Apple Inc. is gearing up for its biggest annual event, set to take place on Monday, September 9, at its Cupertino, California headquarters. The tech giant will unveil its latest iPhones and introduce a new artificial intelligence platform during the highly anticipated presentation, which begins at 10 a.m. local time.
This year, the event’s timing is unusual, as Apple typically avoids Monday launches. The early schedule positions the company ahead of a busy Tuesday that includes a U.S. presidential debate and a crucial decision from the European Commission regarding Apple’s $14 billion tax dispute with Ireland.
While the new iPhone 16 series will be the centerpiece, Apple is also expected to announce significant updates to the Apple Watch and AirPods. The event, themed “It’s Glowtime,” will prominently feature Apple Intelligence, a new suite of AI tools that includes an upgraded version of Siri with a fresh interface.
Apple’s latest moves are seen as crucial in proving its capabilities in the competitive field of generative artificial intelligence, both to consumers and investors. Despite the high stakes, Apple Intelligence remains a work in progress, with some key features delayed until next year. The current focus is on enhancing message and notification summaries rather than matching the advanced interactivity of rival AI systems.
Still, the forthcoming updates are set to invigorate Apple’s core products, which contribute around 60% of the company’s annual revenue and drive spending on its growing services segment. These announcements come as Apple is emerging from its longest sales downturn in decades.
Expected Announcements at Apple’s September Event
iPhone 16 Series
As in previous years, Apple will introduce four new models: iPhone 16, 16 Plus, 16 Pro, and 16 Pro Max. The iPhone 16 and 16 Plus will feature minor updates, retaining the 6.1-inch and 6.7-inch screen sizes and aluminum casing of their predecessors. These models will be equipped with faster processors and an increased 8 GB of memory, up from the previous 6 GB, to support Apple Intelligence and other advanced features.
The non-Pro versions will also adopt the Action button found on current Pro models, along with vertically stacked rear cameras that enable spatial video recording compatible with Apple’s Vision Pro headsets.
The iPhone 16 Pro and Pro Max will largely retain the design of the iPhone 15 Pro but with expanded screen sizes—6.3 inches for the Pro and 6.9 inches for the Pro Max. These changes, along with slimmer bezels, aim to deliver a sleeker appearance.
Both Pro models will boast speedier chips optimized for AI, alongside 8 GB of memory to power Apple Intelligence. Camera enhancements include a shift to a 48-megapixel ultrawide lens, matching the megapixel count of the standard wide-angle camera on last year’s model. The iPhone 16 Pro will also gain a 5x optical zoom on the telephoto lens, matching the capabilities of the Pro Max.
One standout feature is a dedicated touch-sensitive button on the side of both Pro models, functioning like a DSLR shutter button, enabling users to focus with a light press and take photos with a firmer one. This button will also be capacitive, allowing swipes to switch between still and video modes and adjust zoom.
The overall design of the new iPhones will remain similar to last year, but the Pro models will introduce a new gold titanium color, replacing the blue titanium option. Meanwhile, the non-Pro models will see new shades, swapping yellow for white, and introducing green, pink, and blue.
AirPods
Apple plans to launch two new AirPods models, replacing the second- and third-generation earbuds. Both will resemble the AirPods Pro, featuring a new case with USB-C charging and enhanced audio quality. The mid-tier model will differentiate itself with a premium case equipped with a speaker for easier tracking via Apple’s Find My feature, as well as noise cancellation on par with the AirPods Pro.
Despite a recent software bug that caused rapid battery drain, the issue has been resolved before the products hit the market. Apple is also exploring new health functionalities for AirPods, aiming to develop them as alternatives to hearing aids and tools for hearing tests, though some enhancements may be delayed.
An updated version of AirPods Pro is anticipated next year, bringing an improved design and noise cancellation. Apple is also working on refreshed AirPods Max headphones that will offer new colors and switch to USB-C in compliance with EU regulations, though current inventory levels suggest the update may be delayed.
Apple Watch
For the first time in two years, Apple will update all its Apple Watch models simultaneously, including a new low-end SE, a mid-range Series 10, and the high-end Ultra 3. The Ultra 3 will see only internal updates, while the Series 10 will receive a notable redesign, marking a decade since the Apple Watch’s debut.
The Series 10 will feature a slightly larger screen and a slimmer case compared to its predecessor. However, despite the AI advancements on other devices, Apple Watch will not gain significant new Apple Intelligence capabilities, with any AI features likely tied to future health coaching services.
Legal challenges have impacted the Apple Watch updates, notably the removal of blood-oxygen sensing technology due to an ongoing patent lawsuit with Masimo Corp. There is no indication that this feature will return soon, which could influence consumer decisions about upgrading.
A new sleep apnea detection feature is on the horizon, building on current sleep tracking capabilities. This feature will help detect potential sleep apnea, advising users to seek medical evaluation. However, the function may not be ready at the launch of the new models. Apple’s plans for integrating high blood pressure detection into the Watch appear delayed, with no immediate release expected.
Other Apple Products
Apple continues to transition its Mac lineup to the new M4 chips, with updates expected for the MacBook Pro, Mac mini, and iMac. However, these upgrades are likely to debut at a later event in October rather than the September showcase.
While an update to the Apple TV set-top box has been in the works, no new model is imminent, as current inventory remains sufficient. A new iPhone SE with an OLED display and other advanced features is in advanced testing but won’t be released until next year, along with an updated AirTag. Apple also plans to reveal new iPad models, including an enhanced mini version, during its October event alongside the M4 Macs.
