Every autumn, just like the changing leaves and the return of pumpkin spice lattes, Apple reliably reveals its newest iPhone lineup.

This year was no exception. At the “Glowtime” event on Monday, Apple showcased the upcoming iPhone 16 series along with the Apple Watch 10 and Ultra, as well as updates to AirPods, AirPods Pro, and AirPods Max. The tech giant also shared news about iOS 18 and Apple Intelligence.

Sometimes, the announcements feel only slightly different from the previous year’s versions—perhaps a better camera or a few more color options at the same price point. Would shiny new purple AirPods Max grab your attention? Certainly. But is there anything more than new colors?

This inquiry goes beyond Apple. Many tech companies tend to make only minor upgrades rather than significant innovations. It’s understandable, as consumers can be quite unpredictable in their preferences. Apple’s stock experienced some fluctuations on Monday, dropping nearly 2% during the event but recovering to close up by 0.04%.

For a brand that once proudly declared “Think Different” in the late ’90s and early 2000s, is Apple still innovating in a substantial way? Or do consumers prefer the familiarity of the expected?

“There’s a growing sentiment that smartphone updates have become somewhat tiresome,” stated Ben Wood, chief analyst and CMO at CCS Insight. “Apple is not exempt from this trend and is banking on software and AI to rejuvenate interest in its flagship product and stimulate upgrade purchases.”

iPhone 16 Series

On Monday, Apple unveiled its latest iPhones, which include the iPhone 16, 16 Plus, Pro, and Pro Max, with prices starting at $799. Preorders for these devices will begin on Friday.

“The iPhone 16 lineup is crucial for Apple, especially as consumer demand for new smartphones is declining,” Wood mentioned.

One new feature is the addition of a Camera Control button on the side of the devices. The popular Action Button from the iPhone 15 Pro has also made its way to the new series. The Pro and Pro Max versions now feature slightly larger displays.

Perhaps real innovation will come from the technology inside the products, rather than their exterior aesthetics.

“For possibly the first time, the emphasis is on services during the new iPhone reveal,” explained Paolo Pescatore, tech analyst and founder of PP Foresight. “This is significant, highlighting the ongoing rivalry among consumer tech providers to stand out in the AI competition.”

Apple Watch Updates

The company also introduced new models of the Apple Watch, Series 10 and Ultra 2. These watches offer larger, thinner displays but are otherwise quite similar to earlier versions.

“The minimal updates to the Watch lineup beyond the Series 10 reflect how challenging it has become to innovate smartwatches annually,” Wood commented.

The new watches are set to launch on September 20, and preorders have already started, with Series 10 beginning at $399 and Ultra 2 at $799.

A key health feature in the upcoming watchOS will help users receive notifications related to sleep apnea.

Sleep apnea is a condition where a person intermittently stops breathing during sleep, which can significantly disrupt sleep quality and overall health. The new Apple Watch will monitor breathing patterns and assist in detecting sleep apnea.

Apple Intelligence

Apple has embarked on a new journey into artificial intelligence with the introduction of Apple Intelligence. This was first announced during the Worldwide Developers Conference (WWDC) in June. At a recent event on Monday, Apple elaborated on how this feature will integrate with Siri and other applications, aiding users in tasks like composing emails and organizing photos.

According to analyst Pescatore, “Apple is enhancing the user experience, making it easier to engage with their devices. Features driven by Apple Intelligence will appeal to iPhone users by not only enhancing their current usage but also elevating it to new heights.”

The upcoming iOS 18 update for iPhones is set to launch on September 16. However, Apple Intelligence will not be included in this update. Users can expect more functionalities related to Apple Intelligence with the release of iOS 18.1 next month, as stated in a recent press release.

Since the WWDC keynote, there have been concerns regarding the privacy aspects of Apple Intelligence, but the recent event provided little additional insight.

Emarketer analyst Gadjo Sevilla noted, “Apple plans to leverage its hardware, software, and platform integration to create a unified AI strategy, heavily marketing these products around safe AI applications within its ecosystem.”

Updates for AirPods

The latest updates to Apple’s AirPods lineup feature two versions of AirPods 4, one with active noise cancellation and one without. Additionally, new color options will be available for AirPods Max, and AirPods Pro 2 models will include upgraded hearing protection features.

The starting price for AirPods 4 is $129 for the model lacking noise cancellation, with preorders now available. The Max model, priced at $549, is also open for preorders. All new headphones are set for release on September 20.

One of the most noteworthy announcements from the event was a focus on hearing-related features, such as hearing protection, individualized hearing profiles, and hearing assessments for AirPod Pros and iPhones. This fall, AirPods may function as over-the-counter hearing aids.

Recently, the Food and Drug Administration (FDA) announced the authorization of an over-the-counter hearing aid software designed for use with certain versions of Apple AirPods Pro headphones.

The Hearing Aid Feature is a standalone software application that can be customized for individual needs, providing amplification for adults over 18 who have mild to moderate hearing loss, as per the announcement.

According to the FDA, approximately 30 million U.S. adults experience varying degrees of hearing loss. In 2022, the FDA introduced a new category of over-the-counter hearing aids targeted at adults with perceived mild to moderate hearing loss.

Wood commented, “By introducing hearing aid functionalities to AirPods Pro, Apple is moving toward a more comprehensive approach to health tracking. It may seem ambitious to think that consumer headphones can function as hearing aids, but the popularity of over-the-counter hearing aids has risen significantly in recent years, making AirPods Pro a more accessible option for this technology.”

According to the National Council on Aging, the prices for OTC hearing aids range from $99 to over $3,000 per pair.