San Francisco: Apple will unveil the iPhone 16 series today at its much-anticipated "Glowtime" event, touting new AI capabilities as the tech titan strives to resurrect the attractiveness of its flagship product. The event, which will take place at Apple's Cupertino headquarters, is likely to highlight the latest iPhone models with generative AI upgrades, as well as a redesigned version of Siri, Apple's digital assistant, which has been improved with AI-powered capabilities. Siri will receive considerable upgrades, including a new visual design as a pulsating light on the home screen and additional AI capabilities that promise to provide more intelligent, individualized assistance. Analysts believe this is part of Apple's bigger aim to update its services and compete with Google and Samsung, both of whom have integrated AI into their latest gadgets. The iPhone generated $39 billion in sales last quarter, accounting for almost 60% of Apple's revenue. The company is counting on the AI technologies in the iPhone 16 to pique consumer interest as more people hold on to previous devices for longer. Forrester analyst Dipanjan Chatterjee notes that the new "Apple Intelligence" suite of AI-powered applications represents a big shift for the tech giant. This suite, launched at Apple's developer conference in June, includes AI-powered picture editing, translation, and creative tools that aim to improve user experiences across all Apple devices. According to Creative Strategies analyst Carolina Milanesi, Siri's improvement would most certainly be a significant focus of the launch, particularly given competition from emerging AI assistants such as GPT-4, which have overtaken Siri's skills in recent years. With bespoke chips slated to power these new AI functions, Apple hopes to disrupt the industry and revolutionize the iPhone experience with a "super-powered Siri" that would eventually integrate seamlessly across all of its apps. Apple's AI push comes just after Google released the Pixel 9 series, which has comparable AI upgrades as part of its effort to compete with Apple and Samsung in the smartphone market. Despite Pixel's limited market share, Google's aggressive concentration on real-world AI applications creates the conditions for fierce competition. Samsung has also implemented AI into its latest consumer devices, with the goal of maintaining its global smartphone sales dominance. As the iPhone 16 debut date approaches, all eyes are on Apple's ability to deliver on the promise of AI, which is becoming the next battleground for industry titans. Whether these enhancements are enough to persuade customers to upgrade remains to be seen, but Apple is certainly banking big on artificial intelligence to power the next chapter of its iconic product.