Honestly, the "Glowtime" vibe was everywhere before the September Apple event 2024 even started. You saw the swirling Siri colors, the rumors about "X" branded watches, and a lot of noise about how AI was going to change your life overnight. But now that we’ve lived with these devices for a bit, the reality is a lot more nuanced than the flashy keynote made it seem.
Apple didn't just dump a bunch of specs on us. They basically tried to rewrite how we actually touch our phones.
If you were looking for a folding iPhone or some wild holographic display, you probably felt a bit let down. But if you care about the "boring" stuff—battery, thermals, and how fast you can snap a photo—this event was actually a massive shift. It wasn't just about the iPhone 16. It was about Apple finally admitting that their hardware needed to catch up to the software they’ve been dreaming about for years.
The Camera Control button is the September Apple event 2024 sleeper hit
Everyone talked about the "Capture Button" before the launch. Apple officially called it Camera Control.
It’s not just a clicky button. It’s a sapphire crystal-covered piece of tech with a force sensor. Basically, it mimics the feel of a high-end DSLR shutter. You click it to launch the camera. You light-press it to bring up a tiny overlay menu. You slide your finger across it to zoom or change your f-stop.
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Most people thought this was just for the Pros. Nope. Apple put it on the entire iPhone 16 lineup. That’s a huge deal because it signifies they are moving away from the "Pro gets everything" strategy. They want everyone—from the casual hiker to the TikTok influencer—to feel like they have a dedicated camera in their pocket.
Why the A18 chip matters more than you think
In previous years, the base model iPhone got last year’s Pro chip. Not this time. The September Apple event 2024 gave the base iPhone 16 the A18 chip, while the Pro got the A18 Pro.
Why the change?
One word: Intelligence.
Apple Intelligence (their fancy name for AI) needs a lot of RAM and a specific type of neural engine. If Apple had put the old A17 chip in the base 16, it wouldn't have handled the local LLMs (Large Language Models) well enough. So, for the first time in a while, buying the "cheap" iPhone doesn't feel like you're buying a year-old computer. It’s got 8GB of RAM across the board. That’s the baseline now.
The Apple Watch Series 10 is the real redesign
The rumors were all about an "Apple Watch X" to celebrate the 10th anniversary. We didn't get that name, but we got the watch. It’s thinner. 10% thinner than the Series 9, to be exact.
But the screen is the real story. The 46mm Series 10 actually has more screen real estate than the Apple Watch Ultra. Let that sink in. You can get a screen bigger than the rugged, $799 tank-of-a-watch in a casing that’s under 10mm thick.
They also introduced a wide-angle OLED. If you’ve ever tried to check your watch while your hands were full, you know the struggle of the screen washing out at an angle. This new tech is 40% brighter when viewed from the side. It sounds like a "small" update until you’re outside in the sun trying to see if that text was from your boss or your spouse.
The Sleep Apnea controversy
Apple talked a lot about sleep apnea detection. It uses the accelerometer to track "breathing disturbances" over 30 days. It's cool, but it wasn't available at launch in every country. It required FDA clearance in the US, which they got, but it's a reminder that Apple is becoming a medical device company as much as a tech one.
The Watch Ultra 2 also got a "refresh," but let's be real: it was just a new Black Titanium color. It looks stealthy, sure, but the internals stayed exactly the same. No Ultra 3. That was a bummer for the hardcore athletes waiting for a new sensor.
AirPods 4: The death of the "one size fits all" struggle
Apple did something weird here. They launched two versions of the same earbud.
- AirPods 4 (Base): $129. Basically better sound and a smaller case.
- AirPods 4 with ANC: $179. This is the one people are actually buying.
Getting Active Noise Cancellation in an open-ear design (no silicone tips) is a massive engineering feat. It shouldn't work. Physics says it shouldn't work. But Apple used the H2 chip to cancel out low-frequency hums like airplane engines or city traffic. It’s not as quiet as the AirPods Pro 2, but for people who hate stuff shoved in their ear canals, it’s a godsend.
And the AirPods Max? They just got USB-C and some new colors. Still the old H1 chip. Still no Adaptive Audio. Honestly, that was the most disappointing part of the whole September Apple event 2024. If you’re a high-end audio nerd, you're still waiting for a "real" Max 2.
What actually happened with Apple Intelligence?
There was a lot of confusion. Tim Cook stood on stage and showed off all these cool AI features—writing tools, Siri actually knowing what’s on your screen, Genmoji.
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But here’s the kicker: none of it was on the phone when it hit stores in September.
It started rolling out in October (iOS 18.1) and didn't really get "good" until 18.2 with ChatGPT integration. Even now, some features are still in beta. Apple sold a "vision" of a phone that would eventually be smart. It’s a shift from their usual "it just works" launch day vibe to a "it will work soon" vibe.
Actionable Next Steps for You
If you're sitting there wondering if you should upgrade or wait, here’s how to look at it without the marketing fluff.
1. Check your battery health. If your current iPhone is at 80% health or lower, the thermal improvements in the iPhone 16 (thanks to that new internal graphite structure) make a massive difference. It doesn't get nearly as hot when charging or gaming.
2. Audit your ear shape. If the AirPods Pro give you "ear fatigue" or itching from the silicone, the AirPods 4 with ANC are the best alternative on the market. Just don't expect them to block out a screaming baby on a flight as well as the Pros do.
3. Don't buy for the AI (yet). If you’re only upgrading for Apple Intelligence, wait until you see a demo of the specific feature you want. Siri is better at understanding stumbles ("Siri, set an alarm for 7—no, 8 AM"), but it's not Jarvis yet.
4. The Desert Titanium is darker than you think. In person, the new Pro color is more of a sophisticated "sand" than a "gold." If you’re a fan of the old Gold iPhones, this might feel a bit muted to you. See it in a store before you commit.
The September Apple event 2024 wasn't a revolution of form. It was a revolution of the internal guts. Apple is betting that you care more about a button that works like a camera and a watch that hides under your shirt sleeve than a folding screen. Time will tell if they're right.