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An iPhone event unlike the others: Apple is betting the house on hardware to weather the AI storm

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Apple’s “Awe Dropping” event is kicking off today at 1 p.m. ET, and yes, it will be livestreamed: You can watch it on Apple’s official YouTube channel, the Apple TV app, and Apple’s Events website—but, and I say this with love, unless you’re working remotely, you might want to be careful about watching videos at work. If you get caught, that’s on you. On the other hand, your boss loves Fortune. We promise. (If they’re confused or try to protest, simply show them this article.)

Apple throwing a launch party for its new iPhones has become as synonymous with September as pumpkin spice everything, but this event is not quite like the others. Despite solid financial results, including record revenue in Q3, up 10% year-over-year, Apple’s had a mixed year in the markets as investor concerns about Apple’s AI capabilities have applied pressure on its stock. Apple, for some context, has chosen to pursue baking AI into its full software ecosystem that extends across devices rather than create a standalone app like ChatGPT or Claude or Perplexity, which you can access in dedicated apps and websites including, notably, on non-Apple devices. On top of that, Apple admitted earlier this year at its Worldwide Developers Conference that its promised Siri overhaul for this year wouldn’t arrive until 2026. That delay cost Apple roughly $75 billion in market value in a single day and prompted some analysts to question CEO Tim Cook’s leadership.

All of this to say: Wall Street is absolutely zeroed in on the AI gold rush right now and has grown impatient with Apple’s timeline on this front, so you can bet analysts will be watching this event closely and counting the number of times Apple says “AI” or “Intelligence.”

That said, unlike WWDC, Apple’s September events tend to be about new hardware. So here’s what we’re expecting.

iPhone 17 Air: The return of an ultra-thin design

Bloomberg‘s Mark Gurman reports that Apple will unveil the iPhone 17 Air, representing the company’s most dramatic iPhone redesign in years. The device is expected to measure approximately 5.5mm thick compared to the iPhone 16’s 7.8mm profile. Achieving this ultra-thin form factor will likely require significant engineering trade-offs, including a single 48-megapixel rear camera system and reduced battery capacity, according to analyst Ming-Chi Kuo.

Multiple reports suggest the device will gain ProMotion 120Hz display technology previously exclusive to Pro models, marking the first time this feature would appear in Apple’s mid-tier lineup. Pricing is rumored to start at $949, positioning the Air between the base iPhone 17 and Pro models. Wall Street analysts expect the Air could drive upgrade cycles among users with iPhone 13 or older devices, who represent roughly 40% of Apple’s installed base.

iPhone 17 and iPhone 17 Pro: First price increases in seven years expected

Industry sources suggest Apple plans to raise iPhone prices for the first time since 2018 across most of its lineup. The base iPhone 17 is expected to maintain its $799 starting price, but the iPhone 17 Pro could increase to $1,199—a $200 jump from the current model, according to Morgan Stanley’s Erik Woodring. The price adjustment would reportedly come with doubled base storage at 256GB and improved camera systems featuring new 48-megapixel telephoto lenses with up to 8x optical zoom.

Reports from supply-chain sources indicate the Pro models may introduce aluminum backs instead of glass, reducing weight while maintaining durability. New color options are rumored to include orange and blue variants alongside traditional options. Apple’s pricing power stems from its 90% customer retention rate, providing flexibility that competitors lack. Consumer acceptance of higher prices amid economic uncertainty remains a key variable for Apple’s fiscal 2025 performance.

Apple Watch Series 11: Enhanced health-monitoring rumored

According to Bloomberg, the Apple Watch Series 11 is expected to add blood-pressure trend tracking, which would monitor patterns over time rather than providing precise medical readings. The feature could detect trends that might indicate hypertension and prompt users to consult healthcare professionals. An updated S11 chip is anticipated to enable better performance and potentially improved battery life.

WatchOS 26 is rumored to introduce new fitness features, including something called “Workout Buddy” designed to enhance exercise motivation. The Series 11 may also gain 5G RedCap connectivity from MediaTek, providing faster data speeds than current LTE-only models. These updates would represent meaningful improvements to a device that already commands roughly 50% of the global smartwatch market.

Apple Watch Ultra 3: Satellite connectivity expected

Industry reports suggest the Apple Watch Ultra 3 could become Apple’s first standalone satellite-enabled wearable, offering emergency SOS functionality and potentially text messaging in areas without cellular coverage. The feature would extend capabilities introduced on iPhone 14 and later models to Apple’s wearable lineup.

Additional rumored improvements include enhanced 5G connectivity through RedCap technology and faster charging that could reach 80% capacity in 30 minutes. The Ultra 3 is expected to feature the largest Apple Watch display to date with improved brightness and viewing angles. These upgrades would address previous limitations while maintaining the Ultra’s focus on outdoor and adventure applications.

AirPods Pro 3: Health sensors may enter earbuds

Apple’s third-generation AirPods Pro are rumored to introduce heart-rate monitoring through LED optical sensors that track blood flow in the ear canal. The technology, previously tested in Powerbeats Pro 2, could provide more accurate readings than wrist-based monitoring due to superior blood flow detection in ears, according to industry sources.

Temperature-monitoring capabilities may also debut, potentially offering more precise readings than Apple Watch sensors since ear canals maintain more consistent temperatures. The AirPods Pro 3 are expected to feature improved Active Noise Cancellation, enhanced audio quality through a faster H3 chip, and studio-quality microphone recording. Some features may arrive through software updates after launch, following Apple’s typical rollout strategy.

AirTag 2: Enhanced range and privacy features expected

The second-generation AirTag is rumored to address key limitations through an upgraded Ultra Wideband chip that could triple Precision Finding range from roughly 30 meters to potentially 90 meters. Privacy improvements are expected to make the speaker more difficult to remove, addressing stalking concerns that have affected the first-generation product.

The AirTag 2 is anticipated to maintain compatibility with existing accessories while adding improved battery management and low-power alerts. The device would represent Apple’s response to criticism about the original AirTag’s potential for misuse, though law enforcement data indicates such cases affect a small percentage of total units sold.

The wider implications, and what’s at stake for Apple

These expected product announcements occur as Apple manages multiple business pressures. The company faces an estimated $1.1 billion impact from tariffs in fiscal Q4 2025, adding cost pressures as it navigates component price increases. Goldman Sachs expects iPhone sales to grow 5% in fiscal 2025 and accelerate to 7% in 2026, assuming successful execution of today’s rumored product launches.

Analyst sentiment remains mixed. While Goldman maintains its buy rating with a $266 target, MoffettNathanson argues that 30 times next year’s earnings is expensive for a company with “solid but not exceptional” growth prospects. The consensus among 31 Wall Street analysts shows a moderate buy rating with an average price target of $239—roughly flat from current levels.

Apple’s strategy appears centered on hardware innovation bridging the gap until AI capabilities mature in 2026. But this approach carries inherent risks: if these products fail to drive expected upgrade cycles, the company could face continued underperformance relative to its AI-obsessed peers in Silicon Valley, many of whom are advancing their strategies and technologies more aggressively than Apple. Meta, OpenAI, Microsoft and others are pouring billions into AI facilities, and talent—and soon, hardware. Success for Apple would depend on whether consumers will accept higher prices for incremental improvements while Apple develops its next generation of software capabilities.

For this story, Fortune used generative AI to help with an initial draft. An editor verified the accuracy of the information before publishing.

Fortune Global Forum returns Oct. 26–27, 2025 in Riyadh. CEOs and global leaders will gather for a dynamic, invitation-only event shaping the future of business. Apply for an invitation.



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Warren Buffett: Business titan and cover star

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Warren Buffett’s face—always smiling, whether he’s slurping  a milkshake, brandishing a lasso, or palling around with fellow multibillionaire Bill Gates—has graced the cover of Fortune more than a dozen times. And it’s no wonder: Buffett has been a towering figure in both business and 

investing for much of his—and Fortune’s—95 years on earth. (The magazine first hit newsstands in February 1930; Buffett was born that August.) As Geoff Colvin writes in this issue, Buffett’s investing genius manifested early, and he bought his first stock at age 11. By Colvin’s calculations, over the 60 years since Buffett took control of his company, Berkshire Hathaway, its returns have outpaced the S&P 500 by more than 100 to one.  

Buffett has always had a special relationship with Fortune, particularly with legendary writer and editor Carol Loomis, who profiled him many times, and to whom he broke the news of his paradigm-shifting moves in philanthropy in 2006 and 2010. The end of an era is upon us, as Buffett on Dec. 31 will step down from his role as Berkshire’s CEO. We’re grateful to have been along for the ride. 

Warren Buffett on the cover of Fortune in 2009 and 2010.

Cover photographs by David Yellen (2009), and Art Streiber (2010)

Warren Buffett on the cover of Fortune in 2003 and 2006.

Cover photographs by Michael O’Neill (2003), and Ben Baker (2006)

Warren Buffett on the cover of Fortune in 2001 and 2002.

Cover photographs by Michael O’Neill

Warren Buffett on the cover of Fortune in 1986 and 1998.

Cover photographs by Alex Kayser (1986) and Michael O’Neill (1998)



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Kimberly-Clark exec says old bosses would compare her to their daughters when she got promoted

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Women have their own unique set of challenges in the workforce; the “motherhood penalty” can set them back $500,000, their C-suite representation is waning, and the gender pay gap has widened again. One senior executive from $36 billion manufacturing giant Kimberly-Clark knows the tribulations all too well—after all, she’s one of few women in the Fortune 500 who holds the coveted role. 

Tamera Fenske is the chief supply chain officer (CSCO) for Kimberly-Clark, who oversees a massive global team of 22,665 employees—around 58% of the global CPG manufacturer’s workforce. She’s in charge of optimizing the company’s entire supply chain, from sourcing raw materials for Kimberly-Clark products including Kleenex and Huggies, to delivering the final product into customers’ shopping carts. 

It’s a job that’s essential to most top businesses operating at such a massive scale; around 422 of the Fortune 500 have chief supply chain officers, according to a 2025 Spencer Stuart analysis. However, most of these slots are awarded to white men; only about 18% of executives in this position are women, and 12% come from underrepresented racial and ethnic backgrounds. It’s one of the C-suite roles with the least female representation, right next to chief financial officers, chief operating officers, and CEOs. 

In fact, Fenske is one of just 76 Fortune 500 female executives who have “chief supply chain officer” on their resumes. However, the executive tells Fortune it’s an unfortunate fact she “doesn’t think about” too often—if anything, it motivates her further.

“Anytime someone tells me I can’t do something, it makes me want to work that much harder to prove them wrong,” Fenske says. 

The first time Fenske noticed she was one of few women in the room

Fenske has spent her entire life navigating subjects dominated by men—something she didn’t even consider until college. 

Her father, aunts, uncles, and grandfather all worked for Dow Chemical, so she grew up in a STEM-heavy household. Naturally, she leaned into math and science as well, eventually pursuing a bachelor’s in environmental chemical engineering at Michigan Technological University. It was there that her eyes first opened to the reality that she was one of few women in the room. 

“It definitely was going to Michigan Tech, where I first realized the disparity,” Fenske said, adding that there was around an eight-to-one male-to-female ratio. “As you continue through the higher levels and the grades, it becomes even more tighter, especially as you get into your specialized engineering.” 

Once joining the world of work, it wasn’t only Fenske who noticed the lack of women in senior roles—some bosses would even point it out. 

The Fortune 500 boss is paying it forward—for both men and women

After Fenske graduated from Michigan Tech, she got her start at $91 billion manufacturer 3M: a multinational conglomerate producing everything from pads of Post-It notes to rolls of Scotch tape. Fenske was first hired as an environmental engineer in 2000. Promotion after promotion came, but all people could seem to focus on was her gender.

“It would come to light when I moved relatively quickly through the ranks. Some of my bosses would say, ‘You’re the age of my daughter,’ and different things like that. ‘You’re the first woman that’s had this role at this plant or in this division,’” Fenske recalls. Over the course of 2 decades, she rose through the company’s ranks to the SVP of 3M’s U.S. and Canada manufacturing and supply chain. 

And anytime she was asked about her gender? She’d flip the questions back at them while standing her ground. “I would always try to spin it a little bit and ask them questions like, ‘Okay, so what is your daughter doing?’…I always try to seek to understand where they are coming from, but then also reinforce what brought me to where I am.”

Now, three years into her current stint as Kimberly-Clark’s CSCO, the 47-year-old is paying it back—but not just to the women following in her footsteps.

“I never saw myself as necessarily a big, ground-breaker pioneer, even though the statistics would tell you I was,” Fenske says. “I tried to give back to women and men, to be honest. Because I think men [are] one of the strongest advocates for women as well. So I think we have to teach both how to have that equal lens and diverse perspective.”



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SpaceX to offer insider shares at record-setting $800 billion valuation

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SpaceX is preparing to sell insider shares in a transaction that would value Elon Musk’s rocket and satellite maker at as much as $800 billion, people familiar with the matter said, reclaiming the title of the world’s most valuable private company. 

The details, discussed by SpaceX’s board of directors on Thursday at its Starbase hub in Texas, could change based on interest from insider sellers and buyers or other factors, said some of the people, who asked not to be identified as the information isn’t public. SpaceX is also exploring a possible initial public offering as soon as late next year, one of the people said. 

Another person briefed on the matter said that the price under discussion for the sale of some employees and investors’ shares is higher than $400 apiece, which would value SpaceX at between $750 billion and $800 billion. The company wouldn’t raise any funds though this planned sale, though a successful offering at such levels would catapult it past the record of $500 billion valuation achieved by OpenAI in October.

Elon Musk on Saturday denied that SpaceX is raising money at a $800 billion valuation without addressing Bloomberg’s reporting on the planned offering of insiders’ shares. 

“SpaceX has been cash flow positive for many years and does periodic stock buybacks twice a year to provide liquidity for employees and investors,” Musk said in a post on his social media platform X. 

The share sale price under discussion would be a substantial increase from the $212 a share set in July, when the company raised money and sold shares at a valuation of $400 billion. The Wall Street Journal and Financial Times earlier reported the $800 billion valuation target.

News of SpaceX’s valuation sent shares of EchoStar Corp., a satellite TV and wireless company, up as much as 18%. Last month, EchoStar had agreed to sell spectrum licenses to SpaceX for $2.6 billion, adding to an earlier agreement to sell about $17 billion in wireless spectrum to Musk’s company.

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The world’s most prolific rocket launcher, SpaceX dominates the space industry with its Falcon 9 rocket that lifts satellites and people to orbit.

SpaceX is also the industry leader in providing internet services from low-Earth orbit through Starlink, a system of more than 9,000 satellites that is far ahead of competitors including Amazon.com Inc.’s Amazon Leo.

Elite Group

SpaceX is among an elite group of companies that have the ability to raise funds at $100 billion-plus valuations while delaying or denying they have any plan to go public. 

An IPO of the company at an $800 billion value would vault SpaceX into another rarefied group — the 20 largest public companies, a few notches below Musk’s Tesla Inc. 

If SpaceX sold 5% of the company at that valuation, it would have to sell $40 billion of stock — making it the biggest IPO of all time, well above Saudi Aramco’s $29 billion listing in 2019. The firm sold just 1.5% of the company in that offering, a much smaller slice than the majority of publicly traded firms make available.

A listing would also subject SpaceX to the volatility of being a public company, versus private firms whose valuations are closely guarded secrets. Space and defense company IPOs have had a mixed reception in 2025. Karman Holdings Inc.’s stock has nearly tripled since its debut, while Firefly Aerospace Inc. and Voyager Technologies Inc. have plunged by double-digit percentages since their debuts.

SpaceX executives have repeatedly floated the idea of spinning off SpaceX’s Starlink business into a separate, publicly traded company — a concept President Gwynne Shotwell first suggested in 2020. 

However, Musk cast doubt on the prospect publicly over the years and Chief Financial Officer Bret Johnsen said in 2024 that a Starlink IPO would be something that would take place more likely “in the years to come.”

The Information, citing people familiar with the discussions, separately reported on Friday that SpaceX has told investors and financial institution representatives that it’s aiming for an IPO of the entire company in the second half of next year.

Read More: How to Buy SpaceX: A Guide for the Eager, Pre-IPO

A so-called tender or secondary offering, through which employees and some early shareholders can sell shares, provides investors in closely held companies such as SpaceX a way to generate liquidity.

SpaceX is working to develop its new Starship vehicle, advertised as the most powerful rocket ever developed to loft huge numbers of Starlink satellites as well as carry cargo and people to moon and, eventually, Mars.



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