What to expect at September Apple event: iPhone 6S, Siri-infused Apple TV

Apple Inc. AAPL, -1.00%  is widely expected to unveil its iPhone 6S and iPhone 6S Plus models as well as a more expensive, souped-up Apple TV with Siri capabilities at its Sept. 9 hardware event.

The company may also introduce its largest iPad yet, but analysts are divided over whether that announcement will come next Wednesday or if Apple will wait until October.

Here’s what to expect from the event — headlined “Hey Siri, give us a hint” — and what it means for the stock price:


Think of the iPhone 6S and iPhone 6S Plus as an iPhone 6 with “meaningful updates under the hood,” said FBR analyst Dan Ives. It likely will have the same basic hardware design as the iPhone 6 and iPhone 6 Plus models, but come with a faster A9 processor and an improved 12-megapixel rear-facing camera, said Brean Capital analyst Ananda Baruah.

Ives also expects the upgraded iPhone 6S models to come equipped with Force Touch, an input button with haptic feedback that has been rolled out on the Apple Watch and new MacBook trackpads.

Force Touch could add a new dimension to the phone by using tiny electrodes that not only recognize touch, but also force. It will enable developers to design a host of new features that can be unlocked depending on how forcefully the user presses down. And while it may take some time to get used to, Apple is calling Force Touch the “most significant new sensing capability” since Multi-Touch, the technology that has long powered the iPhone touch screen.

With iPhone expectations higher than ever, Ives expects Apple to deliver superior updates for the iPhone 6S than it has with previous S-model phones in the past.

“We view this as a critical event for Apple to help turn the negative investor tide and help lay out its growth vision for the next year on the heels of the iPhone 6 super-cycle product tailwinds,” Ives said.

Apple TV + Siri

One of the sexiest new devices expected this fall is the latest generation Apple TV, which 9to5Mac.com reported this weekend could carry a starting price of either $ 149 or $ 199 — more than double its $ 69 predecessor, whose price was reduced from $ 99 this March.

The higher price suggests the fourth-generation Apple TV would likely be much more advanced, running iOS 9, featuring new Siri capabilities and offering a dedicated App Store.

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