What Matters at Apple's iPhone Event

How do you get people to pay twice as much for an iPhone? That's the question Apple needs to answer in just a few days when the company is expected to reveal a folding iPhone, and it may cost more than $2,000. The iPhone Ultra will use Touch ID rather than Face ID, mainly because there wasn't enough room in the thin chassis for a TrueDepth camera system. Big event happens September 9th. It has the tagline surprise and shine. Yes, we get new iPhones every September. No surprise there. But there still will be surprises. You should not expect the usual playbook this time. It is the first event with Apple's new CEO. John Turner is taking the lead. And we may not get every flavor of iPhone this time around, but a split launch between fall and spring. Most apple users have had the same iPhone design for over a decade. It's a rectangle, so lots of people are gonna be super curious about what a folding iPhone can do to spice things up. Apple needs to be focusing its message not just on form, but on function. What does multitasking look like on this thing? With the price being so high, I want you to listen in when Apple talks about how much more you can get now for trading in your iPhone. After all, it helps cut down the cost. Apple has a new leasing program where you can pay for a product in monthly installments and then upgrade a year later. That also eases the pain of a large price tag.