- Apple’s next special event is set for Monday, September 9 at 10 a.m. PT, where the iPhone 16 series and new products will be unveiled.
- A strong upgrade cycle is anticipated for the new iPhone range, with AI features expected to be a key selling point for the latest devices.
OUR TAKE
Apple’s September 9 event is set to be pivotal as it not only introduces new hardware but also highlights the company’s growing focus on AI. With competitors like Samsung and Google pushing their own AI advancements, Apple’s integration of AI features into its products could be a strategic move to stay competitive. The success of this event will be crucial for Apple, especially in light of recent sales declines in China. If Apple can effectively demonstrate the value of its new AI capabilities and rejuvenate interest in its products, it might help reverse the recent slowdown in its global sales.
-Tacy Ding，BTW reporter
What happened
Apple has announced that its next special event will be held on Monday, September 9 starting at 10 a.m. Pacific Time, meaning that the iPhone 16 series and other new products should be unveiled in just a few weeks from now.
The launch event will be streamed live on Apple’s website and YouTube. Since 2020, Apple has been using pre-recorded videos to unveil its products.
Apple is expected to announce the release date for the iOS 18 update, which is currently available as a public beta. Additionally, release dates for iPadOS 18, watchOS 11, and macOS Sequoia are likely to be set during the September 9 event.
At its developers’ conference in June, Apple introduced a range of AI features under the banner “Apple Intelligence,” which included a revamped Siri and integration with ChatGPT.
However, these features will only be available on the latest Apple devices and will be rolled out gradually, beginning later this year.
Also read：Apple plans to unveil new range of products next month
Also read：Apple set to unveil AI-powered iPhone 16
Why it‘s important
While Apple’s event invitation hints with the phrase “It’s Glowtime,” no additional details have been disclosed. The company usually unveils new iPhones and Apple Watches at the fall event, which is its largest product showcase of the year.
The upcoming launches are critical for Apple as the company seeks to reverse a global sales slowdown, especially in China, and to outline its roadmap for artificial intelligence (AI).
Apple is facing growing pressure from competitors like Samsung (005930.KS) and Alphabet’s Google (GOOGL.O), both of which have recently introduced AI features with their new Galaxy and Pixel smartphones, respectively.
Apple has reported that its third-quarter sales were better than expected, driven by the success of the iPhone 15, its latest series, which is set to receive new AI features. However, overall sales in China fell by 6.5%, a sharper decline than anticipated, primarily due to competition from Chinese smartphone brands, particularly Huawei.
