At yet another event, Apple introduced its latest iPhones composition on Tuesday: the iPhone 17, 17 Pro and 17 Pro max, and a new weaker version called the iPhone Air. The name “Air” is intended to bring to mind other lightweight – and sometimes Less expensive – Apple products like MacBook Air and iPad Air. But he also remembers a time when smartphone manufacturers were hunting a constantly theinner phone. In the AI era, however, the size of the device that matters is not necessarily. It is what the software is going to do.
On this front, Apple has delayed its competitors.
At the iPhone 17 event, the company only referred to AI technology sometimes: to rebuild some updates announced in June at WWDC, such as Visual Intelligence and its models on devices and some aspects of camera upgrades, such as the front camera of the iPhone 17, which is called the IPhone 17 camera.
The most exciting use of AI was not even entered as a phone upgrade. It was the translation feature powered by AI coming to AirPods of Apple 3.
There was no reference to Siri, with the AI powered or otherwise.
Very have were made for how Apple’s wrong calculation for AI could negatively affect its industry and its future success. Meanwhile, Google last month put the last release of an Android phone with Pixel 10, as iPhone owners are still waiting for an AI Siri, which has been delayed by 2026.
Until now, Apple has only released what could be considered AI key features for its devices, such as AI writing tools, summary, AI genetic images (which some complain not very good), live translation, visual search and genmoji, among others. However, a digital assistant who understands a wide range of questions – without postponing chatgpt – or one that can provide further frame from your iPhone applications remains late.
Recently, it was reported that Apple is looking for third parties to help her cover the AI race. An AI-Enhanced Siri could run another technology-like Google Gemini-below the hood.
At first glance, this delay, coupled with the decision to rely on a third party – or even possibly a fairly large acquisition – It seems he could write bad news about Apple. However, Apple’s decision to assign to third parties part of the AI technology on the phone could be made to sell for consumers.
Today’s iPhone owners often exchange Apple technology for Google by choosing, for example, Google Drive and Google Documents, Google Maps and Chrome over Apple applications, iWork Suite, Apple maps and Safari. When people are looking for the web, they turn to the Google search app, not to the built -in Apple spotlight search, despite its many consolidations over the years offering basic events and answers, utilizing sources such as Wikipedia. So why shouldn’t google’s AI technology use?
If Apple makes a third party agreement to integrate AI into its devices, it may work to be an even greater victory for iPhone owners. This would mean that high performance AI technology will be integrated into the device more naturally. It would feel more seamless, more part of the iPhone’s very experience than just running an AI application. And Apple could get there without having to Invest as strongly in infrastructure It is required to compete in the AI race, which is good for the (already healthy) lower line of the company.
In addition, given the speed at which AI technology is evolving, this design will allow Apple to exchange models or expand support to include others as AI companies in front of others.
The result for consumers would be the best of both worlds: the aesthetics and quality of the material (subtlety and everything!) Of the iPhone, with Google technology (or anthropogenic or openai) to supply some of the essential AI ingredients. This could also be beneficial to the total Apple brand.
It also means that the appearance and sense of updated iPhones and their hardware developments will continue to drive sales and upgrades, allowing Apple to do what it does best: focus on build quality, camera improvements, Conservation of Private LifeIntentional software design changes such as liquid glass-and yes, super thin phones.
Apple could continue to market itself as a better material manufacturer in the class, not as an AI device manufacturer. Customers could still want the latest iPhones, as always, without having to sacrifice the latest technological advances when making the choice to buy a phone from Apple.
Of course, this scenario only plays if and when Apple chooses to launch a Siri version that manages third -party AI technology to enhance its own (or if we buy an AI company). But if Apple decides to rely only on Apple Intelligence offers without accelerating them quickly, the result could be very different.
