The iPhone has become increasingly predictable over the last seven years, maintaining a consistent design while featuring only minor enhancements in its cameras, processors, and battery performance.
However, on Monday, Apple sought to break this trend by launching its first iPhone equipped with artificial intelligence.
The iPhone 16, revealed in a pre-recorded video at the company's cutting-edge Silicon Valley campus, is available in four distinct models that are optimized to operate with Apple's generative artificial intelligence system, known as Apple Intelligence. According to the company, these devices will be capable of organizing messages, providing writing suggestions, and utilizing a more advanced version of the Siri virtual assistant.
"We are excited to present the first iPhones meticulously crafted for Apple Intelligence and its groundbreaking features," stated Apple CEO Tim Cook during the event at the company's headquarters in Silicon Valley.
"Apple Intelligence" refers to a new collection of software functionalities for all devices, which was unveiled in June at the annual developers conference, where Apple also announced a collaboration with OpenAI, the creator of ChatGPT.
These features will be accessible as a software update for the iPhone 16 and other premium models next month, initially available only in English as a test, with additional languages to be introduced later.
In the immediate future, the new capabilities will encompass AI-enhanced image editing, translation, and creative enhancements in messaging, although they do not include the more ambitious innovations promised by other AI companies like OpenAI or Google.
The functionalities bear resemblance to tools recently launched by Meta, Microsoft, and Google, which can generate well-crafted content through simple, everyday language queries.
Cook expressed to AFP at the event, "I believe people will truly appreciate what we are developing with Apple Intelligence. Once you begin to use it, it fundamentally alters your life."
The functionalities are akin to those recently introduced by Meta, Microsoft, and Google, which allow users to generate well-structured content simply by using everyday language queries.
Additionally, the new iPhones will introduce a Camera Control Button that can automatically identify items captured in photos or create calendar entries based on images, such as concert posters.
Avi Greengart, an analyst at Techsponential, remarked that while the AI features available today are incremental, they are poised to be transformative in the future for the new iPhones.
In the long run, Apple has the potential to significantly enhance the iPhone experience with a "super-powered Siri" that integrates seamlessly across all applications, according to Greengart.
Since its launch over 12 years ago, Siri has been perceived as somewhat outdated, having been surpassed by a new wave of digital assistants like OpenAI's latest, GPT-4o.
The new iPhone 16 models will start at $799 and are set to be available from September 20, as announced by Apple.
Alongside the updates to the iPhone, the company introduced the Apple Watch Series 10, featuring more rounded corners and a larger, brighter display that is almost 10 percent thinner. Additionally, a new version of AirPods Pro was launched, designed to automatically minimize noise in environments such as concerts or construction sites, while also functioning as high-quality hearing aids.
Apple's stock did not react significantly to the iPhone event.
With $39 billion in sales last quarter, the iPhone represents approximately 60 percent of Apple's total revenue and continues to serve as the primary gateway to the company's services, including the App Store and Apple TV, which are increasingly contributing to its overall business growth.
Apple is just beginning to recover from a prolonged sales decline as consumers tend to hold onto older models for longer periods.
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| The Apple Watch Series 10 has rounder corners and a larger, brighter display that is nearly 10 percent thinner.Credit...Peter Dasilva/EPA, via Shutterstock |
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| Apple also updated its AirPods Max product line.Credit...Justin Sullivan/Getty Images |
Apple has introduced four variants of the iPhone 16, each equipped with a new camera button. The base models, iPhone 16 and 16 Plus, are priced starting at $799 and boast a faster processor, enhanced camera features, and an “Action button” that can be customized to quickly access functions such as the flashlight. The premium models, iPhone 16 Pro and Pro Max, begin at $999 and offer a slightly larger display, an upgraded battery, and the capability to record studio-quality audio. These devices will be available in retail stores starting September 20.
Both the standard and Pro versions are powered by similar processors. The iPhone 16 is equipped with the A18 chip, while the iPhone 16 Pro features the A18 Pro chip. This upgrade results in a smaller performance gap between the entry-level and high-end models compared to previous years.
This announcement from Apple comes shortly after Google introduced its AI-enhanced Pixel 9 smartphones last month, positioning itself as a competitor to the iPhone.
While Pixels hold a minimal share of the global smartphone market, which is largely controlled by Samsung and Apple, Google claims that its new lineup demonstrates the practical applications of AI for consumers.
Samsung has also integrated AI into various consumer electronics as it aims to maintain its dominance in global smartphone sales.
"Apple is lagging in certain AI features," noted Creative Strategies analyst Carolina Milanesi in an interview with AFP.
"However, from a usability standpoint, Apple's tools are more personalized and seamlessly integrated into the device. This distinction requires more time to develop," she added.