With files from Michael and Robert Levy
Historically, it’s the beginning of September when excitement starts to build as Apple gets set to make its major product announcement for the fall season and Christmas shopping.
However, this year the bloom is coming off the rose and as CEO Tim Cook will introduce a new iPhone on Wednesday. The 10-year-old iPhone is maturing and changes will be minimal to say the least.
For the first time since the introduction of the iPhone, sales are shrinking and there won’t be the new features that Apple consumers have come to expect every other year.
And one of the big rumours may not sit well with the new iPhone owners: the elimination of the 3.5 millimeter headphone jack in order to make the new phone sleeker and improve its water resistance.
But Apple isn’t sitting still, hoping that new sales will magically appear.
In response to declining sales, it’s ramping up research and development on new products, spending $8.1 billion to the end of September 2015, compared to just $2.4 billion a year earlier.