Apple introduced the new iPhone, developed with generative artificial intelligence in mind.
The tech giant is very fond of the iPhone 16, and hopes that customers will be drawn to buy the model, tempted by its new capabilities.
"We're thrilled to introduce the first iPhones designed from the ground up for Apple Intelligence and its revolutionary capabilities," Apple CEO Tim Cook said at an event at the iPhone maker's headquarters in Silicon Valley.
With $39 billion in sales last quarter, the iPhone accounted for about 60% of Apple's revenue and remains the main entry point to the company's services, such as the App Store or Apple TV, which are becoming an increasingly large part of its business.
Apple is only now emerging from a long sales slump as consumers have been using older models for longer in recent years.
Apple Intelligence is a new suite of software features for all devices that was announced in June at the company's annual developer conference, where it also announced a partnership with ChatGPT maker OpenAI.
"For years, artificial intelligence and machine learning have been essential to delivering many of the features and experiences you love," Cook said.
"In June, we launched Apple Intelligence, our powerful new personal artificial intelligence system that will have an incredible impact."
The new services include image editing using artificial intelligence, translation and small, creative touches in messages, but not the more ambitious ideas promised by other market players such as OpenAI or Google.
Wedbust analyst Dan Ives expects that software developers will start creating apps and services tuned with the generative capabilities of AI, which will boost iPhone sales.
Apple is expected to tailor new AirPods and smartwatches to take advantage of AI and the Siri assistant.
At the event, the company also announced new Apple Watch and AirPods models.
Through the new capabilities that AI provides, Apple aims to "shake up the expectation" that the annual presentation of the new iPhone is "just a slight improvement in hardware and software", Techsponential analyst Avi Greengart told AFP.
In the longer term, Apple could dramatically change the iPhone user experience with a "superpowerful Siri" running across all apps, Greengart explained.
Last month, Google introduced Pixel 9 smartphones equipped with new services thanks to artificial intelligence.
Pixels represent a small part of the global smartphone market dominated by Samsung and Apple, but Google says its new line is a chance to answer the question of what AI can actually do for customers.
Samsung is also integrating AI into a number of its products. | BGNES
