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The latest iPhones could hit the market in less than a month.

Apple plans to launch the next generation of iPhones, AirPods and Apple Watches on Tuesday, September 10, according to a report published Friday by Bloomberg chief correspondent Mark Gurman. The phones will reportedly go on sale on September 20.

The main difference between the iPhone 15 launched last year and the new generation expected in September is Apple Intelligence, a host of AI tools that improve Siri, give the voice assistant direct access to third-party AI such as ChatGPT and add AI-generated emojis, among other things.

Related: Morgan Stanley analysts named Apple a top stock and doubled their iPhone expectations – here's why

Apple introduced its specially branded AI in June. The iPhone 15 Pro and Pro Max will feature Apple Intelligence in the fall, and the iPhone 16 line is expected to follow.

According to Bloomberg report, the latest iPhones will also have larger screens and improved camera features on the Pro models. Apple will also update AirPods and Apple Watches at the event.
Apple CEO Tim Cook. Photographer: David Paul Morris/Bloomberg via Getty Images

Analysts have predicted that this fall could be a lucrative upgrade cycle for Apple – it could be even bigger than when the iPhone 12 came out in 2020 and had 5G as a selling point. 100 million iPhone 12 units were sold in seven months.

AI is “more compelling than anything we’ve seen since,” analyst Gil Luria of DA Davidson told Reuters.

Morgan Stanley analysts named Apple one of their top stocks in July, calling Apple Intelligence a “clear catalyst” for current iPhone users to upgrade.

Related: Apple's AI has a catch – and it could boost sales

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