Apple on Tuesday announcing the latest iPhone, among other 1gadgets, and trying to get consumers 2hyped in uncertain economic times.

 

Apple's latest gadgets land as President Donald Trump's trade wars 3squeeze the company's 4bottom line. The tech giant expects to take a $1.1 billion tariff-related 5hit just this quarter and as consumers eye 6big-ticket purchases more carefully.

 

"It has to be worth it for someone to say, 'OK, let me 7trade in my device and and get a phone that costs more than $1,000.'"

 

CNET senior technology reporter Abrar al-Heeti says Apple's recent offerings and sales have had 8ups and downs.

 

"This does feel like a really critical time for Apple to 9stand out — whether it's making its devices more powerful or 10rolling out something like a thinner iPhone. This is the time for it to say, 'We are still an 11innovative company. We are still on top of our game.'"

 

In the tariff environment, Courtney Lindwall of Consumer Reports says their price-tracking analysts have noticed tech companies overall taking a more 12conservative approach to new products.

 

"Companies are not 13putting out as many new models, and those models maybe aren't taking as many 14leaps forward with new features, innovation. So it just seems like, 15in general, there's a bit more perhaps conservatism and like companies are waiting to see."

 

As consumers, Lindwall says reason with the value of an upgrade.

 

"Making folks feel like there's something worth it to go out and buy — something exciting to go out and buy — so I'm sure Apple is feeling that pressure."