Apple invites to iPhone 6 conference

The rumours suggest that Apple will announce a phone with built-in near field communications (NFC) which could be used for payments, as well as models with a larger screen, and an iWatch, which will act in all likelihood as both a remote control for the phone and as a fitness monitor. But with so many rumours, some of them conflicting, and a two-year wait for the iWatch, Apple has little need to further stoke the fires. And in the invite the company clearly has the willpower to resist doing so. They don’t really wish they could say more; Apple revels in saying nothing.
This is the first such invite to be sent out since the retirement of veteran PR boss Katie Cotton, and some will look for a change in tone: she left Apple just before the worldwide developer conference in June, and many detect that the famously secretive company is opening up slightly. While the invite shows none of that, it shamelessly attempts to pique the interest of an already salivating public.
And the company has certainly succeeded. But in going back to the Flint Center, Apple has made sure that journalists, shareholders and users will accept nothing less than a truly ground-breaking new product. With any other brand, one might think that all the other venues were booked. But with Apple, precious little is accidental. On September 9, Cook will need to make it clear that Apple is ready to foster another revolution; even arch rivals such as Samsung will relish the prospect of Apple setting itself up for such a fall, but they will also – more importantly – fear where they will be left if Apple succeeds. They, of all people, wish the company would say more.

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