• According to insiders, Apple is preparing to launch the iPhone 15 on 22nd September.
• The report comes via Bloomberg’s Mark Gurman, who says an event is being planned for mid-September.
• Apple has also reportedly acknowledged the fact that device sales and shipments will continue to decline in the coming quarters.

Despite the fanfare that many smartphone makers create around a new device launch, the reality of the industry of late is a continued downturn, as less phones are being shipped and consumers simply cannot afford to upgrade with the regularity they did previously.

Even Apple is not immune to these changes in the market, as the company saw declining sales across most of its product segments during the latest quarter.

The Cupertino-based company is seemingly aware of this downward trend, and according to Bloomberg’s Mark Gurman, is anticipating this trend to continue for the coming quarters, which places an even larger significance on the performance of the iPhone 15.

With Apple acknowledging that, “the smartphone market has been in a decline for the last couple of quarters in the United States,” the next iPhone certainly has its work cut out.

As for when we will see the iPhone 15 lineup of devices, Gurman has it on good authority that the smartphones will debut at an event held sometime in the week of 12th or 13th September. From there the iPhone 15 is expected to go on sale Stateside on 22nd September.

The United States, however, may not be Apple’s most important territory, with Asian markets and in particular China helping to boost sales in past quarters.

As Gurman points out, Apple will have to do a lot more this time around in order to get consumers to buy an expensive new iPhone. In terms of features, not much has been said about the base models, but the iPhone 15 Pro is said to sport thinner bezels than ever before, a new powerful chipset, better camera system, and a titanium frame, as well as rumours of a USB Type-C port.

Whether the divisive Dynamic Island will make a return for the iPhone 15 Pro models remains to be seen, but even an under-the-display selfie camera may not be enough to tempt consumers out of their hard earned cash.

Where Apple was capable of moving product regardless of how iterative they may have been, it looks like 2023 will need to be far different if the company hopes to counter the current downward trend.