Apple slates Sept. 10 event as new iPhone expectations grow

Apple is expected to launch an iPhone 5 successor and perhaps other products

Apple will likely announce a new iPhone, and perhaps other new products, on Sept. 10, as fans of the company hunger for dazzling displays of innovation.

The invite for the event, to be held on Apple's Cupertino campus, promises that "this should brighten everyone's day," hinting that it may launch more than just the iPhone 5 successor. Rumors have been swirling about Apple launching a new watch, or perhaps even a new TV.

There is also speculation that Apple could unveil a simpler, cheaper version of the iPhone. iPhone shipments have come under pressure in recent quarters as competition increases with Samsung and other Android phone makers.

When Apple launched the iPhone 5 last year, some company fans felt underwhelmed because the smartphone did not carry breakthrough features. Investors have questioned the company's ability to be innovative, and the company's CEO Tim Cook earlier this year said the company would launch "new product categories" during the fall season this year through 2014.

Apple last week introduced a new iPhone trade-in program that lets consumers take their old iPhone to an Apple store and receive a credit on the purchase of a new one. Walmart has also slashed the price on its website of the latest iPhone 5 to $98 with a two-year contract.

It's less clear what other new products Apple may introduce. For years it has been predicted that Apple would launch a new TV set with breakthrough interaction features. More recently, there have been rumors about Apple developing a watch with the iOS operating system as the company looks to enter the wearable computing market.

Agam Shah covers PCs, tablets, servers, chips and semiconductors for IDG News Service. Follow Agam on Twitter at @agamsh. Agam's e-mail address is agam_shah@idg.com

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