iPhone 15 is expected to debut in mid-September! The market is eagerly anticipating the revival of the "iPhone 6 legend".

Zhitong Financial APP learned that some media reported that the next generation of Apple 15 is expected to be released around September 22, and Apple (AAPL.US) will hold a press conference on September 12 or 13. Apple did not immediately respond to media requests for comment. Sales of Apple products are arguably the most important overall revenue driver for Apple, and when Apple releases a new version of Apple, millions of online viewers typically watch the much-hyped launch at the same time. Wall Street analysts are also very concerned about the release of Apple's next flagship Apple product as a measure of consumer spending, and consumers around the world usually expect a lot of new features. * * Analyst: Apple's New Generation * * Apple's third-quarter financial report showed that Apple's sales fell 2% year-on-year to $39.67 billion, less than the market's expected $39.8 billion. Apple CEO Tim Cook said in an interview last week that the current situation in the US smartphone industry is grim. As Apple is about to launch a new generation of Apple, consumer demand for Apple 14 series phones is gradually decreasing, and there are media reports that the new generation of Apple is expected to usher in the most significant upgrade in three years. You know, when Apple introduces very major mobile phone changes-such as Apple 6 in 2014, Apple X in 2017, and Apple 12 in 2020-new features usually bring huge increments. According to statistics, the overall sales volume of Apple 6 series reached 0.23 billion, becoming the "sales myth" in the history of Apple's smart phones (later surpassed by 0.25 billion Apple 11 series). Sources said that the display frame of the new generation of Pro models is about 1/3 thinner, the titanium frame may be lighter and more advanced than the current stainless steel design, the camera function is expected to be greatly improved, and it is expected to be equipped with USB-C charging interface, and the processor speed will be much faster. For Apple, the real test will be the holiday season, the holiday sales period from October to December, which will be the highest and busiest time of the year for Apple sales. And one thing is good for Apple: at least the supply side of this year's holiday shopping season will be favorable compared to the same period in 2022; last year, Foxconn's Apple 14 Pro and Pro Max were discontinued due to the new crown epidemic, which dragged down the performance of Apple's flagship Apple products throughout the holiday shopping season. As a result, analysts generally agree that Apple's 15 series should not be difficult to show healthy year-over-year growth (provided Apple doesn't experience production problems). If Apple fails to do so, the demand situation in the smartphone market could be worse than analysts generally expect. Apple executives warned that fourth-quarter revenue may continue to decline year-on-year, that is, four consecutive quarters of year-on-year decline, which is completely contrary to the recovery growth trend expected by Wall Street analysts. Now investors are looking forward to the "most significant upgrade in three years" to comprehensively boost the sales of Apple15 series products, and then help Apple's performance in the second half of the year to recover. If Apple's revenue falls for four consecutive quarters, it will be the first time since 2001. Smartphone demand in China is in sight Apple CEO Cook emphasized at the performance meeting that the Chinese market was the highlight of the quarter. Some statistics show that the Chinese smartphone market has survived the dark hour on the demand side. "The smartphone market is sending early signs of recovery," Le Xuan Chiew, an analyst at market research firm Canalys, said recently. "Smartphone inventory has begun to clear, mainly because smartphone suppliers have prioritized reducing large inventories of older models to make room for the launch of new models." According to the latest research data from Canalys, in the second quarter of 2023, shipments of smartphones in the Chinese market, the world's largest smartphone demand country, fell 5% year-on-year to 64.3 million units, and the decline was significantly narrower than the previous quarter and the fourth quarter of last year. Canalys analysts said that China's smartphone market will have a moderate recovery in the second half of 2023.! Apple. jpg The latest data from TechInsights, another market research organization, shows that Q2 China's smartphone shipments fell 5% year on year in 2023. However, the decline in the second quarter was narrower than in previous quarters, marking the beginning of a stabilization and recovery cycle for the Chinese smartphone market in the next few quarters.