Every year around this time, Apple, one of the most valuable companies in the world that brings out the latest technology and creative devices in the market, has maintained the tradition this year as well.

This trend started by the former head of the company, Steve Jobs, has been continued by the company even after his death. Every year, Tim Cook, the head of the company, releases various new gadgets.

Apple this year showed a wide variation in its products. In order to address the consumer's curiosity and dependence on the growing artificial intelligence (AI) in the market, Apple has announced the addition of the Mangge feature of 'Apple Intelligence' based on AI technology to its products, especially the iPhone. At the developers' conference held last June, Cook, the head of Apple, mentioned that Apple intelligence is being used more and more in the latest iPhone in collaboration with a well-known company like "Open AI".

In Tuesday morning's event, Apple announced its new models of 'iPhone 16', Apple Watch, AirPod, iPad, MacBook. In the program, along with Cook, senior Apple officials presented a glimpse of how 'Apple Intelligence' works in their new and some old products. 

In the program called 'It's Glotime' held at the Apple headquarters in California, the company informed about the improvements and updates made to its Apple Watch and AirPods. It has also released various software updates with the claim of making it easier and accessible especially for the hearing impaired. Apple, which has not brought any new gadgets since the introduction of AirPods and Apple Watch nearly a decade ago, has been accused of indulging in new versions of its old gadgets except for the release of 'Vision Pro' last year.

The company introduced the iPhone 16 series, which includes iPhone 16, iPhone 16 Plus, iPhone 16 Pro and iPhone 16 Pro Max, as a product that incorporates Apple intelligence technology and will be available in the market from the second or third week of September. "AI and machine learning technology have played a significant role in providing many of the features and experiences we love today," Cook, the company's chief, said at the event. "We are excited to introduce the iPhone series designed specifically for Apple Intelligence."

The iPhone 16 model includes the A18 Pro chip. It features second-generation 3-nanometer transistors and a new 16-core neural engine for Apple Intelligence. It is specifically designed for generative AI purposes. The iPhone 16 has a 48-megapixel 'Fusion Camera' and a telephoto feature, as well as the ability to shoot 4K video at 120 frames per second.

Similarly, the Pro model has added a recording studio-quality voice recording feature. Not only this, the 'Audio Mix' feature has also been kept and the company has claimed that it is the first such feature in the entire smartphone industry. The company mentioned that with the help of machine learning technology, the speaker and background sound can be distinguished in the voice recording app. In the Voice Memo app, which is expected to be released by the end of this year, it is said that it will be made available to musicians, podcasters, etc., so that one audio can be placed on top of another, so that it will be easy for audio mixes. 

iPhone 16 starts at $799, iPhone 16 Plus at $899, iPhone 16 Pro at $999, and Pro Max at $1,199. The Apple Intelligence feature, which is said to be available on iPhone 16, iPhone 15 Pro and iPhone Pro Max, is currently only in beta version and will be available only from next month and it is claimed that it will usher in a new era for iPhone's digital voice assistant Siri.

While the 13 and 14 series of iPhones were extremely successful, the 15 series phones were relatively unsuccessful. Released in 2021, Apple's 13 series broke the revenue records of all previous and subsequent series. That year, Apple's revenue rose nearly 9 percent to nearly $72 billion. Apple sold 40 million cell phones of the 13 series within a few months of its release. Apple's 14 series cell phones were also sold in 2 months after their release. Apple, which has sold about 80 million iPhone 14 series, has been able to sell only about 70 million units of the 15 series so far. 

In 2023, for the first time in 2023, Apple succeeded in becoming the best-selling smartphone in terms of sales of new and old models of iPhones, occupying more than 20 percent of the world market. Apple's revenue is still higher than that of Samsung and Huawei, which earn around $44 billion and $26 billion annually, respectively. However, Apple has been accused of being slow and slow in the latest technology. Some of the features of video stabilization, charging port, message scheduling, various camera technologies, display and design that Apple is adding now have already come to Android and especially Samsung phones. 

Apple, which has recently been hit by trade and conflict, has been hit hard by the local company Huawei in China. Along with Huawei, which started bringing models with its own advanced chip and AI processor, Vivo, Oppo, Honor, Xiaomi and the South Korean brand Samsung have dominated the market of India and China, two of the world's largest population countries. Apple has indicated that it will make full use of the AI ​​features obtained from OpenAI for free and gradually increase its use in other products. 

Apple seems to be trying to increase its 2023 sales of 2.5 million MacBooks, 80 million Airpods and 40 million Apple Watch sales through more new and attractive designs. Apple has also decided new plans to increase the business of Vision Pro, which was launched last year with a lot of fanfare and is priced at around Rs 4 lakh. Apple expects the 16-series phones to set sales records again as they increase the use of AI in their products, along with improved batteries, cameras, security and processors.