10-9-2024 (CUPERTINO) Apple has pulled back the curtain on its latest flagship device, the iPhone 16, heralding what the tech giant calls “an exciting new era” driven by artificial intelligence. The announcement, made at Apple’s headquarters in Cupertino, California, on 9 September, marks a significant step in the company’s efforts to integrate AI technology across its product line.
CEO Tim Cook took centre stage to introduce the new iPhone, emphasising its ground-up design for “Apple Intelligence”, the company’s proprietary AI software. “The next generation of iPhone has been designed for Apple Intelligence from the ground up. It marks the beginning of an exciting new era,” Cook declared to an eager audience.
The iPhone 16 and 16 Plus, starting at $799 and $899 respectively, boast a new chip and aluminium casing. A standout feature is a customisable button that can control the camera, though the overall design remains reminiscent of previous models. The higher-end Pro and Pro Max versions, crafted from titanium and starting at $999 and $1,199, offer enhanced AI capabilities, including intelligent photo shoot suggestions and advanced audio-editing features.
Apple Intelligence is set to power improvements across various functions, from enhancing Siri’s capabilities to refining object recognition in photos. However, the rollout will be gradual, with a test version available in US English from October, expanding to other English-speaking regions by December, and reaching languages such as Chinese, French, Japanese, and Spanish in 2025.
Industry analysts have mixed reactions to the announcement. Nabila Popal from International Data Corp suggests that the promise of future-proofing devices for AI capabilities could entice users with older iPhones to upgrade. However, Bob O’Donnell of TECHnalysis Research predicts a more measured response, with consumers potentially waiting to see how the new features perform in real-world use.
The iPhone 16 launch comes at a crucial time for Apple, as it faces increasing competition, particularly in the Chinese market. Hours after Apple’s event, Huawei was set to unveil its tri-fold phone, the Mate XT, which had already garnered over three million pre-orders in China. This underscores the competitive challenges Apple faces, especially in markets where AI features are in high demand.
Apple’s event also showcased updates to its Watch and AirPods lines, emphasising health-focused capabilities. The new Series 10 Watch, starting at $399, includes features for detecting long-term health conditions like sleep apnoea and responding to emergencies.
