Apple’s most anticipated event of the year is set for Monday, when the company will unveil its latest iPhones and introduce a new artificial intelligence (AI) platform. The event will take place at Apple’s headquarters in Cupertino, California, on September 9. The unusual timing — typically, Apple avoids Monday launches — allows the company to get ahead of a busy Tuesday, which includes a U.S. presidential debate and a European Commission ruling on whether Apple must pay $14 billion in taxes related to its agreement with Ireland.
The highlight of the event will be the introduction of the iPhone 16 lineup, along with major updates to the Apple Watch and AirPods. Apple is also set to unveil “Apple Intelligence,” a new suite of AI tools, including an updated Siri digital assistant. The event’s theme, “It’s Glow time,” hints at Siri’s revamped interface.
The stakes are high for Apple, which aims to prove to both consumers and investors that it’s becoming a key player in generative AI. However, Apple Intelligence is still under development, with many key features delayed until next year. Currently, the platform focuses on summarizing messages and notifications, falling short of the interactivity seen in rival systems.
Despite these challenges, Monday’s announcements are expected to refresh Apple’s core products, which generate around 60% of its annual revenue and fuel spending on its services. This comes at a crucial time as the company works to recover from its longest sales slump in decades.
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