It’s time again for Apple’s annual post-Labor Day product launch event, and this year it brings with it a pretty big new product, but one that comes with a lot of limitations.

Apple’s big upcoming event day is Monday, September 9, when Tim Cook and other executives will deliver their latest spectacular presentations at the Steve Jobs Theater at Apple Park in Cupertino.

The teaser tagline this time around is “It’s Glowtime,” and it’s not yet clear what that refers to. As TechCrunch notes, the new iPhone 16 Pro models are expected to have larger screens, and MacRumors suggests there will be a new haptic side button specifically for taking photos. There could also be a new, larger Apple Watch model and a few new versions of AirPods.

The big news, according to CNN, is likely to be the first iPhone built with generative AI capabilities in mind. However, it looks like some of those features won’t be rolling out as quickly as the phones hit the market.

New features are being introduced as part of Apple’s Intelligence initiative, including AI-generated personalized emoji called Genmoji. And Siri is set to get a major upgrade using Apple’s recent collaboration with OpenAI – but since this is relatively new, analysts expect a new, ChatGPT-enhanced Siri won’t be available until late next year at the earliest.

Apple gave some hints about this trend toward generative AI during its Worldwide Developers Conference in June.

Once this new, super-powerful Siri goes live, Apple’s long-standing personal assistant — which has always been a sort of AI-lite model — will probably (perhaps eerily) look more like Scarlett Johansson in Her. Possible features include being notified when a loved one’s plane lands, receiving a summary of your email inbox, and having questions about your schedule answered.

Since Apple usually surprises fans with such new features long before they are available, we can expect to see some of these features in a demo in two weeks.

As for the cost of the new iPhone 16 models, it is safe to assume that they will be significantly more expensive overall compared to the iPhone 15.

According to CNN, it is also expected that some or all iPhone 15 models will be eligible for some of these software upgrades later on.

Previously: Apple announces its entry into generative AI in WWDC keynote