The iPhone 17 is here. At Tuesday's "awe dropping" Apple event, we got the new iPhone 17 lineup, including a new ultra-slim model called the 17 Air, new AirPods Pro 3 and new Apple Watches. But it was what Apple didn't highlight that is most curious to me: its artificial intelligence, named Apple Intelligence.
I counted only 11 mentions of "Apple Intelligence" during the 75-minute presentation, and most of them were passing references to how the new devices can support AI or existing features. A new live translation feature heavily uses AI but was only given a passing reference as "powered by Apple Intelligence." The Apple Watch Ultra 3 also has a workout coach that can give you personalized feedback using a gen AI voice. Otherwise, it was almost like Apple Intelligence didn't exist.
It's a smart move for Apple. Despite introducing Apple Intelligence at its annual WWDC developers conference last year, Apple has struggled to keep pace with AI innovation. Many of Apple's AI capabilities shown off at WWDC 2024 were released to little fanfare or delayed for subsequent software updates. Apple had to pull commercials showing off more advanced AI tools it hadn't released publicly. And we're still waiting on some promised upgrades, like an AI-enabled smarter Siri.
Meanwhile, competitors like Google, Samsung and Microsoft have been quick to integrate AI into smartphones, laptops and standalone devices.
Apple is no stranger to being late to the game. Android enthusiasts love to point out that many new iOS features are tools Android phones have had for years. But the company's talent for leading the pack, regardless, seems to be absent in this AI race. Apple's focus on AI has even backfired at times, with its "crushing creatives" iPad commercial that sparked outrage from the very creators the company was trying to sell to.
I have no problem with a tech company taking its time to refine a product, especially when it's as controversial and ubiquitous as AI. I do have a problem with a tech company thinking that one measly software upgrade is reason enough for me to cough up my hard-earned money to trade up my device. Luckily for me, Apple seems to have learned from its mistakes.
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It's not just me. Only 11% of smartphone users in the US upgrade solely for AI, according to a 2025 CNET survey. AI has flooded tech events and devices over the past two years, even as people continue to be rightfully wary about the technology. Concerns abound, including its training procedures, job replacement capabilities and increasingly present role in creative industries. Personally, I was so annoyed with my iPhone 16's camera control button for Apple's visual intelligence that I ultimately turned it off for good.
In the age of AI, the decision not to focus on the controversial and flawed tech was smart and refreshing. But with iOS 26 rolling out on Monday, the reprieve could be very short-lived.
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