This week kicked off with Apple Inc (NASDAQ:AAPL) day, more precisely, "It's Glowtime" event. Along with unveiling novelty hardware, the goal was to address concerns that the tech titan is losing its edge in the AI era that is unfolding.

As expected, Apple revealed some fresh hardware.

Apple unveiled its iPhone 16 lineup as well the new Watch Series 10to celebrate the 10th anniversary of the Apple Watch. The landmark celebratory watch line will be much lighter and thinner, with the biggest screen display ever.

As for the iPhone 16, there will be new buttons and larger sizes, but it won't feel dramatically different from last year's models besides a vertically aligned camera module, as opposed to diagonal, along with better camera control. The iPhone 16 will come without the revamped Siri and Apple Intelligence feature as they will come with iOS 18.1 software update.

New Features And Entry To A New Market

Along with updates to its Apple Watch and its AirPod headphone that include automatically lowering the volume when users start in-person conversations and declining calls with the shake of a head, Apple also revealed that the Pro version will have the option to be used as a "clinical grade" personal hearing aid for people who suffer from mild or moderate hearing loss, subject to regulatory approval that is expected soon. The feature is expected to be available as early as this fall in the U.S and more than 100 countries and promises to disrupt the growing hearing aid market.

Speaking of health, watchOS is getting a sleep apnea detection feature while there was no mention of blood pressure tracking, probably due to the recent legal action and patent dispute that made Apple remove blood-oxygen sensing.

Apple's Siri novelty follows the footstep of Google and its Google Lens. By pointing iPhone's camera at a place of business or any information sign, users will be able to ask Siri to provide more information about it, such as getting restaurant menu, hours, etc.

Apple showed its landmark product is primed for the upcoming AI features.

Considering that Apple is quite late to the AI features party compared to its peers like Google, it needs to deliver. Therefore, it cannot risk rolling out the features before they are picture-perfect. With its event, it showed how it intends to glow, revealing the direction of its AI strategy, emphasizing it is now designing its devices for Apple Intelligence from the ground up.

Undoubtedly, Apple is trying to bank on AI to boost its sales but only time will show if it will be as successful at it as it was at monetizing Steve Job's "inventions.

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