Apple sends invites for September 12 event, new iPhone 15 series expected

The annual event is where Apple typically introduces new hardware products, especially newer iPhones as well as Apple Watch models. The big event, as always, will focus on newer iPhones, with four new models expected this year including two standard iPhone 15 models and two high-end iPhone 15 Pro variants.

The most interesting of them would be the iPhone 15 Pro Max model, which is getting the company’s first 10x optical zoom camera and an all-new titanium casing with a rounder-edged design. It is also speculated that the iPhone 15 Pro Max could be rebranded to iPhone 15 Ultra, though it remains to be seen whether Apple is getting rid of the Max branding altogether, or if it plans to create a new tier like it did with the Apple Watch Ultra.

The iPhone 15 Pro Max will be getting the maximum number of updates among newer models. (Image credit: Technizo Concept)

Apple is also expected to introduce some major design changes with the iPhone 15, including the addition of USB-C. Other changes include the introduction of the Action button on the high-end iPhone models that could replace the Ring/Silent switch on the side of the iPhone.

Apple introduced the Action Button on the Apple Watch Ultra. It’s a physical button on the side of the Apple Watch Ultra that allows you to run a preselected function or program when you press it.

Interestingly, the iPhone 15 series is expected to be Apple’s most expensive iPhone range ever. Based on reports, both iPhone 15 and iPhone 15 Pro Max could cost more than their predecessors.

Cupertino will probably use the event to talk more about the Apple Watch launching this year. This year, however, we may see a more modest update to the Watch lineup. Apple is expected to release two Series 9 models alongside a second-generation Apple Watch Ultra. Other Apple products, like a new iMAC all-in-one desktop, might debut later in the fall.

The iPhone event presentation is typically led by Apple CEO Tim Cook and other executives. The company’s new product line is likely to set the stage for an aggressive push to expand the Apple ecosystem during the holidays, Cupertino’s most important financial quarter of the year, when sales are typically the highest. The iPhone, of course, is the hottest in-demand product as it is a getaway to other Apple products. Countries like India and China will play a key role in the success of the iPhone 15 series, where Apple has been aggressively building a sizable fan base of young, aspirational users who are ready to pay a premium for its iPhones.

Apple has had a busy year with the announcement of the Vision Pro mixed-reality headset earlier in June. It will start at $3,499 and launch early next year, starting in the US market with more countries coming later in the year.