CUPERTINO, Calif. – Apple Inc. on Tuesday introduced its latest smartphone lineup, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new slimmer model, the iPhone Air. The launch event featured limited new Artificial Intelligence (AI) integrations specific to the devices, and notably, made no mention of an AI-powered Siri, an upgrade that reports indicate is delayed until 2026.
During the presentation, Apple referenced AI technology primarily in updates previously announced at its June WWDC event, such as Visual Intelligence and on-device models. Camera enhancements, including the iPhone 17's front camera featuring a capability referred to as Center Stage, also utilized AI. The most significant AI-driven feature highlighted was the Live Translation functionality for the AirPods 3, which is not a phone-specific upgrade.
The absence of a comprehensive AI-powered Siri in the new iPhones comes as competitors advance their AI offerings. Google, for instance, launched its AI-powered Pixel 10 series last month. Apple’s current baseline AI features include writing tools, summarization, generative AI images, live translation, visual search, and Genmoji across its devices.
Amid reports of lagging AI development, Apple is reportedly exploring collaborations with third parties to enhance its AI capabilities. Sources indicate that an AI-enhanced Siri could potentially be powered by external technologies, such as Google Gemini. This strategy, according to industry observers, could allow Apple to integrate high-performing AI technology more natively into its devices without requiring substantial internal infrastructure investment in AI development.
Such an approach could also provide Apple with flexibility to adapt to rapid advancements in AI by allowing for future model swaps or expanded support. This would enable Apple to continue its focus on hardware quality, camera innovations, privacy features, and design aesthetics, while leveraging external expertise for advanced AI functionalities.
