When Apple Inc. (NASDAQ: AAPL) announces its latest iPhone models this fall, the company is expected to be on track to produce 90 million new devices this year. This number represents a 20% increase over Apple’s typical new product production of around 75 million units.

According to anonymous Bloomberg sources, this year’s new iPhones will see incremental, fine-tuned and improved changes compared to the 5G-enabled iPhone 12 series that was introduced last fall. Upcoming phones would focus on improvements to the camera, processor, and display. Updates will be included for all four iPhone 12 series phones, and the announcement is expected to take place in September.

Last year, Apple launched the iPhone 12 series last October with the first shipments of the top-of-the-line Pro Max model in mid-November. Moving this year’s release to September involves at least an additional month of sales and, according to Bloomberg analyst Matthew Kanterman, “[T]Growth expected in the initial production ramp is skewed by the fact that the iPhone 12 was released later than normal in 2020, while the next iPhone is expected to return to the normal release window in late September.

Apple added a MagSafe battery to its iPhone 12 accessories on Tuesday. The $ 99 device offers “safe and reliable wireless charging” of an iPhone 12 series phone. According to Apple’s description, the battery ” charges automatically, so there is no need to turn it on or off. There is also no interference with your credit cards or key chains.

The MagSafe battery snaps onto the back of an iPhone 12 with “perfectly aligned magnets” that keep the battery attached to the phone. The battery can also be used with a Lightning cable to provide 15W charging power from a wall outlet. More powerful 20W or 30W adapters are also available. Lightning cables cost $ 19 (1 meter) or $ 35 (2 meters). The 20W adapter costs $ 19 and the 30W adapter costs $ 49.

According to Brian Bowman, CEO of marketing services firm Consumer Acquisition, Apple’s recently released application tracking transparency feature has had a “devastating impact” on social ad spend. In an interview with VentureBeat, Bowman said his company’s analysis of some $ 300 million in paid spending indicates that iOS advertisers “are seeing a 15-20% drop in revenue and an inflation of unallocated organic traffic. “.

Only 20% of iPhone users allow tracking when iOS displays the app tracking prompt. Bowman acknowledges that Apple has succeeded in positioning itself as a privacy protector:

It is not a question of confidentiality. It’s a matter of personalization. Apple has done a phenomenal public relations job. They do not offer privacy. What they do is centralize and store the data. You have to use their app store. You have to use their payment gateway. They include your voice, fingerprint, and health data. They understand the way you buy. It’s not privacy. Apple defines privacy by saying that they get all data and therefore is private. It’s absurd.