At one point its shares rose to more than $228 each amid speculation that Apple planned to release three new smartphones this year. Analysts also expect Apple to release an iPhone with an edge-to-edge display similar to the iPhone X, but using the less-costly LCD screen technology instead.
The event invitation made heavy usage of the colour gold, and fuelled speculation that the company plans to launch a gold-coloured successor to the iPhone X—which was made availible in silver and gray last year.
Documents filed at the US Federal Communications Commission showed that Apple had sought approval for a gold version of its iPhone X.
A few hours after Apple’s announcement, 9to5Mac, a technology news website, posted photographs of two gold iPhone models stacked on top each other, with a larger-screened model on the bottom. Both models resemble the current iPhone X.
The site said the new flagship model will be called the iPhone XS and that Apple also planned to release a new version of the Apple Watch with a larger display by reducing the edges around it.
9to5Mac told Reuters the photographs were not mockups and represented Apple’s actual planned products but declined to say how it had obtained them.
Apple did not respond to requests for comment about the authenticity of the photos. For years, the company has released its new phone models in the second week of September. It often also updates other product lines such as the Apple Watch at the event. The company has already given base-model iPads and some MacBook laptops an update this year.
Apple typically starts selling new iPhones a few weeks after launching them, in time for the holiday shopping season.
The iPhone X, priced from $999, has helped Apple beat sales expectations at Wall Street.