Apple to hold fall event on Sept. 9, new iPhones expected
The event invitation, which teases "It's Glowtime," does not provide additional details. Traditionally, Apple uses this fall event, its most significant annual product showcase, to announce new iPhones and Apple Watches.
Apple (AAPL.O) announced on Monday that it will host its fall event on September 9 at its Cupertino, California headquarters, where it is expected to unveil a new lineup of iPhones along with updates to other devices and apps.
These upcoming launches are pivotal for Apple as it aims to counteract a global sales decline, particularly in China, and to present its strategy for artificial intelligence (AI). At its developers conference in June, Apple introduced a range of AI enhancements under the "Apple Intelligence" banner, including a revamped Siri and integration with ChatGPT.
These AI features will only be available on the latest Apple devices and will be introduced gradually starting later this year.
Apple is under increasing pressure from competitors like Samsung (005930.KS) and Alphabet's Google (GOOGL.O), which have recently launched AI functionalities with their new Galaxy and Pixel smartphones, respectively.
The event invitation, which teases "It's Glowtime," does not provide additional details. Traditionally, Apple uses this fall event, its most significant annual product showcase, to announce new iPhones and Apple Watches.
In recent years, iPhone sales have faced challenges due to a lack of major upgrades in newer models and strong competition from Android smartphones with high-end features at lower prices. However, Apple reported better-than-expected third-quarter sales, boosted by the iPhone 15 series, which will feature the new AI capabilities. Despite this, overall sales in China fell by a larger-than-expected 6.5%, largely due to competition from Chinese smartphone brands, particularly Huawei.
