Apple to Unveil First Generative AI-Powered iPhone at September 9 Launch Event

Apple has announced its upcoming major launch event, scheduled for September 9 (Monday) at 10 AM Pacific Time, to take place at the Steve Jobs Theater. The event, themed “It’s Glowtime,” will also be live-streamed.

While the exact meaning of “Glowtime” remains unclear, one of the key highlights is expected to be embedded artificial intelligence (AI) features in the new iPhone 16. During the Worldwide Developers Conference (WWDC) held in June, Apple unveiled several generative AI capabilities tailored for the iPhone, such as personalized AI emojis called Genmoji and an upgraded version of Siri. The new Siri will be equipped to answer questions about schedules, email content, and flight information.

Although users of the iPhone 15 Pro Max may experience some AI features, the iPhone 16 is anticipated to be the first device fully designed around AI. Additionally, Apple announced a partnership with OpenAI, the creators of ChatGPT, despite the challenges OpenAI is currently facing.

AI technology has already been in use on iPhones for years, with features like real-time text and autocorrect. The enhanced generative AI is expected to further improve these functionalities, resulting in better user interaction and personalized experiences, aiming to make the new iPhone a device tailored to these advancements. However, Angelo Zino, an analyst from CFRA Research, cautions that since new AI features will be rolled out gradually over the coming years, it may be overly optimistic to have high expectations for the iPhone 16.

Generative AI can create text, images, and audio based on user prompts. Analysts speculate that Apple may enhance Siri's intelligence by integrating it with OpenAI’s latest ChatGPT-4 model, enabling Siri to better remember user information and learn their preferences and personality traits.

This launch event has the potential to reshape Apple’s trajectory in the iPhone market. Sales of iPhones in China have declined significantly in recent years due to economic uncertainties and increasing competition. Investors are also closely monitoring the pricing of the new devices. While CFRA does not predict a substantial price increase for the iPhone 16, Zino indicates that the introduction of AI features could elevate Apple's overall pricing strategy.

In the realm of generative AI, Apple faces competition from rivals like Samsung, which has introduced functionalities such as “circle to search,” allowing users to swiftly search for information on their screens using gestures.