Apple on Monday used its “Glowtime” product showcase in Cupertino, California, to center its next smartphone cycle on Apple Intelligence, pairing the debut of the iPhone 16 lineup with a broader package of software features coming to iOS. While the new phone models were the headline, Apple also laid out updates for its smartwatch line and its AirPods earbuds, including new audio features and hearing-related capabilities.
At the core of Apple’s message was Apple Intelligence, which the company described as an effort to bring AI into everyday tasks. Apple said the feature set would include the ability to search for images in a user’s library by describing what the user wants, create custom emojis, summarize emails, and help prioritize notifications. The company also said Apple Intelligence would update Siri so it better understands requests and has awareness of on-screen actions on the phone.
Apple said privacy would differentiate its AI approach from what it portrays as rivals in the market. The company said most Apple Intelligence functions would be processed on the device itself rather than in remote data centers, and that when a task requires a connection to a data center, Apple Intelligence would do it in a tightly controlled way meant to prevent personal data from being stored remotely.
Apple Intelligence is scheduled to arrive as part of iOS 18, which will power the iPhone 16 lineup and is expected to roll out from October through December. Apple said U.S. English will be featured at launch, with other languages added in an update next year.
The iPhone 16 family includes different tiers and features. Apple said the iPhone 16 Pro and Pro Max will have slightly bigger displays and variants of the A18 chip, which Apple says provides the computing power needed to run AI functions. Apple also said the iPhone 16 lineup “has been designed for Apple Intelligence from the ground up,” a point CEO Tim Cook made during Monday’s event.
On the physical-design side, the most prominent change Apple highlighted for the iPhone 16 lineup was a dedicated camera-control button. Apple said the button responds to clicks and gestures, which the company described as a quick way to snap pictures, preview a shot, or start video recording. Apple also said the button supports “Visual Intelligence,” which would allow the iPhone 16 to automatically search for things users take photos of.
Apple said the iPhone 16 models would start shipping Sept. 20. The iPhone 16 was priced at $799, while the iPhone 16 Plus costs $899. Apple set the iPhone 16 Pro at $999 and the Pro Max at $1,199.
Apple’s wearable presentation focused on updates to the Apple Watch Series 10, including new hardware and health sensing features. Apple said the Series 10 adds a larger, brighter wide-angle OLED display aimed at improving visibility at an angle. The company also emphasized that the watch can detect signs of sleep apnea, and it said the Series 10 would be offered in a titanium finish for the first time.
Apple said the Series 10 starts at $399 and will be available Sept. 20.
For audio, Apple said its AirPods lineup will expand with the AirPods 4. Apple said the new earbuds will include an upgraded chip for better audio quality and more active noise cancellation. If users frequently misplace their ear buds, Apple said the AirPods 4 can also play a sound to help people locate them through the Find My app.
Apple added a medically oriented update for AirPods Pro 2, saying the earbuds will be upgraded so they can act as an over-the-counter hearing aid. Apple said the upgrade would come via a free software update, and it said the update would also include options meant to help protect hearing and enable a clinical-grade hearing test.
Apple priced the AirPods 4 at $129 and the version with active noise cancelling at $179, and it said both ship Sept. 20.