Apple 'Glowtime' event live updates: Tim Cook announces new iPhone 16 series, Apple Watch, AirPods, and more

• Apple is expected to launch four new iPhone 16 models at its "Glowtime" event today.
• iPhone sales slowed last quarter, so investors are awaiting a new device to boost sales.
• An AI-powered iPhone 16 lineup is expected to drive a "golden upgrade cycle," says Wedbush analysts.

It's "Glowtime," folks.

Apple Park is buzzing as Tim Cook and Co. take the stage to introduce the public to the iPhone 16, new AirPods, and the latest Apple Watch model. All eyes are on Apple to see the new smartphone that will be outfitted with the company's flavor of generative AI features, called Apple Intelligence.

The stakes are high, and Apple needs a boost. iPhone sales slowed in the most recent quarter, and investors are hoping Apple will show off a smartphone that will motivate iPhone owners to upgrade to the latest model.

An AI-powered iPhone is expected to drive a "golden upgrade cycle," according to Wedbush Securities analysts, who gave Apple an "outperform" rating and a $285 price target ahead of the announcement.

Now that the event has kicked off, Apple will go over the biggest changes to each device, prices, and the day consumers can start preordering their new iPhone 16.

We're live-blogging the event as it's streamed online .

Scroll on for the latest.

It's AI time. Apple exec Craig Federighi takes the stage to talk about Apple Intelligence.

Apple is emphasizing how it's powering the intelligence in iPhones. The A18 chip will fuel Apple Intelligence and the company says it rivals that of some desktop computers.

There’s a new button for quick camera access and control.

The camera control button can snap a photo and control visual intelligence features, Apple says. You can use a slide gesture on it.

The iPhone 16 comes in brand-new colors.

The new look includes ceramic glass and four shades: black, white, pink, teal, and a light blue shade.

You don't have to buy the Pro anymore for the "action" button. iPhone 16 models will have a customizable action button to simplify using your phone.

It's a new era for iPhone — here comes the 16.

Apple Intelligence will "supercharge" iPhones, Cook says.

"iPhone 16 raises the bar for what an iPhone can do," Cook says.

Now, we're seeing the iPhone 16.

AirPods Pro are getting a bunch of features to help with hearing protection and hearing loss.

Unlike the AirPods 4, AirPods Pro have a more health-focused angle. Apple emphasizes how its Pro earphones can help prevent and even test for hearing loss.

The AirPods Pro can even be transformed into functional hearing aids for those who suffer from hearing loss, Apple says, with an over-the-counter, clinical-approved feature later this fall.

The AirPods Max are next.

The new headphones will come in five colors, but Apple didn't spend long announcing changes before moving on.

The retail price remains the same at $549.

The second model has different listening modes.

The next pair of the AirPods 4 come with active noise cancellation will be able to detect when you're in a loud or quiet place, or having a conversation, and they'll adjust your audio accordingly.

Say hello to the new AirPods 4.

Cook takes over to introduce the "new generation of AirPods." The AirPods 4 are up first, and they're powered by the H2 chip and have a new ear design that Apple says should make them the "most comfortable AirPods ever."

A new sound architecture should improve the bass too, Apple says.

The Ultra goes stealth mode with a new finish and band.

Apple debuts a satin black finish and updated watch bands — including a woven titanium band with a parachute-style buckle.

And, its partnership with fashion brand Hermès has extended to the Ultra for the first time.

Apple shifts to talking up the Ultra, its watch aimed at fitness, sports, and adventuring enthusiasts.

Apple shifts to talking about the Ultra's features, including custom workouts, heart rate detection, and more to help athletes train.

And it teases a "stunning" new finish coming to Ultra, "satin black."

Apple is leaning into health data and health alerts for this watch.

Apple announces that the latest models of its watches will track your breathing and alert watch owners of potential sleep apnea.

The health feature will also be available to Series 9 and Ultra 2 watch owners.

It has an OLED screen and a new color — and it comes in titanium.

It's an even bigger screen than the Apple Watch Ultra, and the company says it will be easier to read and type on Series 10. It has Apple's first-ever wide OLED display.

Jet black stands out as the first-ever polished aluminum finish for the Apple Watch. It comes in matte silver and rose gold options.

The series 10 also comes in titanium, which the Ultra also featured. The speakers and microphone are also getting updates — making it the first Apple Watch with speakers you can play your music and podcasts on (without using headphones).

An all-new Apple Watch Series 10 is first up.

The Apple Watch Series 10 is the first product to get the spotlight. It's the "biggest display and thinnest design ever," Tim Cook says.

Apple CEO Tim Cook kicks things off.

Artificial intelligence is getting an early shout-out during the event. The new iPhone is the first that's built "from the ground up" for AI and Apple Intelligence, Cook says.

And we're off!

The event is opening with a view of how Apple's products integrate into the daily lives of its consumers.

Today also marks a less popular milestone for Apple.

Exactly 10 years ago today, Apple made a decision that would go on to spawn multiple apologies to consumers.

It automatically added U2's album, "Songs of Innocence," to millions of iPhones during its fall event, and made a lot of iTunes listeners unhappy as a result.

U2 member Bono issued an apology in the months following the marketing move in 2014 and apologized again in his memoir years later.

A ring-shaped event venue is also expected to open in Apple Park today.

Apple HQ is known for its futuristic architecture, like "The Spaceship" building that forms a massive ring around green landscaping.

Today, Apple showed off to the press an addition to its circular theme with an observatory built into the hillside of its Cupertino campus. It reportedly has an underground event space that Apple can use to host people in conjunction with product launches.

Architecture magazine Dezeen shared exclusive photos of the subterranean structure that looks like it's something out of a J.K. Tolkien novel — with an Apple modern design twist, of course.

Tim Cook continues his tradition of a sunrise picture of Apple Park.

A picturesque scene from Cupertino is usually an indicator that an Apple event is only hours away — that is, if it's coming from the X account of its CEO.

Today, Cook shared a view of a rainbow statute with the caption, "Apple Park is glowing!"

Get ready for some gold: Apple is expected to introduce a gold titanium finish in the new lineup.

According to Bloomberg's Mark Gurman, Apple will showcase four new iPhone versions : the iPhone 16, 16 Plus, 16 Pro, and 16 Pro Max. Like Apple's last version of the iPhone, the iPhone 16 and 16 Plus are expected to have 6.1-inch and 6.7-inch screens, respectively.

The Pro device is reportedly set to be available in gold titanium , and the other versions will be available in new shades of pink, blue, and green.

"I think the new iPhone 16 Pro gold is going to be the stand-out color this year and potentially drive interest," Gurman said on X.

The “It's Glowtime” event is taking place in the Steve Jobs Theater at Apple Park

The building — an underground auditorium accommodating up to 1,000 people — is named after the company's cofounder, Steve Jobs. It's located at the company's headquarters, Apple Park, which resembles a spaceship with its circular design.

It was rumored to have cost $5 billion to build before it opened in 2017 when Apple unveiled the first product of its iPhone X launch event.

The site was designed as part of an eight-year collaboration with architecture firm Foster and Partners.

Here's what the new iPhone models and AirPods might include

The rear camera is expected to have a cool new spatial computing feature. Gurman says it will be able to record 3D videos that can be viewed with its Vision Pro headsets.

Taking photos and videos with the iPhone 16 will be much easier, as it will have a touch-sensitive button on the right side of the device to open the camera app quickly.

Gurman added that the new AirPods Max headphones could come with better noise cancellation.

Analysts think the iPhone 16 launch will accelerate growth in China

China is Apple's third-biggest market after the US and Europe, but it needs a boost following dwindling sales in the country this year. According to data from research firm Counterpoint, sales dropped by 24% in China in the first six weeks of 2024, a trend that has continued since then.

Wedbush analysts, including Dan Ives, think the iPhone 16 could be the answer. In a note on Friday, analysts at the investment firm said they expect China to see "improving and accelerating growth" with the iPhone 16.

The analysts added that they are seeing "indications across the Asia supply chain this iPhone upgrade cycle could be a historical one." That's due to the "roughly 300 million iPhones globally" that have not been upgraded in over four years.

But Bloomberg's Mark Gurman doesn't seem convinced it will result in a "super cycle" of sales, particularly in China, where Apple Intelligence won't be available, he said in an X post .

The Apple Watch is expected to get a refresh

It's been 10 years since Tim Cook announced the first Apple Watch. To coincide with that anniversary, Apple enthusiasts are on the lookout for the Apple Watch Series 10 — a thinner version of its wearable device, according to reports from Bloomberg and 9to5Mac .

It will reportedly have an upgraded heart rate sensor, or ECG, and the ability to detect sleep apnea. The latest watch is also expected to have a better battery life.

A rumor that the tech giant could launch an Apple Watch partnership with fashion house Jacquemus is making the rounds on social media.

The luxury brand posted a photo on its Instagram stories on Sunday night of a blue location icon on a map of Apple Park, along with a caption that says "Bonjour @apple," sparking chatter that it could announce a brand partnership on Monday.

iPhone 16 buyers will have to wait until next month for Apple Intelligence features

Apple is hotly tipped to share more information about its AI features, called Apple Intelligence, during Monday's event. But iPhone 16 buyers will need to be patient and wait until October to play around with them, as it will be rolled out as part of the iOS 18.1 software update next month, Bloomberg's Mark Gurman said in his "Power On" newsletter on Sunday.

The catch for some European fans is that Apple Intelligence won't be available in the EU — which includes France, Italy, Spain, and Germany — because of Apple's concerns over the EU's Digital Markets Act .

Some of the features expected include removing objects and people from photos, an AI-generated summary of notifications, and tools to help you write, Gurman said.

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