Apple earnings preview: AI-powered iPhone sales take centre stage

Apple will report its fourth-quarter earnings for fiscal year 2024 after US markets close on 31 October.

iPhone sales remain a crucial metric for investors assessing the company's market valuation. Apple has integrated artificial intelligence (AI) into its recently launched iOS 18.1, which is anticipated to boost handset sales.

Demand is expected to rebound in China, a key driver of the company's growth in the September quarter. In addition, another major segment, Apple Services, is expected to maintain steady growth.

Josh Gilbert, Market Analyst at eToro, said: "Apple intelligence will feature heavily, I'd expect to hear plenty of commentary on the call surrounding that."

He added: "Apple Services remains a big part of the business. Offers great margins and has been growing at a great pace as well."   

Apple's shares have risen by 25% this year, reaching an all-time high last week following data that revealed a significant rebound in iPhone sales in China during the July to September period.

Apple launched iOS 18.1, featuring its AI-based Apple Intelligence, which enables various new functions such as enhanced writing tools, photo editing, and summarised notifications. iOS 18.1, which powers the recently unveiled iPhone 16 series, is critical for bolstering sales of the latest handsets.

The AI-supported features are available on the iPhone 15 Pro, iPhone 15 Pro Max, and iPhone 16 models, and are expected to drive demand as customers upgrade their devices.

According to a Bloomberg report, sales of the iPhone 16 in China rose by 20% in the first three weeks of its release, compared to its predecessor.

The data indicates that consumers are increasingly opting for higher-end models, with sales of the Pro and Pro Max versions up