Maximum pressure at Apple before the launch of the iPhone 15

The event was called “Wonderlust” or “desire for wonders”. Tuesday, at 7 p.m. Paris time, Apple will unveil four iPhone 15s, two new connected watches, as well as new AirPods. Once again, the leaders of the Apple firm will take advantage of this traditional back-to-school “show” to pose as champions of innovation, respect for personal data and the environment, in a major conference in Cupertino in California where the smallest detail is precise.

But this year, the stakes are particularly high for the group. The event comes at a time when artificial intelligence is shaking up the global tech landscape and at a time when foldable smartphones are multiplying on the market, Apple being the only one absent from this segment. In a difficult macroeconomic environment, the group must also wake up its sales, which have been in decline for nine months. In the last quarter, its turnover fell by 1.4%, weighed down by iPhone sales (which represent half of the total) which fell by almost 3%.