>> An Apple event that could disappoint. When the biggest possible news seems to be a disappearing earphone jack, it doesn't leave Tim Cook much room for a breakout success, and for Apple that's a change from the past when it rolled out a big revamp every other year. Reuters reporter Julia Love.
>> Analysts suspect that we're seeing this cycle of innovation because Apple just isn't quite ready to roll out a more ambitious design, and they would probably like to keep something special in store for the tenth anniversary of the iPhone which comes next year. The removal of the headphone jack is a change, but it doesn't seem like something that will derive adoption In the way that past changes have it's more something users have to get used to than something that will entice them to buy a new phone.
>> Fortunately for Apple arch nemesis Samsung has an exploding battery problem with its Galaxy Note 7 phones. Putting a damper in the Korean giant's recent success. But even without that Apple's smartphone sales have been holding up. In the May to July period Apple accounted for over 30% of smartphone sales in the US, and the iPhone 6s was number one and even the iPhone 6 was still the sixth best selling phone in the US.
There is as usual the China question looming over the whole affair. Kantar has Apple siting in third place in urban China with less than 15% of the market. And trailing local powers while Huawei and Xiaomi. And even on China's popular social media site, Weibo, there's a lot less buzz about the launch compared with the iPhone 6 launch in 2014.
That's a big problem because it's likely to take more than wireless headphones to win in its most important growth market.