Apple’s ‘It’s Glowtime’ event, held this week, wasn’t just about unveiling new hardware like the iPhone 16 and Apple Watch Series 10. It was also about addressing concerns that Apple is lagging behind in the rapidly evolving AI landscape.
The event kicked off with the launch of the iPhone 16 series, featuring new buttons, larger screen sizes, and a vertically aligned camera module. While the design updates are subtle, Apple promises enhanced camera features and a more intuitive user experience. However, the highly anticipated Siri and Apple Intelligence features will be rolled out via a software update, iOS 18.1.
Apple also debuted the Apple Watch Series 10, marking the 10th anniversary of the smartwatch. This landmark edition boasts a lighter, thinner design with the largest screen ever. This focus on the Apple Watch goes beyond aesthetics; Apple is positioning the Series 10 as a health-focused device, with features like sleep apnea detection.
The event saw Apple make a significant move into the hearing aid market with its AirPods Pro. The new version will offer a ‘clinical grade’ hearing aid feature for individuals with mild to moderate hearing loss, subject to regulatory approval. This feature, anticipated to be available in the US and over 100 countries this fall, signifies Apple’s intent to disrupt the growing hearing aid industry.
However, Apple’s foray into the AI-powered world goes beyond hardware. The company showcased the new capabilities of Siri, now empowered to provide information based on visual cues. By pointing the iPhone camera at a business or information sign, users can ask Siri for details like the restaurant menu or operating hours. This feature echoes Google Lens and highlights Apple’s commitment to integrating AI seamlessly into its devices.
Apple’s event showcased a clear direction for the company’s future: AI. While Apple may be late to the AI party, it is determined to make its mark with a focused, integrated approach. Whether Apple can achieve the same level of success with AI as it did with its previous iconic products remains to be seen. This event was a strong indication of its commitment to becoming a leader in the AI era.
