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Will Apple Host Another Product Event in October?

Evan Niu, CFA, The Motley Fool

Apple (NASDAQ: AAPL) hosted its annual iPhone unveiling event this week, showing off Apple Watch Series 4 alongside a trio of new iPhone models. The event was dedicated exclusively to those two product lines, though, despite the fact that the company reportedly has plenty more important products in the pipeline. Some years, Apple hosts two fall events, one in September followed by another in October. The company did not host an October event last year, but it did in 2016.

Will the Mac maker host another event next month?

iPhone XS and XS Max in gold

iPhone XS and XS Max were announced this week. Image source: Apple.

There's more where that came from

There are plenty of products that didn't make the cut this week. Arguably the most meaningful would be a new redesigned iPad Pro that ditches the home button and adds a TrueDepth camera system in order to bring Face ID to Apple's tablet. Analysts thought that device was imminent, but it apparently needs more work before it's ready to ship. After a couple of years of declines, iPad unit volumes have mostly stabilized, but adding Face ID to the iPad could go a long way in spurring upgrade activity.

Investors also recently caught rumors of a new affordable MacBook and revamped Mac Mini, which are reportedly scheduled to launch later this year. The Mac Mini is in dire need of a refresh, and entry-level Mac laptops are volume drivers, given their popularity among college students and non-professional consumers.

Other accessories are also due for some attention. Apple announced AirPower, a wireless charging mat, last year but hasn't discussed the product since. Bloomberg reported over the summer that AirPower was suffering from some delays due to technical challenges. Perhaps related, second-generation AirPods should also be on the way. Apple has teased wireless charging capabilities for AirPods, which would require a new carrying case, so it's conceivable that second-generation AirPods and AirPower are in development together.

AirPods have proven to be a sleeper hit, with the wireless earbuds enjoying stronger-than-expected demand and leading to inventory shortages in some cases. Apple continues its march toward a future lacking any headphone jacks, and AirPods are an instrumental part of that wireless vision.  

Two events are better than one

Spreading out product unveilings across two events is hardly the end of the world. Quite the contrary, there are benefits to doing so. Namely, Apple gets to dominate headlines and garner consumer attention for an extended period of time, including both its own marketing as well as the nonstop rumor mill. Both Microsoft and Alphabet subsidiary Google are hosting product events in October, showing off new Surface and Pixel products, respectively, and Apple could potentially upstage its rivals by hosting another event.

Apple may have more up its sleeve this year yet.

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Suzanne Frey, an executive at Alphabet, is a member of The Motley Fool's board of directors. Teresa Kersten is an employee of LinkedIn and is a member of The Motley Fool's board of directors. LinkedIn is owned by Microsoft. Evan Niu, CFA, owns shares of Apple. The Motley Fool owns shares of and recommends GOOG, GOOGL, and Apple. The Motley Fool has the following options: long January 2020 $150 calls on Apple and short January 2020 $155 calls on Apple. The Motley Fool has a disclosure policy.