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Zhitong Finance APP learned that on Monday (August 26), Apple (AAPL.US) announced that it will hold a press conference at its headquarters in Cupertino, California on September 10, Beijing time, and is expected to release new models of iPhone and Apple Watch.

The launch event will be live broadcast through Apple's official website and YouTube platform. Since 2020, Apple has begun to use pre-recorded videos to launch new products.

Apple usually chooses to launch new iPhones and Apple Watches at its fall conference to welcome the upcoming holiday shopping season. According to reports, this year's iPhone may be named iPhone 16, and the screen size of the high-end model may be larger, the camera bump design will be readjusted, and the color options will also change. Apple's wearable devices are also expected to be equipped with faster new processing chips.

According to foreign media reports, one of the major changes for the iPhone 16 and 16 Plus will be the switch of the rear camera system to a vertical arrangement. As for the iPhone 16 Pro and 16 Pro Max, rumors suggest that these models may be equipped with larger screens while retaining Apple's iconic three-camera layout, and may introduce a new bronze color.

All four iPhone 16 models are expected to be equipped with action buttons, a feature previously limited to the iPhone 15 Pro series. In addition, the new iPhone may also add a new button specifically for taking photos and videos, but it is not yet clear whether this feature is limited to the Pro series or will also appear on the regular version of the iPhone 16.

Artificial intelligence technology and Apple's "Apple Intelligence" feature may be one of the highlights of this conference. Apple usually releases the latest version of the iPhone operating system to all users at the same time as the release of new models. This year's system version is named iOS 18, and it is expected to include Apple Intelligence features, such as AI features for daily applications such as summarizing information and generating images. However, Apple's recent developer preview version shows that these features may not be officially launched until shortly after the hardware is released.

The slogan on the invitation for this year's Apple event is "It's Glowtime", but it is not clear what the word means. Embedded artificial intelligence technology is expected to be a highlight of the new iPhone.

While iPhone 15 Pro Max users may be the first to experience some AI features, the upcoming iPhone 16 is expected to be the first device designed entirely around AI. In addition, Apple is rumored to release the Apple Watch Series 10 and two new AirPods at this event.

As of the close of Monday, Apple closed up 0.15% at $227.18.