Apple has confirmed that its annual fall event will take place on September 9 at the Steve Jobs Theater in Cupertino, California, where it is widely expected to unveil its latest iPhones, new Apple Watch models, updated iPad Pros, and an improved Vision Pro headset. The event will also highlight Apple’s growing push to integrate artificial intelligence into its devices as it works to catch up with competitors in the fast-moving AI market.
Industry reports suggest Apple may debut a slimmer iPhone model — potentially branded the “iPhone Air” — alongside refreshed entry-level and premium Apple Watch models. Investors are keeping a close eye on the launch, as Apple faces pressure from both AI-savvy rivals like Samsung, Huawei, and Honor, and from ongoing trade tensions impacting its supply chain.
In response to tariffs on imports from key production hubs such as China and India, Apple has committed to increasing its U.S. investment to $600 billion over the next four years, a move aimed at reducing reliance on foreign manufacturing while creating new domestic jobs.
Earlier this summer, Apple previewed a range of new AI-powered features and a major software redesign that introduced its “liquid glass” interface. Despite these advancements, critics note that Apple’s slower entry into the AI market has left room for competitors to gain ground with their own AI-driven devices and services.
This year’s fall showcase is expected to be one of Apple’s most closely watched in recent history, as the company aims to reassert its dominance in smartphones and wearable tech while positioning itself as a stronger player in the AI space.