The news: Today, Apple is expected to unveil the new iPhone 17 lineup—including a rumored ultrathin iPhone—Apple Watch Series 11, and an assortment of accessories and peripherals. The company’s objective at its “Awe Dropping” event is to display the scope and benefits of its hardware, services, and subscriptions ecosystem. 

Why it matters: 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.

Our first take: 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. 

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. Apple is pacing its AI rollout, waiting until users are ready and the tech can show real value. 

This year’s iPhones will also serve as a bridge to the 20th-anniversary models next year, which will bring redesigns like foldables and an expansion of Apple Intelligence.

This is our immediate perspective. We’re actively developing this story throughout the day with more research and data from the EMARKETER database. Our in-depth analysis will be included in our client-only Briefings. Non-clients can click here to get a demo of our full platform and coverage.

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