According to an invitation sent out Monday, Apple will hold its fall event on September 9 at its headquarters in Cupertino, California, where it is expected to unveil a number of new iPhones as well as updates for other devices and apps.
The upcoming product launches are crucial for Apple as the company looks to reverse its global sales decline, particularly in China, and lay out its roadmap for artificial intelligence.
At its developer conference in June, Apple announced a number of AI features under the umbrella of “Apple Intelligence,” including a redesigned Siri and integration with ChatGPT.
However, these features are only available on the latest Apple devices and will be introduced gradually starting at the end of the year.
Apple is facing increasing pressure from competitors such as Samsung and Alphabet’s Google, which recently announced AI functionality along with their new Galaxy and Pixel smartphones.
While Apple’s invitation to the event touts “It’s Glowtime,” no further details were revealed. The company typically announces new iPhones and watches at the fall event, its biggest product showcase each year.
iPhone sales have been declining in recent years due to a lack of significant upgrades in newer models and competition from Android-based smartphone brands that offer high-end specs at lower prices.
Apple has said its third-quarter revenues were better than expected thanks to the iPhone 15, its latest series that is expected to receive the new AI features. Total revenues in China fell more than expected at 6.5%, due to pressure from Chinese smartphone brands, especially Huawei.
