Apple event set for September 9th

Apple sent out invitations today for a special event on September 9th, featuring the tagline “It’s Glowtime.”

“It’s Glowtime”

The company is expected to launch the iPhone 16 lineup. According to The Verge, the big change is expected to be a switch to a vertically aligned camera system on the back. The new iPhones might also get bigger screens and are rumored to available in a news bronze color. All models are expected to have the Action Button, which was exclusive to the Pro line with the iPhone 15. 

Focus on AI

The focus of this year’s event is expected to be on the integration of artificial intelligence into the iPhone. Apple announced its “Apple Intelligence” framework at its Worldwide Developers Conference in June, promising features like suggested email responses, image creation, and enhanced Siri capabilities. However, some of these features may not be available immediately upon the iPhone’s release.

Catch up to competitors in AI race 

Apple’s push into AI comes as competitors like Microsoft, Meta, and Google have made significant investments in generative AI technologies. The company hopes that its AI-powered features will differentiate the iPhone from rivals and encourage users to upgrade their devices.

Sales of the iPhone have been sluggish. For its fiscal third quarter that ended in June, iPhone sales declined nearly 1% from the prior year to about $39.3 billion.

The September 9th event will take place at the Steve Jobs Theater on Apple’s campus in Cupertino, California. It is expected to be streamed on Apple’s website and YouTube. Apple is also rumored to launch the Apple Watch Series 10 and two versions of new AirPods at the event.