Apple has confirmed it will host its annual fall event on September 9, according to an invitation sent Tuesday. The tech giant is widely expected to unveil new iPhones, Apple Watches, and other upgraded devices.
The showcase will take place at the Steve Jobs Theater in Cupertino, California, and is set to highlight Apple’s growing efforts to integrate artificial intelligence across its product lineup. Investors will be watching closely as Apple faces pressure to catch up with rivals that have moved more quickly in rolling out AI-driven features.
Reports suggest Apple may launch a slimmer iPhone model, potentially branded as the “iPhone Air,” following the naming style of its iPad Air and MacBook Air lines. New Apple Watch models, upgraded iPad Pros, and a faster version of the Vision Pro headset are also expected to be revealed.
Under pressure from the Trump administration, Apple has pledged to increase U.S. investments to $600 billion over the next four years, aiming to create jobs and shift more operations to the U.S. in an effort to avoid higher tariffs. The company continues to face challenges from duties imposed on imports from key production hubs like China and India.
Earlier this summer, Apple introduced new AI tools, redesigned software features, and a refreshed operating system with a “liquid glass” look. Still, Apple’s slower entry into the AI race has left it behind competitors such as Samsung, Honor, and Huawei, who have attracted customers with advanced AI-driven smartphones.
