Apple is set to unveil its highly anticipated iPhone 16 lineup on Monday, Sept. 9, during its annual event at its Cupertino headquarters. The keynote, led by CEO Tim Cook, is expected to introduce not only the new iPhones but also the 10th anniversary Apple Watch and updated AirPods.

While the hardware lineup is impressive, Wall Street’s focus is elsewhere—on Apple’s generative AI platform, Apple Intelligence. This AI initiative, designed for iPhones, iPads, and Macs, represents Apple’s major push into the consumer AI space. Initially, investors were concerned about the company’s delay in launching AI compared to Microsoft and Google. However, after the platform was revealed at Apple’s WWDC conference in June, the company’s stock surged by 15%, outperforming tech giants like Microsoft, Amazon, and Google.

Apple Intelligence is now positioned as a key feature of the new iPhones, particularly those from the iPhone 15 Pro and newer models. Analysts believe this exclusivity will drive iPhone sales, with Morgan Stanley’s Erik Woodring predicting AI as a major factor in boosting the iPhone replacement cycle.

However, Apple Intelligence might be more than just a sales driver—it could shape consumer perceptions of generative AI itself.

Apple’s AI Ambitions

Apple’s upcoming event makes it clear that AI is front and center. From the tagline “It’s Glowtime” to the colorful logo reminiscent of Siri’s new look, the company is signaling a major AI focus.

The AI features Apple is integrating into its ecosystem are extensive. Users can expect tools that summarize text conversations, prioritize emails, enhance Siri’s capabilities, and offer access to OpenAI’s ChatGPT. Additional features like AI-powered proofreading and email optimization will also be part of the package, along with new apps developed to leverage AI through Apple’s hardware.

Wedbush analyst Dan Ives forecasts that Apple’s AI integration could bring in an extra $10 billion in annual services revenue, potentially boosting the company’s market cap to $4 trillion.

Though competitors like Samsung and Google have also introduced AI in their devices, Apple’s approach seems more compelling. Its June event showcased how seamlessly AI integrates into its ecosystem, making the technology feel more personal and essential compared to the offerings from Samsung’s Galaxy AI and Google’s Gemini platform.

The AI Risk

However, Apple faces challenges in ensuring Apple Intelligence’s success. The AI needs to avoid errors like those seen in Google’s AI tools, which have been criticized for providing bizarre recommendations. More importantly, Apple must prove that its AI is something consumers will genuinely want to use, rather than just a rushed feature aimed at appeasing investors.

As Apple ventures deeper into AI, its success or failure could shape the future of generative AI for everyday consumers.

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Today, Samsung Electronics announced that Circle to Search with Google is now available for a few Galaxy A series devices,1 expanding the reach of mobile AI to even more Galaxy ecosystem devices. This improvement highlights Samsung and Google’s ongoing commitment to provide as many customers as possible access to the greatest mobile technologies. The cutting-edge search experience will also be available on the Galaxy Tab S9 FE and Tab S9 FE+, where big screens and the Galaxy S Pen provide a new level of discovery, in addition to the Galaxy A series devices that have been chosen for Circle to Search.

Since its launch on the Galaxy S24 series, Circle to Search has rapidly gained popularity among users, providing a breakthrough discovery experience that surpasses conventional search techniques. Circle to Search has consistently improved its usefulness and intuitiveness as it has spread to new Galaxy smartphones, such as the most recent Galaxy Z Flip6 and Z Fold6. These improvements include the addition of full-page translation, homework assistance, and QR and barcode scanning capabilities.

TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics, stated, “These updates unlock new possibilities for the Galaxy A series and Galaxy Tab S9 FE series and reinforce our commitment to providing cutting-edge technology for more Galaxy users.” “We are dedicated to bringing best-in-class AI technology to a broader audience, empowering users with the option to work more efficiently, create more freely and enjoy richer, more personalized interactions with their devices.”

With Circle to Search, you can now search anything with a single gesture without opening other apps. Users can choose the text, image, or video they wish to search for by simply circling, highlighting, or tapping anywhere on the screen while Circle to Search is enabled.2. This feature, which was developed in close cooperation with Google, reflects the company’s long-standing dedication to transparency and teamwork. Circle to Search takes search to new heights of convenience and fun with AI-powered results that provide rich information and context.