All in on AI: Apple’s iPhone 16 event
Apple’s iPhone 16 event and the big bet on AI
Sticking with its tradition of holding an event in September, Apple announced a couple of new phones — the iPhone 16 and iPhone 16 Pro — as well as new AirPods and Apple Watches. While these devices were introduced with their usual fanfare, polish and product porn, the event was intended as a showcase for Apple’s efforts in one area: AI.
After revealing a raft of new software features involving AI at WWDC in June, Apple perhaps unsurprisingly dedicated its first hardware event of the year to the ways that new devices could bring elegantly AI features to customers. For the first time, both new phones — the flagship ‘Pro’ model and the regular iPhone — have been given the same tag line: ‘Hello, Apple Intelligence’. The message is clear: these devices aren’t just phones: they’re the best way to access Apple’s new AI vision.
In just under one hundred minutes, Apple covered an enormous amount of ground in its usual polished and well-considered way. These pre-recorded ‘events’, first used by Apple during the height of the coronavirus pandemic, allow the company to hone its message. Very little…
