This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.
At Apple's event on Wednesday, Sept. 9, the company is expected to show off a faster iPhone 6s, a retooled Apple TV, and a bigger iPad built for professionals.
iPhone 6s: 9 Features On Our Wishlist
(Click image for larger view and slideshow.)
At long last, the day is finally here. After months of speculation, rumors, leaked photos, and dropped hints from unnamed sources and people familiar with the matter, Apple is finally ready to unveil its latest slew of products, including what most believe is the iPhone 6s, and the new Apple TV.
Apple's Sept. 9 event is expected to be watched by a physical audience of thousands and a much larger crowd tuning in from around the world.
While we're unlikely to see the debut of Apple's widely rumored self-driving car, CEO Tim Cook and a number Apple executives are sure to put on quite a show, complete with the signature corporate panache, slick presentations, and untucked shirts that have all become hallmarks of the events over the years.
With the countdown clock edging ever closer to zero hour -- or 10 a.m. PT, in this case -- here's a list of five things we can safely surmise will happen today.
The iPhone 6s Will Be the Main Focus
Sure, there will be attention given to numerous other products, services, and the company's sales performance, but the main event will most certainly be the unveiling of the latest iteration of Apple's iPhone, which will likely be called the iPhone 6s (and the iPhone 6s Plus). The main feature everyone is expecting is Force Touch technology, which is already incorporated into the Apple Watch and the latest MacBook. Also expected are an improved camera and a faster A9 processor.
Apple Will Throw a Bigger Bash Than Usual
The critical consensus is that this is Apple's most important media event ever, and the company seems aware of that, judging from the venue it chose to host the event. The Bill Graham Civic Auditorium in San Francisco seats 7,000, by far the largest audience Apple has hosted. In addition to the physical bodies in seats, Apple will also be broadcasting to a worldwide audience likely to be frustrated by feed delays and buffering streams -- another hallmark of Apple live events.
Apple TV: Major Upgrade and Gamer Focus
The company may not have yet cracked the code on developing the ultimate television. For that matter, Apple still hasn't been able to successfully negotiate with networks and content providers on streaming TV. Still, Apple will probably pitch the upgraded set-top box as a major advancement and draw attention to its gaming capabilities. You can also expect integration with Siri, the digital concierge found on the company's mobile devices, as well as a redesigned remote control.
The iPad Pro Makes Its Debut
Everyone, including Apple, knows the tablet market is slowing, and while some competitors are going smaller and cheaper, expect Apple to go in the opposite direction today with the unveiling of the iPad Pro, a 12-inch tablet behemoth that will likely feature specialized software, apps that allow for smooth multitasking, and perhaps even a stylus. Aimed at professional mobile users, it has something else you can expect to be bigger -- the price.
Whatever Apple Does, It Won't Please Everyone
Expectations for the company have been raised so high in the last half decade that no matter what Apple eventually raises the curtain on today, there will be a smattering of analysts and Web commentators who feel like the tech giant has let them down. At this point, the company would pretty much have to re-invent the wheel, which it may do at some point down the road, if the secretive Project Titan is all it's cracked up to be.
Nathan Eddy is a freelance writer for InformationWeek. He has written for Popular Mechanics, Sales & Marketing Management Magazine, FierceMarkets, and CRN, among others. In 2012 he made his first documentary film, The Absent Column. He currently lives in Berlin. View Full Bio
We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
IT Careers: Tech Drives Constant ChangeAdvances in information technology and management concepts mean that IT professionals must update their skill sets, even their career goals on an almost yearly basis. In this IT Trend Report, experts share advice on how IT pros can keep up with this every-changing job market. Read it today!