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Decoding Apple's 10 Sept event invite: hidden clues

Ashleigh Allsopp | Sept. 4, 2013
We puzzle over the latest of Apple's cryptic special event invites in an attempt to uncover clues and subtle hints left by Apple for its fans


Apple on Tuesday sent out official press invitations to the secret 10 September event that everybody already seemed to know about. The event is expected to see the unveiling of a new flagship iPhone, probably the iPhone 5S, and also a new iPhone 5C. Here, we take a closer look at the 10 September event invitation and its design to speculate over possible clues hidden within it.

Apple is known for its cryptic event invitations, in which the company has previously hidden hints about what to expect during big keynotes. We expect Apple's latest invite is no exception, so here, we dissect it in order to satisfy our craving for more information about the event. Who's excited?

Of course, we won't know for sure what Apple is going to unveil until 10 September comes around, but that's only a week away. Plus, some of our suggestions here are probably just us looking into things a little too deeply, so don't get too excited based on our decoding skills.

Find out more about what to expect from Apple's 10 September event here.

The tagline
First up, there's the tagline: "This should brighten everyone's day."

"What should?" we ask.

At first we thought Apple could be referring to the invitation itself. It certainly brightened our day.

However, let's think more about the key word here: "brighten."

First up, the iPhone 5C is expected to come in multiple bright colours (see more on this below).

Second, the iPhone 5S is expected to have a dual LED flash, so maybe, just maybe, that's what Apple's referring to here.

Another key work could be "everyone". The iPhone 5C is expected to be a cheaper version of the iPhone, which could open up Apple's smartphones to more consumers who were previously unable to afford an iPhone, including emerging markets such as China.

The coloured circles
There are multiple coloured circles surrounding the Apple logo in the centre of the invitation. If the iPhone 5C does in fact launch next week, we expect that it will come in a variety of colours.

We counted nine different colours plus the white circles in the invitation, but the iPhone 5C is only expected to come in five colours: white, green, blue, red, and yellow.

The colours in the invitation do seem to match with the colours found in iOS 7, Apple's upcoming mobile operating system, too. iOS 7 is also expected to be released during the 10 September event.

The white circles in the invitation strike us as a significant clue, because Apple has gone to the effort to include them despite the fact that they require a grey stroke around them. Could those white circles represent the Home button, perhaps? It's been rumoured that the iPhone 5S will have a fingerprint sensor beneath the Home button.


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