Apple will host its annual fall event on September 9 at the Steve Jobs Theater in Cupertino, showcasing new iPhones, Apple Watches and other devices with an emphasis on artificial intelligence integration. Media reports anticipate a slimmer iPhone possibly called the iPhone Air, new entry-level and high-end Apple Watches, upgraded iPad Pros and a faster Vision Pro headset. Investors are watching amid concerns that Apple has ceded AI ground to faster rivals. Apple has boosted U.S. investment to $600 billion over four years amid tariff pressures. Recent software and UI overhauls include features described as "liquid glass."
Apple will host its annual fall event on September 9, according to an invite on Tuesday, where the company is expected to unveil new iPhones, watches and other devices. The event will be held at the Steve Jobs Theater at Apple's headquarters in Cupertino, California and serve as a showcase of the company's efforts to integrate artificial intelligence into its devices.
Apple faces pressure from tariffs imposed on U.S. imports from countries including its production hubs, China and India. In June, Apple announced a slew of AI and software features, along with an overhaul of its operating system - redesigning its icons and menu to resemble what it calls "liquid glass." However, Apple's delay in embracing the AI market has left it trailing Big Tech stalwarts.
The event will be closely watched by investors worried about the company ceding ground to faster-moving rivals in the race to deploy AI technology. Media reports have said Apple will also unveil a slimmer version of its latest iPhone, possibly branded as the iPhone Air, echoing its iPad Air and MacBook Air lines. The company is also expected to showcase new entry-level, high-end Apple Watches, upgraded iPad Pros and a faster version of the Vision Pro headset, Bloomberg News has reported recently.
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