(Reuters) – Apple is planning its biggest product launch event of the year on Sept. 10, where the company will unveil the latest iPhones, watches and AirPods, Bloomberg News reported on Friday, citing people familiar with the situation.
The company is currently preparing for this date, although the exact date has not yet been announced. The phones will then go on sale on September 20, which is Apple’s typical approach in recent years, the report said.
Apple did not immediately respond to Reuters’ request for comment.
Analysts expect a strong upgrade cycle for the iPhone 16 series, and Apple is expected to release what they believe is the biggest software upgrade for the iPhone, including artificial intelligence features and coming at a time when rivals like Samsung have been quicker to introduce similar services.
The new product launches come as Apple forecasts continued growth and relies on artificial intelligence to attract buyers, even as the company’s China business disappointed overall in the third quarter.
According to Visible Alpha, sales in Apple’s third-largest market, China, fell 6.5 percent, more than expected (a decline of 2.4 percent).
During its annual developer conference in June, Apple unveiled a long-awaited AI strategy that will integrate new “Apple Intelligence” technology across its entire suite of apps, including Siri, and bring OpenAI’s ChatGPT chatbot to its devices.
Apple is still overly dependent on iPhone sales, and some analysts believe that a boost from new AI features is unlikely in the short term.
(Reporting by Juby Babu in Mexico City; Editing by Arun Koyyur)
