswing
How a lot will the brand new iPhones value?
The Apple brand, taken on the Apple Retailer on fifth Avenue in Manhattan.
Sven Hoppe | Image Alliance | Getty Pictures
The largest query Apple traders and prospects have about this yr’s iPhones is how a lot they’ll value.
Shopper merchandise, together with attire, footwear, espresso and sport consoles, are seeing value will increase pushed by tariff prices. Some Wall Avenue analysts are relying on Apple to observe.
Most analysts anticipate Apple to boost costs on a few of its fashions because it grapples with the Trump administration’s tariffs. The corporate stated in July that tariffs might value it over $1 billion this quarter.
But when Apple does increase costs on its telephones, do not anticipate the corporate responsible the change on tariffs. Extra doubtless, Apple will spotlight the telephones’ new expertise, in addition to their chips.
“Nobody’s going to return out and say it is associated to tariffs,” stated IDC analyst Nabila Popal.
It is also attainable that Apple would possibly remove the entry-level model of a few of its telephones, forcing customers to get extra storage at larger beginning costs. Apple sometimes prices $100 extra to double the quantity of the iPhone’s storage from 128GB to 256GB.
One risk, JPMorgan analysts have stated, is that Apple might remove the 128GB model of the iPhone Professional, which presently prices $999 for the iPhone 16, which means shoppers must pay $1,099 for an iPhone 17 Professional that has extra starting-level storage than its predecessor. — Kif Leswing
Apple’s fourth cellphone conundrum
Apple has launched 4 new telephones at its September occasions since 2020. However not all 4 iPhone fashions are equally fashionable.
Yearly, certainly one of Apple’s fashions tends to lag its siblings by way of gross sales, based on analysts. This yr, it has been Apple’s tweener mannequin, the iPhone 16 Plus, which prices $899. That is larger than entry-level fashions with smaller screens however lower than Apple’s Professional fashions that function higher-quality screens and quicker chips.
Earlier than the Plus lagged, Apple supplied a “Mini” cellphone with a smaller display at its lowest entry-level value. That Mini mannequin additionally failed to supply sturdy gross sales.
This yr, analysts have stated they anticipate Apple will combine up its lineup but once more, changing the “Plus” with a slim mannequin that could possibly be referred to as the “Air,” like Apple’s skinny laptops and iPads.
The thought behind the slim mannequin is that customers will quit some battery life and options, equivalent to a number of digital camera lenses, for a extra light-weight iPhone. Apple’s anticipated entry into the market comes after rival Samsung launched an identical system referred to as the Galaxy S25 Edge earlier this yr.
“Whereas we acknowledge {that a} thinner system would introduce a comparatively new type issue for the iPhone, we predict that it’ll have a muted influence on client buying selections,” UBS analysts wrote in a Sunday word. — Kif Leswing
