Apple's new iPhone 16 unveiled at "Glowtime" event

Will Apple's iPhone 16 be worth it? 05:09

Apple kicked off its splashy "It's Glowtime" event Monday, at which it unveiled its new iPhone 16. The event, held at Apple's Cupertino, California, headquarters, also marks the tech giant's foray in earnest into generative AI. 

Called Apple Intelligence, Apple's AI is designed to help customers "get things done effortlessly," the company said in a preview of the new feature. 

"The next generation of iPhone has been designed for Apple Intelligence from the ground up," Apple CEO Tim Cook said. "It marks the beginning of an exciting new era. iPhone 16 raises the bar for what an iPhone can do."

The new phones are water and dust resistant, and come in five different colors, Apple said. Among the upgrades from the last generation are a bigger battery and larger display sizes — the iPhone 16's display measures 6.1 inches, while the iPhone 16 Plus measures 6.7 inches.

The new iPhone models also feature a new and improved camera and control button that makes it easier to capture photos. These and other upgrades are powered by the new A18 chip, Apple said. The chip is capable of running large generative AI models, like Apple Intelligence, which is integrated across apps.

The iPhone 16 starts at $799 while the iPhone Plus costs $899 and up.  

The iPhone 16 Pro features a 6.3 inch display, while the Pro Plus measures 6.9 inches. The phones come in four titanium finishes: black, white, natural and a new desert shade.  The device will be available for pre-order beginning on Friday and will hit store shelves on September 20.

Apple said the iPhone 16 comes in four titanium finishes: black, white, natural and a new desert shade. Apple

Apple Intelligence will be available via a software update, iOS 18, set to arrive by October, the company previously said. 

New watches

Cook kicked off the event by presenting new base and "Ultra" Apple Watch models, which start at $399 and $799, respectively. The new series 10 watch can be pre-ordered immediately and will be available on September 10. The Ultra can also be pre-ordered for delivery September 20.

The Apple Watch series 10 features the company's biggest display and thinnest design to-date. 

Cook called them "the most beautiful and capable watches we've ever created." He also pulled back the curtain on the company's latest ear buds, the AirPods 4, plus AirPods Pro 2, and AirPods Max 2.

Apple presents the new Apple Watch Series 10 at an event on Sept.9, 2024, at the company's headquarters in Cupertino, California.  Andrej Sokolow/picture alliance via Getty Images

AirPods Pro 2 even feature an over-the-counter, professional grade hearing aid, Apple said. 

The event marks what Wedbush Securities technology analyst Dan Ives called Apple's "biggest upgrade cycle in its history."

"It's a historic event that kicks off the consumer AI revolution, now coming to Apple," he told CBS MoneyWatch. "About 20% of the world will ultimately interact with AI through an Apple device, and it all starts today."

Ives predicts it will take until the end of the year for Apple Intelligence to fully function on phones. He also says the AI will compel Apple customers who haven't upgraded their iPhones in some time to purchase the latest model.

The iPhone accounted for roughly 60% of Apple's $39 billion in sales last quarter. 

Apple CEO Tim Cook delivers remarks at Apple's annual technology showcase at the company's headquarters on Sept. 9, 2024, in Cupertino, California.  / Getty Images

"Three-hundred-millions iPhones haven't upgraded in four years, so that creates what we believe is going to be the strongest iPhone unit year in Apple's history," Ives said. He added that consumers with an aversion to AI can just turn the features off. Still, not all experts see the need for users with older iPhones to upgrade just yet, even with the advent of Apple Intelligence.

"While I agree that Apple Intelligence has long-term potential, I'm not convinced that its first iteration will deliver the game-changing usability that many anticipate," wrote Jason Perlow, senior contributing writer at ZDNet in a recent article.

—The Associated Press contributed to this report.