Apple said on Tuesday it will host its annual fall event on September 9, where the company is expected to unveil new iPhones, watches and other devices.
The event will be held at the Steve Jobs Theater at Apple’s headquarters in Cupertino, California, and will showcase the company’s efforts to integrate artificial intelligence into its products.
It will be closely watched by investors amid concerns that Apple risks ceding ground to rivals moving faster in the race to deploy AI technology.
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Media reports said Apple will also unveil a slimmer version of its latest iPhone, possibly branded as the iPhone Air, echoing its iPad Air and MacBook Air product lines. The company is also expected to showcase new entry-level and high-end Apple Watches, upgraded iPad Pros, and a faster version of the Vision Pro headset, according to Bloomberg News.
Under pressure from the Trump administration, Apple has boosted its U.S. investment to $600 billion over the next four years, creating jobs and shifting some work to the country in a bid to sidestep potential import duties.
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Apple continues to face tariff pressure on U.S. imports from countries including its key production hubs, China and India.
In June, the company announced a slew of AI-driven software features and an overhaul of its operating system, redesigning icons and menus with a “liquid glass” look.
However, Apple’s slower embrace of the AI market has left it trailing rivals. Smartphone maker Samsung, along with Chinese firms Honor and Huawei, have gained ground by luring customers with their own AI-enabled devices.
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