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Apple’s most significant event of the year is here, unveiling the iPhone 16 lineup along with a host of AI-focused updates for iOS 18. Just like at the WWDC in June, Apple Intelligence is set to take center stage at this year's event, despite the excitement around anticipated hardware releases such as new Apple Watches, AirPods, and Macs. Broadcasting live from Cupertino, Apple’s “Glowtime” event began at 10 a.m. PT, and the livestream is still available for viewing.

It remains to be seen whether Monday’s announcements will ignite or delay a “supercycle” of customers upgrading to the new iPhone 16 lineup. However, Apple’s emphasis on AI as a key element of its future strategy is unmistakable. We’ll continue to update this post as the event progresses and as insights from the demo rooms and briefings emerge following the presentation.

In today’s issue:

• iPhone 16

• Apple Intelligence

• Camera controls on the iPhone 16

• iPhone 16 Pro, Pro Max

• Apple Watch Series 10

• Apple Watch Ultra

• AirPods 4

• AirPods Pro 2

• AirPods Max

iPhone 16

As expected, Apple CEO Tim Cook emphasized that the iPhone 16 “has been designed from the ground up for Apple Intelligence,” during its unveiling at the Apple event. The refreshed designs and new color options were also showcased. The iPhone 16 lineup features a camera control along the side, enabling physical interactions for accessing camera functionalities. Additionally, the new A18 chip, which Apple claims delivers a performance boost of up to 30 percent over the iPhone 15, powers the device. Pricing for the iPhone 16 starts at $799 for the 128GB model, with the iPhone 16 Plus starting at $899 for the same storage capacity.

Apple Intelligence

First introduced at WWDC, Apple Intelligence is largely being portrayed as a more private large language model working behind the scenes to enhance existing apps and features. Revisiting many of its WWDC announcements, Apple highlighted Intelligence’s capability to scan inboxes, providing summaries for emails and modifying notifications to offer concise overviews, with priority alerts being elevated to the top of their lists. Describing it as “a new era for Siri,” Apple emphasized that these Intelligence enhancements allow Siri to comprehend less clearly articulated requests, guide users through specific tasks on the iPhone, and gain on-screen awareness of ongoing actions.

Apple Intelligence is set to launch as a beta in the U.S. this fall, with localized English versions expanding to several markets by December. Additional languages, including Chinese, French, Japanese, and Spanish, are expected to roll out in 2025.

Apple also introduced visual search, powered by Apple Intelligence, which combines reverse image search with text recognition. This feature can, for instance, add event details to your calendar from a photo or extract information about a restaurant directly from its image.

Ultimately, one of the key questions emerging from Apple’s assertions about Intelligence’s ability to enhance user experiences across various product lines is straightforward: Has Siri become genuinely useful now?

Camera controls on the iPhone 16

One of the most significant physical changes in the iPhone 16 lineup is the introduction of the camera control button. This button responds to different types of physical gestures—light presses bring up clean previews, while a firm click captures a photo. Sliding a finger along the button allows for easy adjustment of dials and settings.

iPhone 16 Pro, Pro Max

Apple's higher-end iPhone models feature the anticipated screen upgrades, with the iPhone 16 Pro sporting a 6.3-inch display and the Pro Max boasting a 6.9-inch screen—the largest ever on an iPhone. Both the iPhone 16 Pro and Pro Max are powered by the new A18 Pro chip, come equipped with an upgraded camera offering faster shutter speeds, and have the capability to capture 4K video at 120 fps.

Apple Watch Series 10

Apple began the event by celebrating the tenth anniversary of the Apple Watch, unveiling a range of updates for the Apple Watch Series 10. The new lineup includes a refined design with more rounded corners and an adjusted aspect ratio, featuring Apple's first wide-angle OLED screens. The Series 10 display is up to 40 percent brighter when viewed at an angle, and it's the thinnest Apple Watch yet, measuring just 9.7mm and up to 10 percent lighter than previous models. As expected, AI plays a role in the Series 10, with a new photos watch face that uses AI to curate images displayed on the screen and translation tools that leverage machine learning for improved accuracy.

Additionally, Apple Watches are receiving an update to detect sleep apnea, pending FDA approval. This feature will be available on both the Series 10 and Series 9 models. The Apple Watch Series 10 will be priced starting at $399 and is set to launch on September 20.

Apple Watch Ultra

Apple has consistently promoted the Ultra as the go-to device for fitness enthusiasts, offering features like custom workouts, running track detection, and live activities for bike rides. After much anticipation, Apple revealed that there won’t be an Apple Watch Ultra 3 just yet. Instead, they announced a new satin black color option for the Ultra 2.

AirPods 4

Apple touts the new AirPods 4 as the “most comfortable AirPods ever,” featuring a redesigned look and the new A2 chip. The AirPods 4 will introduce Personalized Spatial Audio, along with machine learning enhancements that enable Siri to recognize head shakes as nods in response to prompts. The new AirPods 4 will be available starting September 20, with a base price of $129, and active noise cancellation included in the $179 tier.

AirPods Pro 2

Three key updates were highlighted for the AirPods Pro 2: prevention, awareness, and assistance. For prevention, Apple is introducing hearing protection, which will be enabled by default for passive noise reduction and managed through machine learning. In terms of awareness, a “clinically validated” hearing test will be available, allowing users to assess their hearing at any time.

As for assistance, new hearing aid features will be introduced for users whose hearing tests indicate they could benefit from these enhancements. Apple expects FDA clearance for these features “soon,” with updates anticipated to roll out to iOS in the fall.

AirPods Max

The Apple Event introduced a series of incremental updates for the AirPods Max, including the addition of USB-C and a range of new color options. These updated headphones will be available starting September 20 at the same price of $549.

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