Apple is set to host its fall event on September 9 at its headquarters in Cupertino, California, where it is expected to unveil new iPhones and updates to other devices and apps. The upcoming launches are crucial for Apple as it aims to reverse a global sales slowdown, particularly in China, and outline its artificial intelligence (AI) roadmap.
At the developers conference in June, Apple announced several AI features under the new “Apple Intelligence” umbrella, including a revamped Siri and integration with ChatGPT. These features will be exclusive to the latest Apple devices and will be rolled out gradually later this year. Competitors such as Samsung and Google have also introduced AI functionality with their new smartphones.
With the event invite teasing “It’s Glowtime,” Apple typically announces new iPhones and watches at its fall event, considered the company’s biggest product showcase each year. iPhone sales have been slowing down due to lack of significant upgrades in newer models and competition from Android-based brands offering high-end features at lower prices.
Apple reported better-than-expected third-quarter sales driven by iPhone 15, set to receive the new AI features. Sales in China dropped more than expected, facing pressure from Chinese smartphone brands, particularly Huawei. The upcoming launches are critical for Apple to regain momentum and stay competitive in the global market.
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