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Apple Inc is aiming to hold a launch event on Sept 7 to unveil the iPhone 14 line, according to people with knowledge of the matter, rolling out the latest version of a product that generates more than half its sales.

The new iPhones will kick off a busy fall product season, which will also include multiple new Macs, low-end and high-end iPads, and three Apple Watch models.

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Apple is updating its flagship product at a precarious time for the industry. Smartphone sales have begun to flag as consumers cope with inflation and a shaky economy. But Apple appears to be faring better than its peers: The iPhone sold well last quarter, and the company has signalled to suppliers that it doesn’t foresee a dropoff in demand.

The Cupertino, California-based tech giant typically announces other products alongside the iPhone, including the latest Apple Watches. The company usually releases the new iPhone in stores about a week and a half after it’s unveiled, and Apple is expected to stick to that pattern this year. Some retail store employees have been told to prepare for a major new product release on Sept 16.

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Apple gained almost 1% to US$174.54 (RM780.54) in New York trading. The stock remains down 2% this year, though it’s climbed back from a much deeper rout in recent months.

The company intends to stream the event online – rather than holding an in-person gathering – continuing an approach it adopted at the start of the pandemic. Apple launches are highly polished affairs, and employees have already begun recording the presentation’s segments over the past few weeks, Bloomberg News has reported.

An Apple spokeswoman declined to comment on the event’s timing. Given that the announcement is still about three weeks away, the company’s plans could change, but Apple usually unveils the latest iPhones in the first half of September.

The company held its last event in June to announce its next set of software updates – iOS 16, iPadOS 16, watchOS 9 and macOS Ventura – and invited press and developers to its campus to watch a video of the presentation. That arrangement was part of Apple’s slow shift back to more normal operations, a push that has included a return to the office.

ALSO READ: Apple sets return-to-office deadline of Sept 5 after Covid delays

On Aug 15, the company told its corporate staff they would be required to work in-person three days a week beginning Sept 5, two days before the planned product announcement.