Apple has set the date for its annual fall showcase — September 9 — and the tech world is bracing for a wave of new gadgets, including iPhones, Apple Watches, iPads, and more.
The event, taking place at the Steve Jobs Theater in Cupertino, California, will double as a stage for Apple’s latest push into artificial intelligence — a move closely watched by investors concerned the company is falling behind faster‑moving rivals in the AI race.
What’s expected:
- A slimmer iPhone model, rumored to be called the iPhone Air, following in the footsteps of the iPad Air and MacBook Air.
- New entry‑level and high‑end Apple Watches.
- Updated iPad Pros.
- A faster Vision Pro headset, according to Bloomberg.
The company has also been making big moves off the stage. Under pressure from the Trump administration, Apple has pledged a massive $600 billion U.S. investment over the next four years, shifting more work stateside to dodge possible import tariffs. This comes as the company navigates trade tensions affecting imports from China and India — key production hubs.
Just in June, Apple unveiled a slew of AI‑powered features and a fresh operating system design with a sleek “liquid glass” look.
But despite the recent upgrades, the company has been criticized for arriving late to the AI party. Competitors like Samsung, Honor, and Huawei have seized the opportunity, drawing customers with their own advanced AI tech.
