The new Apple phone is on the way

September 07, 2016 22:45

The new Apple phone is on the way. And, as ever, so are the rumours.

The iPhone 7 will be an important release for Apple: it is the first phone it has launched since sales of the handsets stopped growing.

The company has promised to keep innovating to ensure that those sales stay up and people stay interested so it will be interesting to see how Apple actually manages to do that.

Apple has maintained a rhythm of introducing updated iPhone models on an annual basis, timing introductions to coincide with the year-end holiday shopping season.

In July, the company announced the sale of its billionth iPhone, a milestone for the company as it seeks to keep momentum in a competitive smartphone market.

"We see a large opportunity for the iPhone 7 when we consider the potential number of upgraders coming from the iPhone 6 and 6 Plus," said Kantar Worldwide ComTech consumer insight director Lauren Guenveur.

"Virtually all of those who intend to upgrade have told us they will remain loyal to Apple, making the iPhone 7 an obvious choice."

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