Apple 'Glowtime' event summary: Tim Cook announces new iPhone 16 series, Apple Watch, AirPods, and AI features

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

A new era of Apple is officially upon us.

Apple Park is buzzing after Tim Cook and other executives took the wraps off the new iPhone 16 lineup, AirPods 4, AirPods Pro, and the latest Apple Watch Series 10.

The event lasted over 90 minutes, and the theme was how AI will transform your iPhone. The Apple executives were careful to walk through how the new iPhone 16 will be outfitted with the company's flavor of generative AI features, called Apple Intelligence, and the new features available in iOS 18 as a result.

The stakes are high, and Apple needs a boost. iPhone sales slowed in the most recent quarter, and this is the company's most high-profile event of the year — a chance to make a sales pitch for people to upgrade.

Over the course of Apple's "It's Glowtime" event, the company showcased a range of AI features, new camera technology, and other improvements to both its hardware and software.

One stand-out is the visual intelligence coming to iPhones. In its demonstration, Apple showed an iPhone — powered by a new A18 chip — using the new camera control button to snap a photo of a restaurant to instantly search it on Google for reviews. Or you can tap the button and aim the cameras at your homework to get some quick help from ChatGPT.

Apple Intelligence will be closely integrated across iOS 18, and that means more people will likely use AI on a daily basis as a result.

On the wearable tech front, Apple is venturing into the hearing aid industry by announcing hearing-aid features coming to the AirPods Pro lineup later this year.

And, the Apple Watch Series 10 lineup comes in a new jet black color and even more ways to track your health data — including sleep apnea detection.

The big question is whether or not it was all enough. Not all of the features will be available right at the launch of the iPhone 16, with some available later in the year or even in 2025.

People can start preordering their new iPhone 16 on Friday, and Apple will have to see if its big AI push can move the needle in a big way and spur a "super cycle" in consumers upgrading.

We live-blogged the event as it streamed online .

Scroll on for the full recap.

Cook wraps up the event with a dose of optimism.

"I'm really excited about the impact this will have on so many people's lives," Cook said in his outro.

He added, "I'm also excited about a new generation of iPhone built from the ground up to deliver Apple Intelligence and its breakthrough capabilities."

And that's it for the announcements!

iPhone 16 Pro will be available for preorder on Friday.

The "best iPhones ever made" start at $999 for the iPhone 16 Pro and $1199 for the Pro Max model.

Preorders begin Friday, and you can trade in your current iPhone for a chance to get a discount on your upgrade.

They launch September 20th.

Apple brings back The Weeknd to show off the new video and music features.

We're seeing a video of how The Weeknd's new music video was shot on the iPhone 16 Pro (along with a lot of undoubtedly pricey support equipment).

The Weeknd is no stranger to Apple events — he previously performances his song "Can't Feel My Face" live onstage before Apple moved to pre-recorded events.

Audio Mix is here.

For filmmakers, Apple introduces Audio Mix — a feature that allows iPhone owners to manipulate the voices and background noise in a video.

As for musicians, they can seamlessly record songs without headphones.

Next up, video features on iPhone 16 Pro.

Cinematic Mode isn't new, but the iPhone 16 Pro has a 4K camera that allows frame-by-frame color grading. Pro owners can also control a video's playback speed after capturing a video instead of before filming.

To demonstrate, Apple showed a short clip of two actors walking away from an explosion in slow motion. Although it looks like a movie trailer, it was shot on an iPhone 16 Pro.

iPhone 16 Pro gets 3 new cameras.

The iPhone 16 feels more like a real camera, with the new control button that lets you slide a finger to zoom in or click to snap a photo.

That, coupled with the three cameras that improve photo quality, enables new Photography Styles, the company says.

iPhone 16 Pro has its own chip. Apple says it's the first smartphone with a 3 nm chip architecture.

As fast as Apple claims the A18 chip is, it says the A18 Pro chip powering iPhone 16 Pro models is even faster for powering generative AI.

"It's designed hand-in-hand with Apple Intelligence," Apple says.

That means the 16 Pro will be able to accomplish "unique" AI features that aren't available to the regular iPhone 16.

Apple also says the A18 Pro is the first smartphone to have a 3nm chip-making architecture — previously 5nm was the cutting-edge standard.

Next up, the iPhone 16 Pro.

It's now available in gold titanium — bringing back a gold "desert" option to the Pro lineup.

The iPhone 16 Pro models have the largest iPhone display ever, Apple says. It uses grade 5 titanium, making the phones tough but lightweight.

You don't have to spend more for an AI iPhone.

There's no price bump compared to last year. The iPhone 16 starts at $799, and the iPhone 16 Plus starts at $899.

Photos app is getting an overhaul in iOS 18.

The Photos app will have a new layout that Apple says will make it easier to find the albums and pictures you're looking for.

The new 'Fusion camera' is here.

The main camera is 48 megapixels, and the iPhone 16 also has an ultra-wide camera (with autofocus) for macro photography.

The iPhone 16 camera has 4 times the resolution than the camera on the iPhone 15.

The camera has a larger aperture and can captures 2.6x more light.

Visual intelligence will also be available later this year.

With this feature — and the new camera control button — you can snap a photo of something to search for it online or learn more about it from ChatGPT, if you enable access to OpenAI's LLM model.

So if you have trouble with homework, you can tap the camera control button and show ChatGPT what's on the page to get pointers.

iPhones are getting more intuitive with AI features, but Apple stresses privacy is still key.

Federighi makes it clear that privacy is still at the forefront of Apple's plans when he introduces Apple Intelligence.

Still, the new iPhone will be able to prioritize notifications, use Writing Tools to help you send messages, and make searching your Photos library easier.

Siri will have greater access into apps, allowing for it it to be more useful in day to day life. You can also text the new Siri if you'd prefer to not say your request out loud, and Siri will be able to understand if you stumble over your words — so you won't have to restart the request.

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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