Apple is set to unveil its latest iPhone and a slew of other new hardware on Monday. during its biggest product launch of the year.
The event, held at Apple’s headquarters in Cupertino, California, featured the tagline “It’s Glowtime” and a colorful halo around the company’s logo. New colors are rumored to be coming to the iPhone and other Apple products.
Apple’s fall product launch has become one of the company’s most important annual events because it typically shows off a slew of new devices and sets the tone for the holiday shopping season, Apple’s busiest and most profitable period. These new products usually generate a lot of speculation in the tech industry and among the company’s fans.
In the run-up to the event, reports that Apple would switch from LCD to OLED screens and rumors of a dedicated photo button circulated. Early reports of the event also predicted that the tech giant would expand its AI “Apple Intelligence” capabilities.
Earlier this year at Apple’s Worldwide Developers Conference (WWDC), the company announced a number of ways it plans to integrate AI capabilities into its products and services. The biggest of these is a partnership with OpenAI to combine ChatGPT technology with Apple’s Siri voice assistant, which executives promised would enable a more “natural” mode of interaction.
Apple’s announcement at WWDC that it would introduce more artificial intelligence marks a turning point for the company, which had previously held off on releasing AI tools for consumers longer than rivals such as Microsoft. The company’s hesitation to roll out new generative AI features had previously frustrated investors and analysts who had been waiting for the company to release its own technology.
Apple’s shares have surged this year as enthusiasm for generative artificial intelligence and revenue growth have boosted big tech stocks. However, the company has struggled in recent years with declining global smartphone sales and the rise of rivals such as Huawei in key markets, especially China. Huawei is expected to unveil its own new lineup of products within hours of Apple’s event.
Another looming event is the massive antitrust lawsuit filed by the U.S. Department of Justice against Apple, alleging that it built and maintained an illegal monopoly in the smartphone market. Apple has denied the allegations in the case, which could take years to decide.
