At yet one more splashy occasion, Apple on Tuesday launched its newest lineup of iPhones: the iPhone 17, 17 Professional, 17 Professional Max, and a brand new slimmer model dubbed the iPhone Air. The “Air” branding is supposed to call to mind different light-weight — and generally inexpensive — Apple merchandise just like the MacBook Air and iPad Air. But it surely additionally recollects a time when smartphone makers have been chasing an ever-thinner cellphone. Within the AI period, nonetheless, it’s not essentially the machine’s measurement that issues; it’s what the software program it runs can do.
On this entrance, Apple has lagged its rivals.
At its iPhone 17 occasion, the corporate solely referenced AI expertise just a few occasions: to rehash some updates introduced in June at WWDC, like Visible Intelligence and its on-device fashions, and in some elements of its digital camera upgrades, just like the iPhone 17’s entrance digital camera, which it calls Heart Stage.
Probably the most compelling use of AI wasn’t even launched as a cellphone improve; it was the AI-powered Stay Translation function coming to Apple’s AirPods 3.
There was no point out of Siri in any respect, AI-powered or in any other case.
A lot has been made about how Apple’s miscalculation on AI may negatively have an effect on its trade standing and future success. In the meantime, Google final month rolled out its newest launch of an AI-powered Android cellphone with its Pixel 10, as iPhone homeowners nonetheless await an AI Siri that’s been delayed till 2026.
Till now, Apple has solely launched what could possibly be thought of baseline AI options for its gadgets, like AI writing instruments, summarization, generative AI pictures (which some complain aren’t superb), dwell translation, visible search, and Genmoji, amongst others. But a digital assistant that understands a variety of questions — with out deferring to ChatGPT — or one that may present additional context out of your iPhone apps stays overdue.
Not too long ago, it was reported that Apple is trying to third events to assist it catch up within the AI race. An AI-enhanced Siri could possibly be operating another expertise — like Google Gemini — underneath the hood.
At first look, this delay, mixed with the choice to depend on a 3rd celebration — and even, presumably a large acquisition — looks as if it may spell unhealthy information for Apple. Nevertheless, Apple’s determination to outsource a number of the cellphone’s AI expertise may really turn out to be a promoting level for shoppers.
At the moment’s iPhone homeowners usually swap out Apple’s expertise for Google’s by choosing Gmail, Google Drive and Docs, Google Maps, and Chrome over Apple’s personal apps like Mail, its iWork suite, Apple Maps, and Safari, for instance. When individuals search the net, they flip to Google’s Search app, not Apple’s built-in Highlight search, regardless of its many integrations over time to supply primary info and solutions, leveraging sources like Wikipedia. Why, then, shouldn’t they be capable of use Google’s AI expertise, too?
If Apple does proceed with a third-party deal to combine AI into its gadgets, it could work out to be an excellent greater win for iPhone homeowners. It will imply that high-performing AI expertise can be built-in into the machine extra natively. It will really feel extra seamless, extra part of the iPhone expertise itself than merely operating an AI app. And Apple may get there with out having to take a position as closely within the infrastructure required to compete within the AI race, which is nice for the corporate’s (already wholesome) backside line.
Plus, given the pace with which AI expertise has been evolving, this design would go away room for Apple to swap out fashions or increase help to incorporate others, as AI corporations edge themselves forward of others.
The consequence for shoppers can be the most effective of each worlds: the aesthetics and {hardware} high quality (thinness and all!) of the iPhone, with Google’s expertise (or Anthropic’s or OpenAI’s) powering a number of the key AI parts. That may be helpful to Apple’s total model.
It additionally signifies that the look-and-feel of up to date iPhones themselves and their {hardware} advances will proceed to drive gross sales and upgrades, permitting Apple to do what it does greatest: concentrate on construct high quality, digital camera enhancements, privacy-preserving tech, intentional software program design adjustments like Liquid Glass — and sure, tremendous skinny telephones.
Apple may proceed to market itself as a best-in-class {hardware} maker first, not an AI machine maker; clients may nonetheless lengthy for the newest iPhones, as at all times, with out having to sacrifice the newest expertise advances once they make the selection to purchase a cellphone from Apple.
After all, this situation solely performs out if and when Apple opts to launch a model of Siri that runs a third-party’s AI expertise to boost its personal. (Or if it buys an AI firm). But when Apple decides to solely depend on its Apple Intelligence choices with out getting them on top of things rapidly, the result could possibly be a lot completely different.
