Apple (un)officially calls Action on iPhone 15 rumor season
Summary
The speculation began when Apple rolled the latest iOS 17 beta, where MacRumors found code referencing an Action Button capable of nine user-definable functions: A pro camera you always have with you While everyone has an opinion, given previous speculation has claimed Apple’s new Pro iPhone will also offer a built-in telescopic lens, I could envision most users choosing to set the Action button to take shots with the camera. These iPhones will feel very much like ultra-slim digital zoom cameras with semi-professional features, augmented by Apple’s sophisticated machine vision algorithms and native AI processing, thanks to the Neural Engine on the powerful 3nm A-series chips inside the pro models. Not only does speculation about the new device help Apple exploit the traditional silly news season in mid-summer, but rumors also help maintain optimism around the company’s stock price during slower summer quarters. Looking to September, the analysts said: “We expect Apple to post an in-line June quarter but guide September quarter revenue and gross margin materially higher than current Consensus estimates, reflecting stable iPhone builds, seasonal Mac strength, low-teens Services growth, and continued secular and cyclical margin tailwinds,” the analysts said in a note. Eroding consumer confidence, interest rates, and increasing food, housing, and energy costs will impact performance in many of Apple’s key markets, though success in expanding economies such as India might help the company drive through current complications.
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