During Apple’s recent event, attendees received updates on AirPods, the Apple Watch, and a new lineup of iPhones. The presentation, lasting approximately one hour and fifteen minutes, lacked extensive discussion of artificial intelligence (AI), a topic that has garnered significant attention in the tech industry.
CEO Tim Cook announced what he termed “the biggest leap ever for iPhone,” yet references to Apple Intelligence during the iPhone unveiling were minimal. The new devices improve gaming, photography, speed, and battery life, according to Apple statements. However, many AI features highlighted, such as visual intelligence and live translation in iMessage and FaceTime, were previously discussed during Apple’s WWDC in June and are not unique, as competitors like Google and Samsung introduced similar functionalities prior.
The event’s focus deviated from previous instances where Apple heavily emphasized AI, particularly the iPhone 16 launch, which led to public disappointment over unmet expectations for flagship features. This year, Apple opted to communicate AI’s role in enhancing consumer experiences behind the scenes, contrasting with competitors’ strategies of showcasing AI directly to consumers.
Executives explained that an updated neural engine powers Apple Intelligence, allowing for improved performance in gaming and other applications. The latest iPhones incorporate local large language models designed to handle more complex AI tasks. While discussing new AirPods, Apple emphasized live translation and heart rate monitoring but did not take a similar approach to Google’s Pixel Buds, which included direct interaction with AI models.
For the Apple Watch, Apple detailed how machine learning algorithms assess users’ blood pressure over time. The company plans to notify individuals with undiagnosed hypertension, leveraging data from extensive studies.
In the competitive landscape of AI development, other companies have heavily invested in AI research and technology, positioning Apple in a challenging position as it continues to navigate these advancements. Reports indicate recent exits from Apple’s AI department, including key personnel moving to competitors.
Source: https://www.theverge.com/apple-event/774963/apple-september-launch-event-ai-apple-intelligence