Apple, never one to fuck around or otherwise fumble the bag when it comes to annual instances of pomp and circumstance, were back at it on Monday with the company’s It’s Glowtime event.

Ahead of the always-preceded-by-thorough-speculation festivities, chatter on what may or may not be unveiled focused largely on expected developments of the iPhone 16 variety, including Apple Intelligence news.

Below, see a continually updated assortment of highlights from the proceedings. As you'll see, Apple delivered on both fronts, with Cook stressing that Apple Intelligence is at the heart of a new chapter for the company's lineup.

For a look back at what Tim Cook and crew pulled off with last year’s iPhone-focused Cupertino event, see this rundown from yours truly should you be in need of some timely reflection on the endless sprint that is the pursuit for the future.

Apple Watch

Cook expressed excitement about the "beautiful new design" of the latest watch, which this time around gets both the biggest display and slimmest design yet.

Apple COO Jeff Williams took things from there, showing off the Apple Watch Series 10's litany of tweaks, including 30 percent more screen area and a 40-percent bright appearance when viewed from an angle. Finishes include Jet Black, a color that seems tailor made for someone like me, as well as Rose Gold and Silver Aluminum.

Other highlights include this marking the thinnest such device yet at just 9.7 millimeters. Users can also play music through the speakers and put the Translate app to use, not to mention enjoy the 20-percent drop in weight thanks to polished titanium. Additionally, a new sleep apnea feature aims to further strengthen Apple's presence in the health space.

The new Apple Watch starts at $399, with preorders starting today. A wide launch is set for Sept. 20.

Apple Watch Ultra, meanwhile, has some boast-worthy features of its own, including what the company described as the “most accurate GPS in a sports watch.” Apple Watch Ultra 2 starts at $799, with preorder and wide launch dates in line with the above.

AirPods

First up, AirPods 4, powered by the H2 chip, gets a tweaked design that aims to boost the comfort and accommodate ear shapes of all kinds. Usability boosts for AirPods 4 also include increased voice isolation for calls, a nod-or-shake-your-head-to-respond-to-Siri capability, Active Noise Cancelation and Transparency modes, Conversation Awareness, wireless charging for a speaker-including case, and more.

AirPods 4 are $129, while the 4 with Active Noise Cancelation is $179.

For AirPods Max’s long-speculated update, new colors—including Starlight and more—were teased. USB-C functionality is also on the agenda, while the starting price remains $549.

Meanwhile, AirPods Pro, which Apple says its most popular product from its headphones lineup, is getting a Hearing Protection feature added as part of a trifecta of concerns Apple says is at the center of this latest iteration of in-ear wearables. The three issues given features to bolster their effectiveness include prevention, awareness, and assistance. Hearing Test, for example, takes just five minutes and allows you to check your hearing from the comfort of home, while a fresh (and clinical-level) Hearing Aid feature aims to help those in need of treatment.

iPhone

These are the first phones “designed from the ground up” with Apple Intelligence in mind, per Cook.

“It marks the beginning of an exciting new era,” Cook said during Monday’s presentation.

The 16 has aerospace-grade aluminum, a 50-percent more effective Ceramic Shield, two size options (6.1 inches for the standard, 6.7 inches for the Plus), a customizable action button, Camera Control, and more. The device’s A18 chip, made specifically for the 16 lineup, marks a leap of two generations when compared to the 15 models.

Highlighted Apple Intelligence-powered features on the new phone’s iOS include writing tools, the ability to create new emoji, email summaries featuring what’s been determined as the key aspects of any given message, and (as had been speculated) the promise of a “more natural” and “personal” Siri experience.

iPhone 16 starts at $799, while iPhone 16 Plus starts at $899.

Next, Cook introduced the latest Pro models, which—like everything discussed on Monday—puts Apple Intelligence to use across its design. Larger displays, ProMotion, Always-On capabilities, studio quality mics, an expansion of Voice Memos' demo-enabling features (namely through multitrack recording capabilities), and the A18 Pro chip are key to the unbeatability of the latest Pro models, Apple said.

To illustrate, Apple also gave fans a behind-the-scenes look at The Weeknd’s new video for “Dancing in the Flames,” shot using a 16 Pro.

The 16 Pro starts at $999 and $1199 for the Pro Max. Preorders launch Friday.