Apple has sent out invitations to its highly anticipated event on September 9, teasing the arrival of its iPhone 16 series with a cryptic message that reads, "It's Glowtime." While the invitation doesn't provide much detail about the upcoming products, what sets this year's event apart is Apple's emphasis on their new AI feature, Apple Intelligence.

In July, Apple offered a sneak peek at Apple Intelligence, a cutting-edge AI technology intended to enhance Siri, automate email and image generation, and streamline notifications. However, it was noted that only a partial set of features would be included in the initial rollout, with the full suite expected to arrive at a later date.

The term "Glowtime" in the invitation has led many to believe that Apple's AI integration will be a key highlight at the event. According to Apple, Siri will become "more capable, integrated, and personal," sporting a new design featuring a glowing light that wraps around the device screen. This AI feature is set to be available on the iPhone 15 Pro series, iPad, and Mac with M1 or later products this fall, as part of the upcoming iOS 18, iPadOS 18, and macOS Sequoia updates.

While speculation has risen about whether Apple's AI function would be launched simultaneously with the iPhone 16 series, reports from Bloomberg indicate that the AI integration may debut a little later, possibly in October. Regardless, industry experts agree that Apple faces significant pressure to deliver an impressive showcase on September 9, not only to revitalize excitement around their product portfolio but also to solidify their position in the forefront of AI technology.

In recent years, some iPhone users have voiced concerns over Apple's level of innovation, claiming that recent iterations of the device were lacking in excitement. With the iPhone remaining Apple's largest business, accounting for nearly half of the company's total sales, there is increased anticipation for a groundbreaking and revolutionary product.

Apple's latest financial report for the fiscal third quarter ended June 29 showed that despite a 1% decline in iPhone revenue compared to the previous year, the segment still generated an impressive $39.30 billion, beating analysts' forecasts. Overall, Apple reported a record-breaking third-quarter performance with total revenue reaching $85.78 billion, a 4.9% increase year-over-year, exceeding expectations and demonstrating the company's ongoing success.

In other news, Apple recently announced a change in its leadership team, with CFO Luca Maestri being replaced by internal executive Kevan Parekh. Maestri, who has witnessed Apple's stock rise by over 800% since he assumed the role of CFO in 2014, will now be leading Apple's IT, security, and real estate development teams.

As the event draws near, analysts from Citigroup and Morgan Stanley have shared their insights. Citigroup's Atif Malik has named Apple their "top artificial intelligence pick into 2025," expressing confidence in the company's future prospects. Morgan Stanley's Erik Woodring highlights the significance of Apple Intelligence in unlocking pent-up demand for iPhones and accelerating the replacement cycle, stating that AI integration, pricing, and battery life will be key factors to watch.

Hedge fund Third Point also recognizes the potential of AI in driving Apple's revenue and earnings growth, noting that the magnitude of this new opportunity may still surprise investors. They view Apple's stock as having significant upside potential, particularly as institutional investors have limited exposure to the company.

With high expectations and mounting excitement, Apple's event on September 9 is poised to unveil the iPhone 16 series alongside its groundbreaking AI feature, Apple Intelligence. As consumers eagerly anticipate a device that will once again redefine the smartphone experience, all eyes will be on Apple's ability to deliver innovation and solidify its position as a leader in AI technology.