Apple is set to unveil its latest iPhone on September 9, with insiders hinting that the focus will be on its new AI platform, Apple Intelligence, rather than hardware upgrades.
Apple Intelligence is expected to take center stage at the launch, signaling Apple’s entry into the artificial intelligence race. Ahead of the event, the company is reportedly training store employees on the new AI features. On Monday, Apple’s marketing chief, Greg Joswiak, teased the upcoming “Glowtime” event on X, posting, “We’re glowing with excitement! Monday, September 9. #AppleEvent,” along with a glowing Apple logo.
The event will take place at the Steve Jobs Theater at Apple Park and will be streamed online. Notable figures like Bloomberg’s Mark Gurman and tech reviewer Marques Brownlee shared their invites to the in-person event, both featuring a glowing Apple symbol. Gurman suggested this design hints at the newly revamped Siri virtual assistant.
Gurman has reported that Apple Intelligence will initially be free, with possible subscription options later for enhanced AI features. To use Apple Intelligence, users will need an iPhone 15 Pro or newer. Apple previously announced at its Worldwide Developers Conference in June that Siri would get smarter with iOS 18, thanks to Apple Intelligence and the company’s partnership with OpenAI.
In addition to the iPhone, Gurman has indicated that new models of AirPods and Apple Watch are also on the way. The Apple Watch Series 10 is expected to feature larger screens and a slimmer design, while mid-tier AirPods may gain noise cancellation, with updates to the entry-level models as well.
The iPhone 16 lineup is rumored to include the “action” button from the iPhone 15 Pro, with the Pro models also featuring a camera-control button similar to those on DSLR cameras, allowing users to partially press it for focusing. Gurman also mentioned a refreshed color lineup, including the return of rose gold, and noted that all new models will have the A18 chip and a minimum of 8 GB of memory to support Apple Intelligence.
Analyst Ming-Chi Kuo has predicted changes in the iPhone 16 Pro Max’s battery, suggesting it will have higher energy density, potentially leading to longer battery life or a smaller battery. Kuo also mentioned the possibility of a stainless-steel battery case to manage the increased battery temperature, which would be a first for Apple. These changes could help Apple meet the European Union’s requirement for replaceable batteries in all smartphones by 2027.
In June, Kuo noted on X that a stainless-steel case could allow Apple to increase battery cell density by 5-10% while still meeting safety standards, achieving both longer battery life and improved safety.
