Apple unveiled its much-anticipated iPhone 16 lineup, and a sweeping array of AI intelligence features at its “Glowtime” product launch event. The highlight of the show was the official debut of “Apple Intelligence,” Apple’s audacious gambit that generative AI will breathe new life into iPhone sales. It’s a big risk. Apple took a backseat on generative AI for months in 2023, with CEO Tim Cook stating the company wasn’t going to rush into it like Microsoft, Google, and others. With Apple Intelligence, that sentiment is changing. “We are thrilled to introduce the first iPhones designed from the ground up for
Apple unveiled its much-anticipated iPhone 16 lineup, and a sweeping array of AI intelligence features at its “Glowtime” product launch event.
The highlight of the show was the official debut of “Apple Intelligence,” Apple’s audacious gambit that generative AI will breathe new life into iPhone sales.
It’s a big risk. Apple took a backseat on generative AI for months in 2023, with CEO Tim Cook stating the company wasn’t going to rush into it like Microsoft, Google, and others.
With Apple Intelligence, that sentiment is changing.
“We are thrilled to introduce the first iPhones designed from the ground up for Apple Intelligence, and its breakthrough capabilities,” said Apple CEO Tim Cook in the keynote presentation.
Cook showcased a range of new AI-powered features, including customizable emoji creation, a turbocharged Siri voice assistant, and intelligent search functionality that can extract information across photos, emails, and text messages.
The iPhone 16 and its beefier 16 Pro also sport a sleek redesign, with a “bold new color palette” offering an eye-catching titanium finish.
The Pro models boast expanded 6.3-inch and 6.9-inch OLED displays with trimmed-down bezels, a hard-wearing ceramic coating, and a “Camera Control” button for effortlessly switching between lenses and capture modes.
Powering the devices is a powerful new A18 chip purpose-built for demanding AI workloads, promising elite performance for intensive tasks.
But there’s a caveat to all of this Apple Intelligence isn’t actually out yet. It will initially be available exclusively to US English language users starting in October before gradually expanding to other languages over the course of 2025.
“This is a cycle where things are going to get phased in, as opposed to a typical launch, where you get improvements on hardware,” noted Wamsi Mohan, an analyst at Bank of America, to the FT.
“What is not fully understood yet is when Apple Intelligence is going to roll out, with what features. That does change the way that people view the dynamics of the cycle.”
Other Apple hardware on show
Apple also demoed a few other shiny new devices at the event:
Apple Watch Series 10: The flagship wearable has been redesigned with a dramatically enlarged display, premium titanium case options, and sophisticated health monitoring features like sleep apnea detection.
Apple Watch Ultra: The power-packed Ultra model benefits from an even bigger screen, a medley of ocean and watersports-centric tracking features, and striking new colourways, including satin black.
AirPods: The 4th generation of the iconic true wireless earbuds gains active noise cancellation for the first time, while the range-topping AirPods Pro 2 touts Live Listen enhancements for improved accessibility and hearing aid applications.
Apple Intelligence is somewhat of a gamble, but then again, Apple simply couldn’t risk letting Google forge on with its own AI-driven Pixel devices.
But Cook and others emanated confidence in their AI-centric product vision, weaving generative AI deep into the fabric of its industry-leading hardware and software ecosystem.
Will it all pay off big time, or is it simply a sign of the times: AI integration into everything is a norm we’ll all start to take for granted.
