During another spattering event, Apple introduced its latest line -up from iPhones on Tuesday: the iPhone 17, 17 Pro, 17 Pro Max and a new slimmer version called the iPhone Air. The surf “Air” is intended to think of other lightweight – and sometimes Solve less expensive – Apple products such as the MacBook Air and iPad Air. But it also remembers a time that smartphone makers pursued a always thinner phone. In the AI era, however, it is not necessarily the size of the device that matters; It is what the software it performs can do.
Apple has left his competitors in this area.
During his iPhone 17 event, the company only referred a few times to AI technology: to make some updates announced in June on WWDC, such as Visual Intelligence and its models on the devices, and in some aspects of its camera upgrades, such as the camera of the iPhone 17, which it focuses on.
The most compelling use of AI was not even introduced as a telephone upgrade; It was the AI-driven live translation function that came to Apple’s Airpods 3.
No report was made of Siri, AI-driven or otherwise.
A lot of has been made over How Apple’s miscalculation on AI can negatively influence the status of industry and future success. In the meantime, Google rolled out its latest release of an AI-driven Android telephone last month with its Pixel 10, because iPhone owners are still waiting for an AI Siri that has been postponed until 2026.
So far, Apple has only released what can be considered as basic AI functions for its devices, such as AI Writing Tools, Summary, Generative AI Images (those some complain Are not very good), live translation, visual search and genmoji, among other things. Nevertheless, a digital assistant who understands a wide range of questions – without postponing to Chatgpt – or one that can offer further context of your iPhone apps, too late.
It was recently reported that Apple was looking for third parties to help catch up in the AI race. An AI-reinforced Siri could perform a different technology-such as Google Gemini under the hood.
At first sight, this delay, combined with the decision to rely on a third party – or even possible a considerable acquisition – It seems that it can spell bad news for Apple. However, Apple’s decision to outsource part of the AI technology of the phones could, however, become a sales argument for consumers.
Today’s iPhone owners often change Apple’s technology for Google’s by choosing Gmail, Google Drive and Documents, Google Maps and Chrome about Apple’s own apps such as Mail, the IWork Suite, Apple Maps and Safari for example. When people search the internet, they turn to Google’s search app, not Apple’s built -in search, despite the many integrations over the years to offer basic facts and answers, using sources such as Wikipedia. Why should they not be able to use Google’s AI technology?
If Apple continues with a third-party deal to integrate AI into its devices, it can come out as an even greater victory for iPhone owners. It would mean that well-performing AI technology native would be integrated into the device. It would feel more seamlessly, more part of the iPhone experience itself than just performing an AI app. And Apple could come without doing it Invest so heavily in the infrastructure Required to compete in the AI race, which is good for the (already healthy) bottom line of the company.
In addition, given the speed with which AI technology has evolved, this design would leave room for Apple to exchange models or to expand support to record others, because AI companies are on the other hand for others.
The result for consumers would be the best of both worlds: the aesthetics and hardware quality (thinness and everything!) Of the iPhone, with the technology of Google (or Anthropics or OpenAi) that feed some of the most important AI components. This can also be beneficial for the Apple’s general brand.
It also means that the look-and-feel of updated iPhones itself and that their hardware preliminary output will continue to stimulate sales and upgrades, allowing Apple to do what it does best: focus on build quality, camera improvements, Privacy -retaining technologyIntentional changes to the design of software such as liquid glass – and yes, super thin phones.
Apple could first stay on the market as a best-in-class hardware maker, not an AI device maker; Customers can still long for the latest iPhones, as always, without sacrificing the latest technological progress when they make the choice to buy an Apple phone.
Of course this scenario only plays if and when Apple chooses to launch a version of Siri that organizes an AI technology from a third party to improve its own. (Or if it buys an AI company). But if Apple decides to rely on its Apple Intelligence offer without getting them up to speed, the outcome can be much different.
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