Apple out to renew iPhone frenzy at age 10

San Francisco

WITH Apple set to unveil its newest iPhones, a key question for the California tech giant is whether it can recapture the magic from its first release a decade ago.

The keenly anticipated media event on Tuesday will be the first in the Steve Jobs Theater at Apple's new "spaceship" campus in Silicon Valley, evoking the memory of the company's late co-founder and iconic pitchman.

Mr Jobs introduced the first iPhone on Jan 9, 2007 and set the stage for mobile computing - and an entire industry revolving around it. The first devices became an instant hit as they went on sale on June 29 of that year.

Apple as usual has revealed little about the Sept 12 event in Cupertino. Invitations provided the date, time, location and a message that read: "Let's meet at our place." The timing, however, is in sync with Apple's annual unveiling of new iPhone mode…