The iPhone 17 is officially released. At this "stunning" Apple launch on Tuesday, we saw the new iPhone 17 series, including a new ultra-slim model called the 17 Air, the new AirPods Pro 3, and the new Apple Watch. But what makes me most curious is what Apple doesn't emphasize: its artificial intelligence technology, Apple Intelligence.
In this 75-minute press conference, I only counted that "Apple Intelligence" was mentioned 11 times, and most of them were promptly introduced when briefly introducing how new devices support AI or existing features. A new real-time translation feature uses AI technology extensively, but is simply described as "powered by Apple Intelligence". The Apple Watch Ultra 3 also comes with a fitness coaching feature that can provide personalized feedback using generative AI voice. Apart from that, Apple Intelligence almost doesn't exist.
This is a wise strategy for Apple. Although Apple launched Apple Intelligence at last year's WWDC Developer Conference, it has been difficult to keep up with AI innovation. Many of the AI features Apple showed at WWDC 2024 were either mediocre when released or were postponed to subsequent software updates. Apple even had to withdraw some ads showing advanced AI tools that have not yet been released publicly. We are still waiting for some promised upgrade features, such as AI-enhanced smarter Siri.
At the same time, competitors such as Google, Samsung and Microsoft have quickly integrated AI into smartphones, laptops and standalone devices.
Apple is no stranger to coming from behind. Android enthusiasts like to point out that many new iOS features are tools that Android phones have been available for years. But Apple's talent to lead the trend no matter what, seems to be missing in this AI competition. Apple's focus on AI is sometimes even counterproductive, such as the iPad ad that "crushes creatives" has sparked anger among creators who the company is trying to sell products to.
I am not against tech companies taking the time to perfect the product, especially when it is as controversial and universal as AI. But I do object to tech companies that a trivial software upgrade is enough to get me to spend my hard-earned money to upgrade my equipment. Fortunately, Apple seems to have learned its lessons from its mistakes.
It's not just me thinking that way. According to a 2025 CNET survey, only 11% of smartphone users in the United States upgrade their devices purely for AI. AI has been flooded with tech activities and equipment over the past two years, even as people remain reasonably wary of the technology. There are many concerns about AI, including AI training programs, job replacement capabilities, and its increasingly prominent role in the creative industry. Personally, I was so tired of the iPhone 16 camera control buttons used for Apple's visual intelligence features that I ended up turning off the feature completely.
In the age of AI, it is wise and refreshing to decide not to focus on this controversial and flawed technology. But with iOS 26 coming on Monday, the relief could be very short-lived.
Q&A
Q1: Why does Apple rarely mention Apple Intelligence at the iPhone 17 launch conference?
A: Apple only mentioned Apple Intelligence 11 times in the 75-minute press conference, mainly because Apple has been having difficulty keeping up with AI innovation, and the response to the release of many AI functions has been mediocre or delayed, so choosing to downplay AI is a smart strategy.
Q2: What is the attitude of consumers towards the AI functions of smartphones?
A: According to a CNET 2025 survey, only 11% of smartphone users in the United States upgrade their devices purely for AI capabilities. People are still vigilant about AI technology, worried about its training procedures, job replacement capabilities, etc.
Q3: Where does Apple lie in the AI competition?
A: Apple is relatively behind in the AI competition, with competitors such as Google, Samsung and Microsoft already quickly integrating AI into various devices, while some of the AI upgrades promised by Apple, such as the smarter Siri, have not yet been implemented.
