Apple set to unveil new iPhones as AI features take the spotlight
At its fall event, Apple will likely showcase new AI features as it faces increasing pressure from Samsung and Google.
Apple is set to host its fall event on 9 September at its Cupertino headquarters, where it is expected to introduce new iPhones and updates to other devices and apps. The event comes at a critical time as the company looks to counter a slowdown in global sales, particularly in China, and outline its AI roadmap.
At its developers conference in June, Apple announced a series of AI-driven features under the ‘Apple Intelligence’ banner, including improvements to Siri and a ChatGPT integration. However, these features will be available only on the latest Apple devices, with a gradual rollout expected later this year.
Competitors like Samsung and Google’s Alphabet have already released AI functionality alongside their new Galaxy and Pixel smartphones. Apple is under increasing pressure to match these innovations as it faces growing competition in the high-end smartphone market.
While Apple has reported better-than-expected sales in its third quarter, overall iPhone sales have slowed due to fewer significant upgrades and fierce competition from Android-based smartphones offering advanced features at lower prices. In China, sales dropped by 6.5%, largely due to increased pressure from local brands, particularly Huawei.
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