"Apple's hotly-anticipated Apple event was chock-full of news about updates to AirPods, the Apple Watch, the new suite of iPhones, and more. But during the one-hour-and-fifteen-minute presentation, which was considerably shorter than usual, there was one notable buzzword missing from a good chunk of the fanfare: AI. Although CEO Tim Cook said during the livestream that the company was "taking the biggest leap ever for iPhone," there were only cursory mentions of Apple Intelligence during the new iPhone unveiling."
"Yes, the phones represent "advancements in Apple silicon, hardware, and software," per Apple, meaning they're better for gaming, photos, speed, battery life, and more. But most of the specific, consumer-facing AI tools Apple touted - like visual intelligence features and live translation in iMessage and FaceTime - were big talking points back in June during WWDC 2025. And they're also not necessarily novel, in that Apple competitors, such as Google and Samsung, introduced comparable features a year ago or more."
Apple's recent event highlighted updates to AirPods, Apple Watch, and a new iPhone lineup within a shorter-than-usual one hour and fifteen minute presentation. The company emphasized advancements in Apple silicon, hardware, and software that improve gaming, photography, speed, and battery life. Mentions of Apple Intelligence during the unveiling were cursory despite a livestream claim of "taking the biggest leap ever for iPhone." Several consumer-facing AI tools showcased—visual intelligence and live translation in iMessage and FaceTime—were previously presented at WWDC 2025 and resemble features already released by competitors such as Google and Samsung. The tone favored tangible hardware and performance gains over heavy AI promotion.
Read at The Verge
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