At Apple’s “Glowtime” on September 9, (‘Glowtime’ being a reference to glowing lights around the device screen when Siri is active), an event to Apple’s latest products and innovations the company, Apple introduced the iPhone 16 series, Apple Watch Series 10, and AirPods 4.

Apple’s iPhone 16 lineup, featuring the iPhone 16, 16 Plus, Pro, and Pro Max, introduces the A18 Pro chip and larger displays. For users, this will mean faster performance, better photography, and more immersive visuals, especially with its enhanced camera systems. For Apple, these improvements are designed to maintain its leadership in the premium smartphone market (especially against competitors like Samsung) by offering advanced hardware paired with cutting-edge AI capabilities.

The Apple Watch Series 10, with a brighter, thinner design and new health tracking features (such as sleep apnoea detection) continues Apple’s push to dominate the wearable tech space. Apple clearly hopes it will appeal to health-conscious consumers and fitness enthusiasts, thereby expanding Apple’s ecosystem of health-focused products. With the updated Watch Ultra in new finishes, Apple is also hoping to cement its presence in the rugged, luxury smartwatch market, competing with brands like Garmin and Fitbit.

The new AirPods 4 introduced at Glowtime, equipped with the H2 chip, are designed to deliver superior audio quality and personalised Spatial Audio. The addition of USB-C charging should offer users convenience and compatibility. Apple hopes these enhancements will help position the AirPods as a top-tier audio accessory, competing with premium headphones from Bose and Sony, while offering integration with its broader device ecosystem.

At the “Glowtime” event, Apple also confirmed that the release dates for its major software updates, including iOS 18, iPadOS 18, macOS 15 Sequoia, watchOS 11, and visionOS 2, will be September 16 this year.