Apple’s September 12, 2018 event: What we expect to be “gathering round” for

Enlarge / The invitation Apple sent to members of the press. (credit: Apple)

On September 12, 2018, Apple will hold its second major event at the Steve Jobs Theater at the company's new Apple Park campus in Cupertino, California. An invitation was sent out to press and other invitees with the above image and the words "gather round." This is an allusion to Apple Park, which shares that shape. But there might be more to it.

In any case, we expect the event to focus primarily on iPhones and the Apple Watch, just like the event on the same day in the same room last year, when Apple announced the iPhone 8 and iPhone 8 Plus, iPhone X, and Apple Watch series 3. We'll dive deep on each possible product announcement momentarily, but first let's talk about Apple's general focus and strategy right now.

While last year's iPhones have outperformed the rest of the smartphone industry, smartphone sales are not growing like they used to. A number of factors are behind this, market saturation being a major one. Apple has generally found the most success in the past by diving into developing-product categories and refining them; that's what the company did with the iPod, iPad, iPhone, Watch, and AirPods.

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