Apple has announced that it will host its annual fall showcase on September 9, unveiling the latest iPhones, Apple Watches, and other devices at the Steve Jobs Theater in Cupertino, California.

The event will highlight the company’s push to integrate artificial intelligence into its products.

The launch will be closely scrutinised by investors, amid concerns that Apple could fall behind competitors who are moving more aggressively in the race to deploy AI technology.

According to media reports, Apple is preparing to introduce a slimmer version of its iPhone, potentially named the iPhone Air, reflecting its existing iPad Air and MacBook Air product lines.

Bloomberg News reported that the company is also expected to present new entry-level and high-end Apple Watches, refreshed iPad Pros, and a faster edition of its Vision Pro headset.

In response to pressure from the Trump administration, Apple has committed to increasing its U.S. investment to $600 billion over the next four years. The move is aimed at creating jobs and shifting part of its operations to the United States to avoid potential import tariffs.

Despite these measures, the company continues to face tariff challenges on imports from key manufacturing bases such as China and India.

Earlier in June, Apple unveiled a series of AI-powered software features along with a redesigned operating system that introduced a new “liquid glass” aesthetic for icons and menus.

Still, Apple’s more cautious approach to AI has raised concerns, as rivals like Samsung, along with Chinese manufacturers Honor and Huawei, are gaining traction by attracting customers with AI-enabled smartphones and devices.

Source: Bloomberg News

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