• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
TechApple

Apple Analyst: Prepare To Be Underwhelmed on Monday

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
March 20, 2016, 9:32 AM ET
Apple Chief Executive Tim Cook gestures as he unveils the Apple Watch during an Apple event at the Flint Center in Cupertino
Apple Chief Executive (CEO) Tim Cook gestures as he unveils the Apple Watch during an Apple event at the Flint Center in Cupertino, California, September 9, 2014. REUTERS/Stephen Lam (UNITED STATES - Tags: BUSINESS SCIENCE TECHNOLOGY) - RTR45LGFPhotograph by Stephen Lam — Reuters

“We worry investors will find the next several Apple media events underwhelming,” wrote Oppenheimer analyst Andrew Uerkwitz in a note to clients Friday.

“While we expect to see several ‘under the hood’ improvements across devices, we are not expecting the same exuberance as last year when Apple shared final details of the Apple Watch.”

He’s got a point. Tuesday’s San Bernardino court hearing holds more excitement for me than the rumored line-up for Monday’s “in the loop” event: 4-inch iPhone, 9.7-inch iPad Pro, new Watch bands, OS updates.

So Uerkwitz, as if to justify his “outperform” rating on Apple (AAPL), cast his mind beyond Monday’s event and put out a report titled “Looking into Our Crystal Ball.”

Subscribe to Data Sheet, Fortune’s daily tech newsletter.

Here’s what he sees coming from Cupertino over the next two years (I quote):

  • Capturing Leadership in Smartphone Cameras: The iPhone cameras best embody Apple’s ability to elevate off-the-shelf components with superior software engineering skills to differentiate themselves from competition. We believe a series of major overhauls are in line for the upcoming iPhones—we see 360 video and depth sensing as the most likely new features.
  • Siri—The Omnipresent AI Assistant Across All Devices: We believe Apple will continue to push wider deployment of Siri. This year, we believe Apple will encourage third-party developers to link with Siri in more meaningful ways, as a counterattack to “OK Google” and Amazon Echo.
  • One More Thing—VR: We believe Apple has been building up to release a mobile VR headset based on potential changes in display technology (OLED), GPU improvement (consistent doubling of performance in recent iterations), and the introduction of more sophisticated sensor fusion, all of which will allow Apple to introduce a VR headset that utilizes current iPhones or iPads.
  • Incremental Improvements: Other non-essential improvements we believe Apple may gradually roll out for its hardware and software are weather proofing, better battery life, lighter and thinner industrial designs, introduction of new materials, and enhancement and expanding partnerships for HomeKit, HealthKit, CarPlay, and Apple Pay
  • Bottom Line: We believe Apple’s broadened device line-up and improving user experience will continue to add leverage to its ecosystem, allowing the company to engage and retain users previously untouched. It does this in small steps—and ultimately enables the company to create the next big thing. We don’t see this model changing—but we do believe it could frustrate investors.

.

Note that when Uerkwitz looked into his crystal ball, he saw neither a car nor a streaming TV service.

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

Photo of vegan cheese products
AITech
A Mark Cuban–backed vegan cheese company trained AI to scrutinize cardboard boxes. It’s saved $400,000
By Jake AngeloMay 1, 2026
15 hours ago
Young trade worker learning on job
SuccessHiring
Forget Big Tech: Small businesses will hire nearly 1 million grads in 2026—and some of the hottest roles are gloriously AI-proof
By Emma BurleighMay 1, 2026
17 hours ago
Andrew McAfee
SuccessCareers
MIT AI expert warns automating Gen Z entry-level jobs could backfire—and cost companies their future workforce
By Preston ForeMay 1, 2026
17 hours ago
duke
Big TechAmazon
Amazon Prime Video reaches deal with Duke Blue Devils to air 3 games per season
By The Associated PressMay 1, 2026
19 hours ago
valerie
CommentaryLayoffs
Tesla’s former HR chief: the AI layoff panic Is built on a false premise—here’s what most workers need to know
By Valerie Capers WorkmanMay 1, 2026
19 hours ago
AI
AIdisruption
Meet the Americans dismissing AI hype and using it with ingenuity: ‘The efficiencies gained out of it have been tremendous’
By Cathy Bussewitz and The Associated PressMay 1, 2026
19 hours ago

Most Popular

Scott Bessent on financial literacy: 'it drives me crazy' to see young men in blue-collar construction jobs playing the lottery
Personal Finance
Scott Bessent on financial literacy: 'it drives me crazy' to see young men in blue-collar construction jobs playing the lottery
By Fatima Hussein and The Associated PressMay 1, 2026
19 hours ago
China dominates the world's lithium supply. The U.S. just found 328 years' worth in its own backyard
North America
China dominates the world's lithium supply. The U.S. just found 328 years' worth in its own backyard
By Jake AngeloApril 30, 2026
2 days ago
The U.S. economy is booming — just not where 50 million Americans live
Commentary
The U.S. economy is booming — just not where 50 million Americans live
By Derek KilmerMay 1, 2026
24 hours ago
Apple cofounder Ronald Wayne—whose stake would be worth up to $400 billion had he not sold it in 1976—says that at 91, he has no regrets
Success
Apple cofounder Ronald Wayne—whose stake would be worth up to $400 billion had he not sold it in 1976—says that at 91, he has no regrets
By Preston ForeApril 27, 2026
5 days ago
Current price of oil as of May 1, 2026
Personal Finance
Current price of oil as of May 1, 2026
By Joseph HostetlerMay 1, 2026
20 hours ago
A Chick-fil-A worker got fired and then showed up behind the register to allegedly refund himself over $80,000 in mac and cheese
Law
A Chick-fil-A worker got fired and then showed up behind the register to allegedly refund himself over $80,000 in mac and cheese
By Catherina GioinoMay 1, 2026
15 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.