The news: At Tuesday’s “Awe Dropping” Apple event, the hardware giant unveiled next-gen AirPods, Apple Watch models, and iPhone 17 series. However, it stopped short of any major AI or Siri innovations, leaving lingering questions about Apple’s AI road map and software strength.

The updates:

• AirPods Pro 3: The earbuds feature Apple Intelligence-powered live translation along with improved noise cancellation and gamified rewards for movement.
• Apple Watch: Series 11, SE 3, and Ultra 3 come with an upgraded, Apple-made S10 chip and are the first Apple Watches with 5G cellular connectivity.
• iPhone 17: The lineup adds an “impossibly thin” Air, as well as Pro and Pro Max models. Despite analyst skepticism, the Air maintains all-day battery life and is billed as the most power-efficient iPhone ever.

iPhone pricing remained consistent with last year, indicating the company is eating any tariff-related costs.

Why it matters: Apple is pulling back on AI talk to reassert its edge in smartphones, spotlighting design, software, cameras, and form factors to counter Samsung and Google offerings. Its increased reliance on Apple-made chips signals a deeper push into in-house infrastructure, reducing dependence on partners like Qualcomm.

This year’s iPhones will also serve as a bridge to the 20th anniversary models next year, which will bring redesigns like foldables and—likely—broader Apple Intelligence integration.

Slow going: With platforms, hardware, and design under its command, but the unpredictable AI landscape out of its hands, Apple is determined to capture consumer excitement and keep momentum rolling, regardless of the shifting tides in AI.

Rivals’ recent AI features fell flat and half of US smartphone owners say they won’t pay extra for AI on their phones right now, both of which extend the runway for smartphone AI integrations. Its current hardware-first focus may reflect a recognition that Apple’s AI offerings still trail competitors in both maturity and depth.

Our take: Apple is pacing its AI rollout, waiting until users are ready and the tech can show real value. By banking on product innovation and design, it secures its dominance in the smartphone space.

However, as rivals push out increasingly capable AI features, Apple’s silence may come across less like strategy and more like struggle. It may be time for Apple to consider more outside generative AI (genAI) partnerships, lest it fall too far behind to catch up—even on its own terms.

(Source: Apple)

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