Apple’s share price has risen considerably this year as market enthusiasm for generative AI and revenue growth has buoyed big tech stocks.
The company has struggled with a global downturn in smartphone sales in recent years, however, as well as the rise of rivals such as Huawei in key markets, particularly China.
New colours for the iPhone and other Apple products are believed to be coming too during today's event.
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Apple’s fall product launch has become one of the company’s most important annual events as it typically showcases a series of new devices and sets the tone for the holiday shopping season, which is Apple’s busiest and most profitable period.
These new products are routinely the cause of immense speculation inside the tech industry and among the company’s fans.