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What to expect at today’s Apple event: iPhone 15, new Apple Watch, and more

apple iPhone 15 event

Apple has officially set a date for its annual iPhone special event. This year, the festivities commence on September 12 and the iPhone 15 is expected to be the star of the show. Head below as we round up all of the announcements we expect at the Apple event, including new software and hardware.

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‘iPhone 15 Ultra’ not happening this year as Apple sticks with ‘Pro Max’ naming: Report

While there’d been speculation that this year’s high-end iPhone could be called “iPhone 15 Ultra,” it turns out that might not be the case. In a new report detailing what to expect at next week’s “Wonderlust” event, Bloomberg says Apple is planning to stick with the “Pro Max” branding this year for the iPhone 15 Pro Max.

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iPhone 15 Pro Max sales will account for 40% of this year’s purchases, predicts TrendForce

iPhone 15 Pro Max sales | Close-up of camera lens on last year's model

iPhone 15 Pro Max sales will account for 40% of all purchases of this year’s models, according to a prediction by market intelligence company TrendForce.

It says that the periscope lens unique to the top-tier model will be enough to drive consumer demand, despite a potential $100 price increase over last year’s Pro Max …

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iPhone 15 buyers will be reminded that their Lightning cables are now landfill

iPhone 15 buyers | Old iPhones with USB-A to Lightning cable

Leaker yeux1122 says that Apple Store staff have been told to make sure iPhone 15 buyers know about the change from Lightning port to a USB-C one, when they make their purchase.

Staff will advise them that the box includes a USB-C to USB-C cable, but not a charging brick, so they may need to buy one …

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iPhone 15 ultrawide-band chip will improve location accuracy; periscope lens around 6x zoom; more

iPhone 15 ultrawide-band chip will be more accurate

The iPhone 15 ultrawide-band chip will reportedly be a new U2 version – the first time the location-finding chip has been updated since the U1 first seen in the iPhone 11 Pro.

The report says that this further improves on the already impressive location-finding abilities of the first-gen chip …

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Unpopular opinion: iPhone colors don’t matter to most people

iPhone colors don’t matter | Montage of expected iPhone 15 Pro colors

We’re less than a fortnight away from the September Apple event, and by this point we’re reasonably sure we know which iPhone colors to expect in this year’s line-up.

Many of you have already reached at least a tentative decision for the Pro models, based on our renders, with Dark Blue the most popular choice. But does it really matter much … ?

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Smartphone market worsening, but iPhone market share set for all-time high – IDC

Smartphone market worsening | iPhone 15 Pro render in black

Market intelligence company IDC says that the global smartphone market is worsening, and that the decline in shipments this year will be even lower than previously expected.

However, it says that Apple will buck the trend in a dramatic fashion, predicting that iPhone market share will reach an all-time high this year …

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Apple officially announces iPhone 15 event: ‘Wonderlust.’

Apple Wonderlust event

Apple has officially announced its next product event where it will announce the new iPhone 15 lineup alongside Apple Watch Series 9 and Apple Watch Ultra 2. The event will take place on September 12. The tagline for the event reads “Wonderlust.” and features the rumored colors of the titanium iPhone 15 Pro lineup.

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Poll: Which rumored iPhone 15 Pro color would you choose?

iPhone 15 Pro colors

Over the last few days, we’ve heard a lot of rumors when it comes to the colors of the iPhone 15 Pro. Since Apple is replacing the stainless steel frame with a new one made of titanium, the company is also expected to introduce new colors to match the material. Based on these rumors, we want to know which of the rumored colors you would choose.

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iPhone 15 production cut by 11 million units over supply snags – analyst

iPhone 15 USB-C port Thunderbolt

There’s a ritual around every new iPhone release, and we’re crossing one of the final steps before launch.

First, analysts predict how many tens of millions of new models will be produced. Some time passes, then last minute reports of production issues arise. Finally, just before the new iPhones are announced, analysts cut their iPhone production predictions due to supply constraints.

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iPhone 15 cable rumors highlight a mess Apple ought to solve

iPhone 15 cable mess should be avoided | Mac cable shown

This week has seen three iPhone 15 cable rumors, which serve to underline the mess around USB-C cables in general. While that’s not a mess of Apple’s making, it is one the company could and should solve for its own customers.

The first of the three rumors appeared to be good news. It suggested that the charging cable included in the iPhone 15 box might be longer than usual and perhaps also more durable…

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