Apple is set to host its highly anticipated fall event on September 9 at its headquarters in Cupertino, California. The company is expected to unveil a series of new iPhone models and updates to other devices and applications.
This upcoming event holds crucial significance for Apple as it aims to address a global sales slowdown, particularly in the Chinese market, and outline its roadmap for artificial intelligence (AI) integration.
At the company’s developers conference in June, Apple announced a suite of AI features under the “Apple Intelligence” umbrella, including a revamped Siri and integration with ChatGPT. However, these advanced capabilities will only be available on the latest Apple devices and will be rolled out gradually starting later this year.
Apple faces growing competition from rivals such as Samsung and Alphabet’s Google, who have recently introduced their own AI functionalities alongside new Galaxy and Pixel smartphone models.
Read more: Apple’s iPhone sales jump 52 percent in China during April 2024
Apple’s biggest product showcase
While the event invitation cryptically teases “It’s Glowtime,” Apple has not provided any further details. Traditionally, the fall event is Apple’s biggest product showcase, where the company typically unveils new iPhones and watches.
Over the past few years, Apple’s iPhone sales have experienced a deceleration, which can be attributed to a perceived lack of significant advancements in newer iterations of the device, as well as heightened competition from Android-based smartphone manufacturers that offer high-end features at more accessible price points, according to reporting by Reuters.
Apple has indicated that its third-quarter sales performed better than expected, buoyed by the success of the iPhone 15 series, which is set to receive the new AI-powered features. However, overall sales in China have dropped by more than 6.5 percent, partially due to the strong presence of Chinese smartphone brands, particularly Huawei.
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