When Apple unveiled its new hardware lineup — including the iPhone 17 series, AirPods Pro 3, and several new Watches — many expected the term “Apple Intelligence” to shine. Instead, references to AI were surprisingly muted, tucked into minor features rather than at the center stage.
Despite bold promises from Apple leadership that the latest devices would represent a big leap forward, the event focused heavily on hardware: chips, displays, cameras, battery life. “Apple Intelligence” showed up only a handful of times, mostly in passing, linked to features like the “Center Stage” front camera that adjusts automatically or machine-learning-assisted health tracking on newer devices.
One glaring gap: there was no significant new direction revealed for Siri. While Apple had earlier outlined plans for a smarter Siri, listeners left the event without clear news about its release or evolution. Users hoping for major AI tool launches — particularly in voice assistance or generative capabilities built into core functions — found themselves disappointed.
Analysts suggest Apple may be playing it safe. Part of the strategy appears to be refining AI work behind the scenes: enhancing performance, efficiency, and integration without hype. That gives Apple more control to ensure the tech works reliably, but it risks perception issues. In an industry where rivals are making AI tools central to what consumer devices deliver, holding back may feel like falling behind.
For now, Apple’s path seems to be incremental improvements — better machine learning under the hood, minor smart features, and refined hardware design — rather than bold AI breakthroughs. Whether this cautious approach will satisfy users and keep Apple competitive remains an open question.
