Apple Launch Highlights Struggle in AI Race
Apple’s latest product event showcased sleek hardware but offered little to silence concerns over its position in the generative AI race.
The highlight of the launch was the iPhone 17 Air, the company’s slimmest device yet. Its ultra-thin design and A19 Pro processor aim to excite customers who are upgrading less frequently. But analysts warn that innovation in hardware alone may not be enough to keep pace with rivals like Google, Microsoft, and OpenAI.
Apple’s “Apple Intelligence” suite, introduced last year, received incremental updates. However, no breakthrough AI features were announced. Analysts noted that Siri still lags far behind other digital assistants, a fact that has frustrated users for years.
Thomas Husson of Forrester said Apple needs to turn AI into a new contextual interface across devices, but admitted such a shift is unlikely before 2027 — coinciding with the iPhone’s 20th anniversary.
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Apple’s muted AI push contrasts sharply with Samsung and Huawei, which are aggressively developing foldable and AI-heavy devices. Reports suggest Apple may partner with Google to bolster its AI and search capabilities, though no deal has been confirmed.
Despite geopolitical tensions, tariffs, and rising costs, Apple kept prices steady across its lineup. Investors, however, remain cautious, with Apple shares slipping after the event.
The company also revealed AirPods Pro 3 with real-time translation and Apple Watch Series 11 with 5G and health monitoring features.
