SAN FRANCISCO: Apple is set to unveil its latest iPhone models on Monday, featuring new generative AI capabilities as the tech giant aims to boost sales of its flagship device.
The company, founded by Steve Jobs, has kept details of the upcoming launch event, titled “Glowtime,” under wraps. The event will be held at Apple’s headquarters in Cupertino, Silicon Valley.
This time of year typically sees Apple updating its iPhone lineup, and the anticipated iPhone 16 is expected to play a significant role. Apple hopes the new models, enhanced with advanced AI features, will entice customers.
The iPhone remains a crucial revenue driver for Apple, accounting for approximately 60% of the company’s sales, which totaled $39 billion last quarter. It also serves as the gateway to Apple’s expanding suite of services, including the App Store and Apple TV.
Apple is emerging from a prolonged sales slump, as users have been holding onto their older iPhones for longer periods.
According to Forrester principal analyst Dipanjan Chatterjee, the iPhone 16’s significance lies not in its exterior design but in its internal “Apple Intelligence”—a new suite of AI-driven software features introduced at the company’s annual developers conference in June.
This includes AI-enhanced image editing, translation, and creative messaging features, though it does not yet promise the groundbreaking advancements seen in offerings from other AI leaders like OpenAI or Google.
Apple also plans to upgrade its digital assistant, Siri, which will now appear as a pulsating light on the home screen. Creative Strategies analyst Carolina Milanesi expects Siri to be a major topic of discussion at the event.
Despite being launched over 12 years ago, Siri has been overshadowed by newer AI assistants like GPT-4 from OpenAI.
Analysts anticipate that the iPhone 16 will feature custom chips designed to support these new AI capabilities, including the upgraded Siri. Techsponential analyst Avi Greengart believes this move aims to dispel the notion that iPhone updates are merely incremental hardware and software improvements.
He envisions a future where a “super-powered Siri” could significantly transform the iPhone experience.
Apple’s announcement comes shortly after Google unveiled its AI-infused Pixel 9 smartphones last month, challenging the iPhone’s dominance. Despite its small share of the global smartphone market, Google has touted its new Pixel line as a step towards realizing the true potential of AI for consumers.
Similarly, Samsung has been showcasing AI features across its range of consumer electronics as it seeks to maintain its leadership in global smartphone sales.
