Apple Looks to Entice iPhone 16 Shoppers With Not-Quite-Ready AI
Apple Inc. introduced the latest version of its flagship device, the iPhone 16, betting it can entice consumers with modest hardware upgrades and AI technology that’s still on the horizon.
Chief Executive Officer Tim Cook unveiled the smartphone — alongside new watches and AirPods earbuds — at an event Monday that was infused with the promise of artificial intelligence. The iPhone 16 was built for AI “from the ground up,” he said, though the capabilities will only be gradually added to the device via software updates.
It’s a gambit for the tech titan, which has been racing to develop a suite of tools called Apple Intelligence. Though Apple has been touting the technology since its developer's conference in June, the software won’t be included in the initial versions of the new iPhones. They’re set to go on sale Friday, with the product reaching stores on Sept. 20.
“This is just the beginning,” Apple software chief Craig Federighi said during the presentation. The first set of tools will be released as part of a beta test in October, he said, “with more features rolling out in the months to come.”
As part of the event, Apple unveiled a version of its smartwatch with a bigger screen and the ability to detect sleep apnea. And it touted new software that can turn AirPods into hearing aids.
The iPhone debut was the centerpiece of the presentation, though the company only made relatively minor changes to the device’s look and hardware features. The iPhone 16 and 16 Plus will be available in new colors and get a customizable Action button that had only been available on higher-end models. There’s also a more powerful chip and a new Camera Control button that lets users snap pictures and access camera functions.
New Pro models, meanwhile, will get slightly larger displays and thinner borders. They will run an A18 Pro processor with an upgraded neural engine — the part of the chip designed to handle AI tasks. The phones have more powerful camera components and video features, letting them capture higher-resolution photos and more cinematic slow-motion clips.
Apple is playing catch-up in the world of generative artificial intelligence, where tech peers like Alphabet Inc.’s Google and Microsoft Corp. have made strides. Monday’s presentation was partly a pitch to consumers — and Wall Street — that Apple should be taken seriously in AI.
But the Cupertino, California-based company’s AI technology is still in the early stages. The Apple Intelligence tools have faced numerous delays, and many key features won’t arrive until next year. For now, the technology is focused on summarizing messages and notifications, rather than matching the gee-whiz capabilities of rival systems.
Apple shares slipped more than 1.5% during the event, though they rebounded later. That kind of ho-hum reaction is fairly typical during Apple presentations. Most new features are reported ahead of time, and there were few surprises during Monday’s presentation.
AI was a major theme of the event, which kicked off at 10 a.m. local time. The company hopes to use the Apple Intelligence software to entice consumers to buy upgraded devices since customers will need a recent iPhone to handle the capabilities.
Apple Intelligence will include an upgraded Siri digital assistant and the ability to create custom emojis with text prompts. The event’s “It’s Glowtime” theme was a reference to the look of Siri’s new interface.
But much of the technology won’t be ready right away, potentially limiting its impact on iPhone sales. Even when Apple Intelligence debuts in October, it will be a beta test — an early version for more adventurous consumers.
That “indicates a lot of the features are still being fine-tuned for release and not ready for prime time,” eMarketer analyst Gadjo Sevilla said in a note. “The focus on security and privacy is a likely reason for feature delays.”
The entry-level iPhone will continue to start at $799, with the Plus model selling for $899. The iPhone 16 Pro is $999, while the larger Pro Max version is $1,199.
Apple Watch
The new Apple Watch — the Series 10 edition — has 30% more screen area, even with a thinner design. The sleep apnea feature will be available in more than 150 regions, the company said.
The new watch is about 10% thinner than the Series 9 version. It also comes in a new titanium chassis that’s lighter than aluminum models. The device starts at $399 and will be released on Sept. 20. A new version of the higher-end Ultra version also was announced, and it goes on sale that day for $799.
The event included an updated version of the standard $129 AirPods, which shrinks the size of the case and adds a USB-C charger. A $179 version also will be available — a midrange product — with noise cancellation. That used to only be available on the higher-end AirPods Pro.
The company introduced a new line of $549 AirPods Max headphones in fresh colors, also with USB-C charging. Like the other products, the devices will be released on Sept. 20. Apple didn’t debut a new version of its AirPods Pro, but introduced features such as a hearing test and the ability to act as a hearing aid. Those capabilities will be offered as a software update this fall.
Event Timing
The iPhone debut is usually Apple’s most important announcement of the year. The device accounts for roughly half of the company’s annual revenue, and it helps fuel additional sales in the form of accessories and services.
Apple doesn’t typically hold its iPhone launch on a Monday, but the earlier timing let the company get out ahead of an eventful Tuesday: A US presidential debate is scheduled for that day, and there should be a resolution in a European Commission case over whether Apple has to pay $14 billion in taxes.
Apple Announces AirPods 4, and AirPods Max Get a Frustratingly Minor Update
At its Glowtime event today, Apple did away with the 2nd and 3rd generation AirPods and introduced two new AirPods 4 models. Both sport an open-ear design, steering away from the in-ear design found on the company’s flagship Pro 2s. To align with the EU’s new laws on a universal charging standard, the new cases sport a Type-C port instead of the previously used Lightning port.
The high-end AirPods 4 retail for $180 and the base model for $130. Both releases are open to pre-order today and will launch on September 20.
The two main features that set the $180 higher-end AirPods 4 apart from the lower-end model are active noise cancelation and a premium charging case. These are Apple’s first open-ear buds to feature ANC. Naturally, they also feature a transparency mode which is common on earbuds featuring noise cancelation. With adaptive audio, the sound on these buds will adapt to your surroundings and automatically adjust the volume. They also have conversation awareness, meaning the buds automatically lower your music volume when they sense you’re talking to someone.
The charging case for this version supports Find My and embeds a speaker for playing alerts when you’ve misplaced it. There’s also wireless charging on it which means you can use any Apple Watch or Qi-certified charger to replenish it.
The lower-end AirPods 4 also sport an open-ear design, just without ANC. The same H2 chip that powers the premium model is inside these buds, too. The H2 chip also powers the two-year-old AirPods Pro 2, so there’s no major upgrade in terms of performance, but Apple does claim considerably upgraded audio quality across the new AirPods series. To make the EU happy, these buds also switched to Type-C charging.
The four-year-old over-ear headphones AirPods Max didn’t see any dramatic upgrades. We got new color variants (Midnight, Blue, Purple, Orange, and Starlight) and a switch to Type-C charging. They still retail for a pricey $550 and are available to pre-order today, with an availability date of September 20.
Renowned Apple analyst, Ming-Chi Kuo, was also speculating about the release of a budget AirPods Lite priced at $100. Jeff Pu, at 9to5Mac, had confirmed Kuo’s claim, too. However, Apple didn’t mention a budget version at its event today. If the speculation was accurate, we might see them towards the end of the year.
Apple insider, Mark Gurman, also claims that Apple is working on a new iteration of the two-year-old 2nd gen AirPods Pro. Apparently, the upcoming variant will feature an improved ANC and an upgraded design. Gurman predicts these will likely be launched “as early as next year.”
Everything We Know About the Apple Watch Series 10
The Apple Watch update is getting its first real watch redesign in years. The Apple Watch Series 10 is slimmer but with a bigger screen and reduced bezels. Plus, you can get it in lighter-weight aluminum or titanium. Yes, there’s no mention of blood oxygen sensing, but instead, the Cupertino, California tech giant is enticing wearable fans with sleep apnea detection.
The flagship Apple Watch looks distinct from Series 9 (which was essentially the same look for the past three iterations). Series 10 is the “thinnest Apple watch” at 9.7 mm, 10% thinner than last year’s watch. Thanks to smaller bezels, it’s now sporting a larger watch face, though unlike the latest Google Pixel Watch 3, there’s only the singular watch face size.
The other big change to the design is the sloped display, which now sports a so-called “wide-angle OLED” screen. Apple says this should be 40% brighter than Series 9 when seen from an angle. The watch now comes in three colors with the aluminum chassis: anodized black, rose gold, and classic silver.
According to Apple, you still have the choice of polished titanium, though aluminum cases weigh 10% less than the premium titanium material. The watch should charge faster, with the engineers in Cupertino promising you can go from 0 to 80% in 30 minutes.
The redesign required Apple to shrink its internal modules, like speakers, though the tech giant promised you won’t hear any differences in how it sounds. The good news is that it’s still using the same band connection points as previous models, so anybody jumping from a recent-gen Apple Watch won’t have to shell out for their favorite band.
The new health sensing software includes an all-new sleep apnea detection feature. This feature will use the accelerometer to monitor users’ breathing and sleep habits over time and notify them of potential sleep apnea through the Apple Health app.
That feature is similar to what we saw with the recent Samsung Galaxy Watch 7 and the new Galaxy Watch Ultra earlier this year. Samsung’s watches ask users to manually record two or more sleep cycles to detect any signs of sleep apnea, but Apple’s devices will work more in the background over a longer period. Like Samsung’s devices, the Apple Watch will only notify you of any sleep issues and advise you to go see an actual doctor.
Apple says it’s still waiting on FDA approval of that feature, though there are a few more new non-medical software features on board. The smartwatch will use watchOS 11, which will include a few more upgrades, like automatic sleep tracking. The Series 10 will also allow you to use translation features through the watch with speech recognition.
As for the Apple Watch Ultra, there’s not much changing at all. There’s no Ultra 3 in sight. While it’s getting access to the new sensing features, the biggest shakeup is the new dark shell option. Apple says this new colorway should be just as durable and scratch-resistant as the other silver titanium body.
At the very least, the sleep apnea functions are getting backdated to the Ultra 2 and the Series 9. The Ultra also has access to the new Tides app for all those sea nerds and surfers who really want to know the status of the waves at their local beach.
The Series 10 will launch at $400 for a version with GPS and $500 for one that includes cellular. The Apple Watch Series 10 will launch on Sept. 20, with pre-orders going live today.
From the outside, Apple Inc.’s latest iPhones aren’t strikingly different than last year’s models — other than a small button nestled into the lower right side.
This feature, the Camera Control button, is included in all four versions of the new iPhone 16 and looks like a slightly recessed groove. Pressing it once instantly brings up the camera launch screen, letting you fine-tune the shot. A second touch will take the photo.
The idea is to replicate the experience of using the shutter button on a digital single-lens reflex camera — better known as a DSLR. The process is pretty simple and works best with the phone held in your right hand, using your thumb on the button. It’s possible to do it with your left hand, though it might require a bit more fiddling.
From there, it gets a little less intuitive. While doing a hands-on test of the technology at Apple’s campus in Cupertino, California, it took time to get the hang of some of the button’s other functions.
Beyond pressing down to take a shot or start a video, you can maintain your finger’s contact with the button and double-tap lightly to toggle through camera options. You can also adjust the zoom level or — depending on the mode you’ve selected — change other settings by sliding the finger across the button.
This part didn’t always go smoothly. Several people testing the feature, as well as some Apple staff, struggled to activate the mode toggle the first time.
There are some other subtle changes to the iPhone lineup. The Pro versions now have slightly larger screen sizes, checking in at 6.3 and 6.9 inches depending on the model. They also have the tinniest borders of any Apple product, helping maximize that screen real estate.
Even so, many consumers might not notice the difference. The iPhone 16 Pro’s 6.3-inch screen doesn’t appear remarkably large when held up against its 6.1-inch predecessor.
More substantive changes will come in the form of software updates — most notably, a suite of AI tools called Apple Intelligence. But you’ll have to be patient: A beta version of that technology will debut next month, well after the iPhones go on sale.
The early iteration of Apple Intelligence will center on text summarization, generating responses in email and other messages, and photo editing. Those capabilities were impressive during tests, but also in line with what’s available through the likes of Adobe Inc. and Google.
The 16 Pro also has a 48-megapixel ultrawide-angle camera — something that does seem like a step up for the photography enthusiast.
Siri, the voice assistant, has a refreshed interface. When triggered, the feature lights up around the border of the phone. You also can pose questions to Siri voice-free by typing in a command bar.
The phones have more powerful processors, and this is evident when switching between applications and handling other tasks. Apple also has described the new Pro Max phone as having the best iPhone battery life ever — something that seemed especially appealing after I drained my 15 Pro’s battery during the event.
Apple kept the prices steady for the new lineup. The iPhone 16 starts at $799, with the Plus model priced at $899. The iPhone 16 Pro is $999, and the Pro Max begins at $1,199. Preorders begin Friday, with the phones shipping on Sept. 20.
I spent the last year recapping iPhone 16 rumors, and today, everything was finally revealed at Apple’s Glowtime Event. Most of the rumors we covered turned out to be true. The iPhone 16 did get a stacked camera system on the back, plus the iPhone 15 Pro’s Action Button. The iPhone 16 and iPhone 16 Pro have a Camera Control button, which lets you flip over the device and pretend it’s a point-and-shoot camera. And yep, the iPhone 16 Pro comes in bronze. It’s not brown like initially reported, and we’re all thrilled about it. Apple calls it “desert titanium,” and indeed, I could see someone in Palm Springs wearing this shade of sun tan.
I went hands-on with the iPhone 16 Pro in this new color and the iPhone 16 in its new colors, specifically teal and pink. The most significant change to this generation’s lineup is the Camera Control button I mentioned earlier. Considering we’re already talking about the iPhone 17 going buttonless, it’s a curious addition. The “tactic” button is a little confusing to use at first.
iPhone 16 and the Camera Capture button
It was hard getting my hands on the desert titanium iPhone 16 Pro. This was a popular color on the demonstration floor at the Steve Jobs Theater at Apple Park, probably because it just looked expensive. Desert titanium looks like gold from afar, and that’s because of the goldish border around the chassis. That actual backside of the phone is more of the kind of golden beige you’d wear somewhere like Death Valley or the Sahara desert. I didn’t think the color brown could be this game-changing, but there you have it. Apple made history. There’s also black titanium, natural titanium, and white titanium if that’s not your style.
In all sincerity, Apple’s take on the Pro is that it’s so professional at what it does that it’s always dressed for the job, hence the muted backsides, which I’ve seen complained about on Threads and elsewhere as people compared them to the colorful array of the iPhone 16 and iPhone 16 Plus. However, the color on the back does not need to be eye-catching when a company sells a phone that starts at $1,000 and claims Hollywood-caliber video recording capabilities.
Speaking of which, the iPhone 16’s new colorways are, in fact, eye-catching. They are vibrant up close and from afar. I’m also digging the new stacked camera array. It looks much more put together than the previous stovetop with just two lenses. The Action Button and Camera Capture button are there, in the same color as the rest of the iPhone 16. This year includes black, white, pink, teal, and ultramarine (blue).
Apple is trying to hone in on the message that its smartphones are the cameras to beat, hence the Camera Capture button. I got to demo it briefly, though it was Apple employees doing the tapping for me. The Camera Capture’s taptic button means it can sense when you soft-press or fully press it. It can also feel your finger slide from left to right to cycle through menu options or zoom. It works exactly how you think it might, and in that split second, it felt just as sensitive as the W/T did back in the Handycam days.
Bigger is better
Another trend I noticed during the Glowtime event is that Apple’s device lineup is getting bigger even as folks yearn for smaller phones. The iPhone 16 Pro and Pro Max are 6.3 and 6.9 inches, respectively, each a few points larger than before. But since these are professional-level phones, they should be bigger to give you more room to edit, pan, slide, and scroll through whatever work or project is at hand. I still prefer the smaller iPhone 16 Pro to the Pro Max. And this year, you don’t have to compromise on optical zoom by choosing between the Pro and the Pro Max. It’s 5x optical zoom between both devices this time around.
Apple Intelligence is coming
I know you want to see more of Apple Intelligence in action. I do, too, but we’re still waiting for it to roll out. I saw more sophisticated editing features between the iPhone 16 and 16 Pro lineups. But I didn’t see any generative text, ChatGPT magic, or anything like that. That’s on the way next month.
When we get the iPhone 16 review units in, we’ll be specifically curious to see if the thermal work Apple did inside the phone translates to the outside. A few people around me in the audience were muttering about how their iPhone 15 Pros were too warm to handle after a while. I’ll also be curious about the Spatial Video that the iPhone 16 can take and whether there’s a way to translate that content outside of the Vision Pro environment so that it’s not just limited to Apple’s product lineup.
If you want to be among the first to don a Camera Capture button, you can pre-order the iPhone 16 and iPhone 16 Pro later this week. It officially launches on Sept. 20.
WATCHES AND AIRPODS
