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Apple’s Autumn Tradition Keeps Going: New iPhone to Be Revealed in September


Apple CEO Tim Cook speaks during a product announcement in Cupertino, Calif., on Sept. 10, 2013

Photograph by David Paul Morris/Bloomberg

Apple CEO Tim Cook speaks during a product announcement in Cupertino, Calif., on Sept. 10, 2013

Apple (AAPL) has scheduled a press event for Sept. 9, and a source tells Bloomberg News that this will be the occasion for the release of the next generation of iPhones. This confirms what everyone who follows Apple has known is coming: The company has settled into a predictable pattern of unveiling a smartphone each fall.

This year’s models are expected to have larger screens, keeping pace with other high-end smartphones. And Apple is preparing for its biggest launch ever. Anything less would be a surprise, since Apple hasn’t had an opening weekend during which it sold fewer iPhones than the year before.

This doesn’t mean the ever-celebrated release events at Apple Stores around the globe are becoming more important to the company. Six percent of the phones Apple sold last year were moved in the first three days the new models went on sale. In 2008, by contrast, 9 percent of the iPhones sold in the year changed hands in the first weekend.

Brustein is a writer for Businessweek.com in New York.

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