Apple will host its annual fall event on Sept 9, according to an invite on Tuesday, 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 serve as a showcase of the company’s efforts to integrate artificial intelligence into its devices.
It will be closely watched by investors worried about the company ceding ground to faster-moving rivals in the race to deploy AI technology.
ALSO READ: Apple announces $100b US investment ahead of Trump event
Media reports have 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 lines.
The company is also expected to showcase new entry-level, high-end Apple Watches, upgraded iPad Pros and a faster version of the Vision Pro headset, Bloomberg News has reported recently.
Under pressure from the Trump administration, Apple has boosted its already hefty investment in the US to $600 billion over the next four years, creating jobs and shifting some work there in the hopes of sidestepping potential import duties.
READ MORE: Big Tech’s fortunes diverge as AI powers cloud, tariffs hit consumer electronics
In June, Apple announced a slew of AI and software features, along with an overhaul of its operating system — redesigning its icons and menu to resemble what it calls “liquid glass”.
However, Apple’s delay in embracing the AI market has left it trailing Big Tech stalwarts.