The only thing that did seem to generate some excitement was not the AI features, but the addition of a new camera shutter button on the side of the phone.
AI has now passed what tech blog The Media Copilot called its "wonderment phase", needing to show it can actually be productive rather than just fascinating.
According to Forbes, the industry is US$500 billion short of making back the massive investments in AI hardware and software, indicating hefty financial strains.
Apple still has to enthusiastically push AI features into their products to give consumers a reason to buy a new device, much like competitors.
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