New iPhone September 10, 2013

apple-annoucementMark your calendars for next Tuesday, September 10. Apple has just sent out invites for a news event that day, where we’re expecting to see the next iPhone.

This year’s tagline is simply, “This should brighten everyone’s day.” The event is taking place at Apple’s headquarters in Cupertino, Calif., and begins at 10 a.m. Pacific.

It’s unclear at this point if Apple will also be offering a live video stream of the event. It didn’t do so at last year’s iPhone press conference, but proceeded to run live video for its October iPad Mini event, as well as its Worldwide Developers Conference this past June.

A successor to the incredibly popular iPhone 5 was inevitable, but the introduction of a cheaper handset aimed at developing markets is new ground for Apple. Its strategy in the past has been to discount older handsets including the iPhone 4 and iPhone 4S, but this paves the way for an entirely new product skew. Also, it’s rumored to be available in gold.

The launch comes at an important time for Apple, which continues to make a lot of money from the iPhone but has seen its global market share dip amid a growing wave of lower-cost Android devices, as well as an intense battle with arch-rival Samsung.