Apple's iPhone 17 Event Showcases New Devices While AI Takes a Backseat
Key Points
- Apple unveiled the iPhone 17 lineup, including the ultra‑slim 17 Air, AirPods Pro 3, and Apple Watch Ultra 3.
- Apple Intelligence was mentioned only eleven times during the seventy‑five‑minute event, mostly in passing.
- Live translation and a workout coach on the Apple Watch Ultra 3 were highlighted as AI‑powered features.
- Key AI upgrades like a smarter Siri remain pending, despite promises made at last year’s developers conference.
- Google, Samsung, and Microsoft have integrated generative AI more prominently in their recent products.
- Only eleven percent of U.S. smartphone users say they upgrade primarily for AI features, per a CNET survey.
- Consumer concerns persist around AI training, job displacement, and its impact on creative work.
- iOS 26, expected soon, may introduce further AI capabilities, but the current rollout remains cautious.
Apple's latest event introduced the iPhone 17 lineup, including the ultra‑slim 17 Air, AirPods Pro 3, and updated Apple Watch models. Although the company highlighted its AI platform, Apple Intelligence, it was mentioned only a handful of times and largely in passing. Critics note that Apple has lagged behind rivals such as Google, Samsung, and Microsoft in integrating generative AI, and that promised AI upgrades like a smarter Siri remain pending. A recent CNET survey found only a small share of U.S. smartphone users upgrade primarily for AI features, reflecting mixed sentiment toward Apple's AI strategy.
New Hardware Unveiled
Apple’s recent product launch introduced a refreshed iPhone 17 family, featuring the new ultra‑slim 17 Air model. Alongside the handset, the company announced AirPods Pro 3 and updated Apple Watch versions, including the Apple Watch Ultra 3. The event emphasized design improvements and incremental performance upgrades across the lineup.
AI Presence and Critique
Apple Intelligence, the company’s generative‑AI branding, was referenced only eleven times during the seventy‑five‑minute presentation. Most mentions were brief, noting that new devices could support AI‑driven features. The live translation capability was described as “powered by Apple Intelligence,” and the Apple Watch Ultra 3’s workout coach was highlighted for offering personalized feedback via a generative‑AI voice. However, the platform was otherwise conspicuously absent.
Apple’s approach appears deliberate after a series of missteps with AI. At its developers conference last year, Apple Intelligence was introduced, but many AI features were delayed or released quietly. The company even withdrew commercials that showcased advanced AI tools not yet publicly available. Promised iOS 26, slated to roll out soon, is expected to bring further AI enhancements, yet key upgrades such as a smarter Siri remain unreleased.
Competitive Landscape
Competitors have moved swiftly. Google, Samsung, and Microsoft have integrated generative AI into smartphones, laptops, and standalone devices, often positioning AI as a core selling point. Android enthusiasts frequently point out that many iOS features Apple now offers were already present on Android devices years earlier. Apple’s recent “crushing creatives” iPad commercial, which sparked backlash from creators, exemplifies the challenges the company faces in aligning AI messaging with consumer expectations.
Consumer Sentiment and Future Outlook
A CNET survey revealed that only eleven percent of U.S. smartphone users upgrade solely for AI capabilities, indicating modest consumer demand for AI‑centric devices. Concerns about AI training methods, potential job displacement, and its growing role in creative industries persist. Some users, such as a reviewer who disabled the iPhone 16 camera control button tied to visual intelligence, express frustration with AI features they find intrusive.
While Apple’s measured rollout may appeal to users wary of rapid AI adoption, critics argue that the company‑wide focus on a single software upgrade may not justify the cost of new hardware for many consumers. The upcoming iOS 26 release could shift this dynamic, but for now, Apple’s strategy balances incremental hardware improvements with a cautious AI narrative.