From a distance, today may look like any other early-September Apple event: new iPhones, new features and accessories, and a couple of updates to the rest of the company’s prodigiously successful product portfolio. But look a little closer, and you’ll see some challenges that Apple hasn’t had to face before. They all relate to the fundamental issue of trust — something that Apple has enjoyed in unconditional form in the past, but will now have to justify and reinvigorate anew.
This will be the first iPhone launch following a decline in iPhone sales. It’s also expected to be the first time that Apple has kept roughly the same iPhone design for three years running. And the one significant design change Apple is making is the thing people are most wary of: the removal of the headphone jack. Then there’s also the anticipated Apple Watch 2, coming at a time when most people still need convincing of the benefits of smartwatches.
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