Is Apple thinking differently enough with iPhone 16 and other updates?

Each fall, as reliably as the leaves changing color and pumpkin spice lattes returning to coffee shops, we can expect Apple to release its latest lineup of iPhones.
And so it has. Apple announced the upcoming iPhone 16 models at its “Glowtime” event Monday. In addition to the phones, it announced the Apple Watch 10 and Ultra and upgrades to the AirPods, AirPods Pro and AirPods Max. The tech company also provided updates on iOS 18 and Apple Intelligence.
Some years, the announced product slate feels only incrementally different from the previous year’s. Perhaps an improved camera or a few new colors? For about the same price, of course. Would a set of purple AirPods Max be enticing? Yes. But what else is on offer beyond new hues?
This is not an Apple-specific question. Most personal tech companies are guilty of release cadences that are often more slight tweak than seismic shift. It isn’t surprising, consumers as a whole can be a fickle bunch. Apple’s stocks had some ups and downs Monday, falling nearly 2% during the Apple event before bouncing back and closing up 0.04%.
For a company whose slogan in the late 1990s/early aughts was “Think Different,” is it still thinking differently enough? Or is there consumer comfort in the expected?
“There is a growing feeling that smartphone updates have become a bit boring,” said Ben Wood, chief analyst and CMO at CCS Insight. “Apple is not immune to this trend and is betting on software and AI to breathe new life into its most important product to reignite consumer interest and drive upgrade purchases.”
Apple on Monday announced its newest iPhones, including the iPhone 16 and 16 Plus as well as the iPhone 16 Pro and Pro Max. Prices start at $799, and preorders for the devices open Friday.
“The iPhone 16 range is hugely important for Apple at a time when consumer demand for new smartphones is slowing,” Wood said.
New to the latest models is a Camera Control button on the side of the device. Apple also brought the Action Button from the iPhone 15 Pro to the new lineup. The Pro and Max phones also have slightly larger screens.
Maybe the focus for possible groundbreaking in the future lies in what’s under the hood of products more than in their outward design.
“For the first time possibly ever, the focus is on services for the new iPhone unveiling,” said Paolo Pescatore, tech analyst and founder of PP Foresight. “This is significant, as it underlines the ongoing battle among consumer providers to differentiate with the race to offer AI.”
The tech company unveiled new Apple Watch models, Series 10 and Ultra 2. Both products boast larger, thinner displays but are otherwise fairly similar to previous models.
“The lack of updates to the Watch line beyond the Series 10 speaks to the fact that smartwatches have become incredibly hard to improve in an annual cadence,” Wood said.
The new watches will be available Sept. 20. Preorders have started for Series 10, starting at $399, and for Ultra 2, starting at $799.
One big health feature that will be available in the upcoming watchOS is sleep apnea notifications.
Sleep apnea is when a person momentarily stops breathing while asleep. The condition can severely disrupt sleep and mental health and damage a person’s overall health. The Apple Watch will now be able to track breathing activity and help detect sleep apnea.
Apple is entering its AI era: Apple Intelligence, that is. The tech company announced Apple Intelligence at its Worldwide Developers Conference (WWDC) in June. At Monday’s event, Apple expanded on the feature’s integration and how it will work with Siri and other apps, such as helping users write emails or find and curate photos.
“Apple is doing what it does best, simplifying the user experience to deepen engagement. Novel features powered by Apple Intelligence will resonate with iPhone users, as they not only build upon the way they currently use their devices but also take experiences to a whole new level,” Pescatore said.
The iOS 18 update will be available for iPhones on Sept. 16, but apparently Apple Intelligence will not be a part of this update. Users will get to experience more with Apple Intelligence when iOS 18.1 rolls out next month, Apple said in a news release about upcoming AI features.
Questions about Apple Intelligence and privacy protection have been raised since the WWDC keynote, but there wasn’t much additional information during Monday’s event.
“Apple will lean into its hardware, software and platform integration to launch a cohesive AI pivot, and we expect the advertising and marketing of these products to focus heavily on safe AI use cases within Apple’s ecosystem,” said Emarketer analyst Gadjo Sevilla.
Updates to Apple’s headphones lineup include two versions of AirPods 4 – with and without active noise canceling – new colors for the AirPods Max, and AirPods Pro 2 models that will feature enhanced hearing protection.
AirPods 4 start at $129 (for the model without noise canceling), with preorders available now. Preorders also have begun for the Max model, which have a price tag of $549. All of the new headphones will be released Sept. 20.
One of the most interesting announcements at the event centered on the hearing-based features, including hearing protection, hearing profiles and hearing tests for AirPod Pros and iPhone. AirPods could be used as over-the-counter hearing aids this fall.
The Food and Drug Administration (FDA) announced Thursday it has “authorized the first over-the-counter hearing aid software device, Hearing Aid Feature, intended to be used with compatible versions of the Apple AirPods Pro headphones.”
Hearing Aid Feature, a software-only medical application, can be customized to a user’s need and can “amplify sounds for people 18 and older with perceived mild to moderate hearing impairment,” according to the announcement.
The FDA estimates about 30 million US adults have some degree of hearing loss. In 2022, the FDA established a new category of over-the-counter hearing aids for adults with perceived mild to moderate hearing loss.
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“Apple’s decision to add hearing aid capabilities to the AirPods Pro is another step on its path toward holistic health tracking, Wood said. “The idea that consumer headphones can offer hearing aid functionality may sound unrealistic but over-the-counter hearing aids have been growing in popularity over the last few years and the AirPods Pro would bring this technology to a more affordable price point.”
OTC hearing aids range in price from $99 a pair to more than $3,000, according to the National Council on Aging.