Apple has scheduled its fall event for September 9 at its Cupertino headquarters, according to a recent invitation. The event is anticipated to feature the debut of new iPhones along with updates to other devices and applications.

This upcoming event is pivotal for Apple as it aims to counteract a global decline in sales, particularly in China, and to outline its strategy for artificial intelligence (AI). During its developers conference in June, Apple introduced a range of AI advancements under the banner "Apple Intelligence," which includes a revamped Siri and integration with ChatGPT. These enhancements will be available exclusively on the latest Apple devices and will be rolled out gradually later this year.

Apple faces mounting competition from rivals such as Samsung and Alphabet’s Google, who have recently unveiled AI capabilities with their new Galaxy and Pixel smartphones, respectively.

The event invitation, which features the tagline "It's Glowtime," does not provide additional specifics. Historically, Apple uses its fall event to announce new iPhones and Apple Watches, marking it as the company's most significant product launch of the year.

In recent times, iPhone sales have experienced a slowdown due to a lack of major updates in new models and increased competition from Android smartphones that offer high-end features at lower prices. Apple reported that its third-quarter sales exceeded expectations, buoyed by the iPhone 15 series, despite a 6.5% drop in overall sales in China, largely due to competition from local brands like Huawei.