Apple: new features to boost sales

Published on Sep 12, 2023 at 7:42 p.m.Updated September 12, 2023 at 7:54 p.m.

This is the most important event of the year for Apple: the Apple brand organized on Tuesday, from the Steve Jobs Theater in Cupertino, the presentation of its new iPhone, Apple Watch and AirPod models. . Nothing as “revolutionary” as last June, when Apple presented the Vision Pro, its virtual reality headset, which will arrive on the market at the beginning of 2024. But a huge strategic challenge, because the families of products presented count for more half of the company’s turnover: 48.5% for smartphones ($205 billion last year) and 10.1% for “wearables”, a category bringing together watches and headphones.

“It’s great to have you with us,” Tim Cook said on stage at the opening of the event, before giving way to a video reviewing the entire range and the new products.

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