Apple introduces iPhone 16 and AI features “Apple Intelligence” | Apple

Apple is expected to unveil its latest iPhone and a range of other new hardware on Monday during its biggest product launch event of the year.

The event took place at Apple's headquarters in Cupertino, California, and features the slogan “It's Glowtime,” with the company logo surrounded by a colorful aura. Rumor has it there will be new colors for the iPhone and other Apple products.

Apple's fall product launches have become one of the company's most important annual events, as they typically unveil a slew of new devices and set the tone for the holiday shopping season, Apple's busiest and most profitable period. These new products are regularly the source of enormous speculation within the technology industry and among the company's fans.

Ahead of the event, numerous reports circulated about Apple's switch from LCD to OLED screens and rumors of a dedicated photo button. Initial coverage of the event also predicted that the tech giant would expand its “Apple Intelligence” AI capabilities.

Earlier this year, at the Worldwide Developers Conference (WWDC), Apple announced a number of ways it plans to integrate AI features into its products and services. One of the biggest revelations was a partnership with OpenAI to merge ChatGPT technology with Apple's voice assistant Siri, promising a “more natural” way of interacting.

Apple's announcements at WWDC and its promise to incorporate more artificial intelligence marked a turning point for the company after it had held off on introducing consumer-facing AI tools longer than rivals like Microsoft. The company's reluctance to introduce new generative AI features had previously been a source of frustration for investors and analysts waiting for the company to release its own version of the technology.

Apple's share price has risen significantly this year as market enthusiasm for generative AI and revenue growth have boosted the big tech companies' stocks. However, the company has struggled in recent years with a global decline in smartphone sales as well as the rise of rivals like Huawei in key markets, particularly China. Huawei is expected to launch its own line of products within hours of Apple's event.

Also in the background is the Justice Department's massive antitrust lawsuit against Apple, alleging that the company has built and maintained an illegal monopoly in the smartphone market. Apple has denied the allegations in the case, which could take years to resolve.