Apple Inc. introduced the latest version of its flagship device, the iPhone 16, betting it can entice consumers with modest hardware upgrades and AI technology that’s still on the horizon. — Photographer: David Paul Morris/Bloomberg
Apple Inc. introduced the latest version of its flagship product, the iPhone 16, with Chief Executive Officer Tim Cook saying it was built for artificial intelligence "from the ground up.”
The iPhone 16 and 16 Plus will be available in new colors and get a customisable Action button that had only been available on higher-end models, Apple said during a presentation Monday. There’s also a more powerful chip and new Camera Control button that lets users snap pictures and access camera functions.
New Pro models, meanwhile, will get slightly larger displays and thinner borders. They will run an A18 Pro processor with an upgraded neural engine – the part of the chip designed to handle AI tasks. The phones have more powerful camera components and video features, letting them capture higher-resolution photos and more cinematic slow-motion clips.
Apple is playing catch-up in the world of generative artificial intelligence, where tech peers like Alphabet Inc.’s Google and Microsoft Corp. have made strides. Monday’s presentation was partly a pitch to consumers – and Wall Street – that Apple should be taken seriously in AI.
But the Cupertino, California-based company’s AI technology is still in early stages. Apple Intelligence – its suite of new tools – has faced numerous delays, and many key features won’t arrive until next year. For now, the technology is focused on summarising messages and notifications, rather than matching the gee-whiz capabilities of rival systems.
As part of the event, Apple unveiled a version of its smartwatch with a bigger screen and the ability to detect sleep apnea. And it touted new software that can turn AirPods into hearing aids.
AI was a major theme of the event, which kicked off at 10am (1am on Tuesday, Sept 10 in Malaysia) local time. The company hopes to use the Apple Intelligence software to entice consumers to buy upgraded devices, since customers will need a recent iPhone to handle the capabilities.
Apple Intelligence will include an upgraded Siri digital assistant and the ability to create custom emoji with text prompts. The event’s "Glowtime” theme is a reference to the look of Siri’s new interface.
But much of the technology won’t be ready right away, potentially limiting its impact on iPhone sales. Apple Intelligence will debut as a software beta test in October – meaning it won’t be preinstalled in the new devices – with its capabilities growing in the coming months, the company said.
The fact that Apple Intelligence is debuting as a beta test "indicates a lot of the features are still being fine-tuned for release and not ready for prime time,” eMarketer analyst Gadjo Sevilla said in a note. "The focus on security and privacy is a likely reason for feature delays.”
Apple shares slipped more than 1.5% during the event – a fairly typical reaction from investors. Most new Apple features are reported ahead of time, and there were few surprises during Monday’s presentation.
The entry-level iPhone will continue to start at US$799 (from RM3,999), with the Plus model selling for US$899 (from RM4,499). The iPhone 16 Pro is US$999 (from RM4,999), while the larger Pro Max version is US$1,199 (from RM5,999). Preorders begin Friday, with the phones arriving on Sept 20.
Apple Watch
The new Apple Watch – the Series 10 edition – has 30% more screen area, even with a thinner design. The sleep apnea feature will be available in more than 150 regions, the company said.
The new watch is about 10% thinner than the Series 9 version. It also comes in a new titanium model that’s lighter than aluminum models. The device starts at US$399 (from RM1,799) and will be released Sept 20. A new version of the higher-end Ultra version also was announced, and it goes on sale that day for US$799 (from RM3,799).
The event included an updated version of the standard US$129 (RM599) AirPods, which shrinks the size of the case and adds a USB-C charger. A US$179 (RM829) version also will be available – a midrange product – with noise cancellation. That used to only be available on the higher-end AirPods Pro.
The company introduced a new line of US$549 (RM2,499) AirPods Max headphones in new colors, also with USB-C charging. Like the other new products, the new devices will be released on Sept 20. Apple didn’t debut a new version of its AirPods Pro, but introduced new features such as a hearing test and the ability to act as a hearing aid. Those capabilities will be offered as a software update this fall.
Event timing
The iPhone debut is usually Apple’s most important announcement of the year. The device accounts for roughly half of the company’s annual revenue, and it helps fuel additional sales in the form of accessories and services.
Apple doesn’t typically hold its iPhone launch on a Monday, but the earlier timing let the company get out ahead of an eventful Tuesday: A US presidential debate is scheduled for that day, and the European Commission is set to announce whether Apple has to pay US$14bil (RM60.9bil) in taxes. – Bloomberg
