Shira Ovide is a Bloomberg Gadfly columnist covering technology. She previously was a reporter for the Wall Street Journal.

Apple on Wednesday will host its annual media circus in the form of the new iPhone model unveiling. But this year's edition is more of a gentle evolution than a significant remodeling of Apple's most important product. Apple's business is going through an unusual stretch of falling sales, and the company's investors and fans are already looking ahead to the 2017 iPhone launch for a possible return to the sales growth levels of Apple's glory days. 

Click the video below for more. 

Make Apple Great Again? Wait Until Next Year


-- with chart assistance from Rani Molla. 

This column does not necessarily reflect the opinion of Bloomberg LP and its owners.

To contact the author of this story:
Shira Ovide in New York at

To contact the editor responsible for this story:
Daniel Niemi at