Cupertino, CA — Apple Inc. has officially invited media and industry insiders to its highly anticipated product launch event on September 9, where the tech giant is expected to unveil the iPhone 16 and a suite of other new devices. The event will take place at the Steve Jobs Theater in Apple Park, Cupertino, California.
Themed “It’s Glowtime,” the event name alludes to a new interface feature associated with Apple’s latest Siri digital assistant. Originally slated for September 10, the event has been rescheduled by one day. The change is likely due to a scheduling conflict with the first presidential debate between Vice President Kamala Harris and Republican candidate Donald Trump, which is set for September 10.
The iPhone 16 lineup is anticipated to feature several upgrades, including larger screens for the Pro models and enhanced camera capabilities, such as a new dedicated photo button. The highlight of the keynote will be the introduction of Apple Intelligence—a comprehensive suite of AI features integrated across the new iPhone models.
In addition to the new iPhones, Apple is set to showcase significant updates to its smartwatch and AirPods ranges. The upcoming standard Apple Watch will sport larger displays and a slimmer profile, while the revamped Watch SE will introduce a plastic version for the first time.
Apple is also launching two new AirPods models: a budget-friendly replacement for the 2019 version and a refreshed mid-tier option, set to replace the 2021 model. Both new AirPods will feature designs akin to the AirPods Pro, with the mid-tier version including noise cancellation for the first time.
The September 9 event is crucial for Apple as it seeks to rejuvenate its iPhone and wearable-device sales. During its recent earnings call, Apple projected stagnant iPhone sales for the current quarter, though the company refrained from commenting on the holiday season outlook.
The new iPhones are expected to hit the market around September 20, potentially capturing a portion of sales within the current quarter. A further boost may come in October with the launch of Apple Intelligence as part of the iOS 18.1 update, although initial iPhone 16 models will ship with iOS 18.0, lacking the new AI enhancements.
