Pandemic-proof Apple to kick off lineup for critical holiday season


People taking photos of the Apple store at the Marina Bay Sands in Singapore on Aug 31. On Sept 15 at 1pm ET (1am, Sept 16, Kuala Lumpur), Apple is expected to unveil updates to several key products. — Reuters

Apple Inc shares have soared this year even as a pandemic has crippled economies around the world, thanks in large part to booming product sales that have beat Wall Street expectations.

On Sept 15, Apple is expected to unveil updates to several key products, including the Apple Watch and iPad, that will help determine whether it keeps up that streak. The devices will be shown in an event broadcast from its Cupertino, California headquarters starting at 1pm ET (1am, Sept 16, Kuala Lumpur).

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