DHAKA: Apple has sent out invitations for what is all but certain to be the launch of its next-generation smartphone, likely to be called either the iPhone 6S or iPhone 7, on September 9.

The date had been widely anticipated – as has the feature list for the new iPhone, which has left some Wall Street analysts underwhelmed, theweek.co.uk reported

Leaks and rumours suggest that Apple fans can expect an improved camera, a stronger, bend-resistant frame and a new kind of pressure-sensitive touchscreen, but no significant changes to the look and feel of the device.

That has led some investors to worry that the iPhone 6S or 7 will not grab the attention of potential customers in the way that its predecessor did.

A video clip published earlier this week, purporting to show the new device, appears to confirm that it will look identical to its predecessor, despite significant changes under the shell.

"It's unclear how legitimate the images are, but they do seem to indicate that the iPhone 6S will look a lot like the iPhone 6," says sources concerned.

Apple shareholders also worry that one significant improvement to the phone could come at too high a price. Reliable reports suggest that the new iPhone will be built from a high-grade aluminium alloy to prevent it bending in users' pockets, adding significantly to the cost of building the device. According to Forbes, the stronger alloy is five times more expensive than its less rigid equivalent.

As a result, Apple will either have to charge more for the iPhone 6S or 7, risking a dip in sales, or absorb the additional cost itself, denting its profit margin.

BDST: 0948 HRS, AUG 29, 2015
RS