San Francisco (CNN Business) Consumers who tuned in to Apple's signature early September event hoping to hear tantalizing details about the forthcoming iPhone 12 were treated instead to an hour-long infomercial detailing the company's latest Apple Watch models and a refreshed line of mid-range and low-cost iPads. Apple warned during its last earnings call that disruptions to its supply chain from the coronavirus pandemic could delay the latest iPhone. "Last year, we started selling iPhones in late September," the company's chief financial officer, Luca Maestri, said on the call in late July. If the forthcoming phone delivers genuinely new technology consumers crave, pushing the launch back should be fine for sales. "The iPhone 12 may have enough new to it to warrant a separate event; the key is to have it ready in the run-up to the holidays, so a change in launch by a few weeks isn't a major change," Rubin said.

Source: CNN September 15, 2020 20:03 UTC