- Apple’s autumn event on 9 September is expected to unveil new iPhones and AI-driven updates amid a global sales slowdown.
- The company is facing increased competition from Samsung and Google, making this product launch crucial to its future.
OUR TAKE
Apple will hold its autumn event on 9 September at its headquarters in Cupertino, where it is expected to unveil new iPhones and updates to other devices and apps. This event is especially important for Apple because they want to reverse a global sales slowdown, especially in China, and show us their AI strategy. While Apple’s move into AI is promising, the company faces tough competition from rivals like Samsung and Google, who have already integrated AI features into their devices. So, I think Apple’s ability to effectively use AI in its products will be key to regaining its market position.
–Heidi Luo, BTW reporter
What happened
Apple has confirmed that it will hold its fall event on 9 September at its Cupertino headquarters, where it is expected to unveil new iPhones and updates to other devices and apps.
The announcement comes as the company faces a global sales slowdown, particularly in China, and is looking to regain momentum with its latest product launches.
The event is also expected to see the unveiling of Apple’s AI-driven features, including a revamped Siri and integration with ChatGPT.
The company’s third-quarter sales were boosted by the iPhone 15 series, which will include the new AI features, although overall sales in China fell 6.5% due to competition from local brands such as Huawei.
Also read: Apple to unveil iPhone 16 lineup on September 9, teases ‘Glowtime’ event
Also read: Apple names insider Kevan Parekh as new CFO, replacing Maestri
Why it’s important
At its developers conference in June, Apple unveiled these AI features under the ‘Apple Intelligence‘ brand, which will only be available on its latest devices.
Meanwhile, rivals such as Samsung and Google have already introduced AI capabilities in their latest smartphones, putting pressure on Apple to deliver.
This event marks a critical moment for Apple as it seeks to reinvigorate its global sales, particularly in the Chinese market. Apple’s AI advancements are crucial to maintaining its competitive edge, especially as rivals have already integrated AI into their latest smartphones. The company’s ability to leverage AI will determine whether it can regain market share and spark consumer interest.
