Apple plans to launch its newest iPhone line on Monday. The line will feature generative AI technology, which the company hopes will boost sales of its flagship product.
The company has revealed few details about the “Glowtime” event at its Cupertino headquarters, maintaining its usual secrecy about new launches.
This annual event typically updates the iPhone lineup, with the expected iPhone 16 designed to attract customers with innovative AI features.
Last quarter, iPhone sales, which represent about 60% of Apple’s revenue, reached $39 billion. The device is a key portal to Apple’s services, including the App Store and Apple TV.
Emerging from a sales dip, as users increasingly keep older models longer, Apple looks to make a significant impact with the iPhone 16. “This release will be notable, not for its external features but for what it houses internally — Apple Intelligence,” stated Dipanjan Chatterjee, a principal analyst at Forrester.
Apple Intelligence, a new set of AI software features, was announced at Apple’s developer conference in June. Early functions include AI-enhanced image editing and translation, although they do not reach the ambitious levels some competitors offer.
Apple also plans to enhance Siri, which will soon appear as a pulsating light at the edge of the home screen. “Siri will be prominently discussed at Monday’s event,” claimed Carolina Milanesi from Creative Strategies. Over 12 years after its debut, Siri lags behind newer technologies like GPT-4o from OpenAI.
Industry experts expect the iPhone 16 to include custom chips that support these AI upgrades, including the Siri update.
Apple’s long-term vision includes a “super-powered Siri” that works across all apps, significantly altering the iPhone experience.
Following closely behind Google’s launch of the AI-driven Pixel 9, Apple’s announcement positions the iPhone as a direct competitor. Although Pixels hold a minor share of the global smartphone market, Google views its new line as a demonstration of AI’s practical benefits.
Meanwhile, Samsung has also been embedding AI across its range of consumer electronics, aiming to maintain its global leadership in smartphone sales.
