New iPhone expected as Apple asks media to September 10 event

SAN FRANCISCO Tue Sep 3, 2013 1:23pm EDT

An Apple logo is seen at the Apple Worldwide Developers Conference (WWDC) 2013 in San Francisco, California June 10, 2013. REUTERS/Stephen Lam

An Apple logo is seen at the Apple Worldwide Developers Conference (WWDC) 2013 in San Francisco, California June 10, 2013.

Credit: Reuters/Stephen Lam

Related Topics

SAN FRANCISCO (Reuters) - Apple Inc on Tuesday sent official invitations to a September 10 event at which it is expected to unveil the latest version of the iPhone, possibly in colors other than its trademark black and white.

"This should brighten everyone's day," the typically cryptic invitation read, under a graphic depicting pastel-colored circles surrounding a stark white Apple logo.

The company, which is making a focused effort to win over consumers in Asia where rivals Samsung Electronics Co Ltd and other Android manufacturers dominate, said in the invitation it will host a breakfast and presentation at its Cupertino, California headquarters.

The company did not specify as to what the presentation will be about.

But supply chain sources told Reuters in June that Apple is expected to launch two new models this year - widely referred to as the iPhone 5S - with new fingerprint technology as well as a cheaper version in plastic casing.

Apple plans to dress up the phone in a range of five or six colors to differentiate it from the more expensive model that has traditionally come only in black and white, according to the sources.

Analysts say the company needs a cheaper phone to drive faster growth in markets like China and India, and to counter Samsung's edge in having a wide range of devices at varying prices.

Growth in Asian markets is seen as key for smartphone makers. China's smartphone market, for example, is set to grow 48 percent this year, outpacing the global increase of 31 percent, according to industry forecasts.

(Editing by G Crosse)

We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see
Comments (3)
AlkalineState wrote:
iPhone still can’t read a basic memory stick or camera card like other brands can…. but Apple promises to release new iPhone….in purple.

Sep 03, 2013 1:11pm EDT  --  Report as abuse
Obsilutely wrote:
Maybe they’ve figured out how to make iOS and actual operating system…

But then again, we say we have 4G but we are nowhere near the 4G standard (150Mbps down)…we just let marketers say whatever they want regardless of the truth..that’s how Apple became so popular lol.

I hear this new iPhone is going to end world hunger, solve global warming, and create world peace. Get out your wallets fanboys and fangirls!!

Sep 03, 2013 3:10pm EDT  --  Report as abuse
dcporter wrote:
Plastic casing? Steve would not approve.

Sep 03, 2013 3:13pm EDT  --  Report as abuse
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.