On Monday, Apple introduced the iPhone 16, designed with generative artificial intelligence features, as it looks to reignite sales and compete in the rapidly evolving tech landscape.

The new device, highlighted at an Apple’s Silicon Valley headquarters event, is the first iPhone built for the company’s ‘Apple Intelligence’ AI platform, announced earlier this year.

“We are thrilled to introduce the first iPhones designed from the ground up for Apple Intelligence,” said Apple CEO Tim Cook. The new AI features, including enhanced image editing, translation, and messaging functions, will be available on the iPhone 16 starting next month, initially in English.

The iPhone 16 also introduces a Camera Control Button that uses AI to organize photos or add calendar events from images, such as concert posters. Analysts suggest that while current AI capabilities are incremental, they may eventually transform the iPhone experience.

The iPhone 16 starts at $799 and will be available on September 20. Apple also announced its Apple Watch and AirPods updates, emphasizing health features like sleep apnea detection. Apple shares remained steady despite the product launch, with iPhones still accounting for 60% of the company’s revenue.