Apple downplays AI focus at iPhone 17 launch event

In September 2025, Apple unveiled its iPhone 17, marking the latest addition to its smartphone lineup. During the 75-minute presentation, the tech giant notably minimized its focus on artificial intelligence, referring to its capabilities, particularly branded as Apple Intelligence, only 11 times. This strategic decision reflects lessons learned from the less favorable reception of its previous iPhone 16 release, which heavily touted AI features, leading to customer dissatisfaction over technological missteps. A live translation feature utilizing Apple Intelligence was mentioned but not emphasized, indicating a measured evolution in marketing strategy. Additionally, the new Apple Watch Ultra 3 was showcased with an AI-powered workout coach that offers personalized feedback using generative AI. However, comparisons to competitors such as Google, Samsung, and Microsoft reveal Apple's timeline and implementation of AI technologies have consistently lagged. Such companies have taken a leading role in integrating AI across various devices, leaving Apple to address previous critiques about its product innovations. Despite releasing AI capabilities during the WWDC 2024 event, the reception was lukewarm, with many features launched without significant promotional backing. Earlier advertising efforts that highlighted advanced AI tools faced backlash, compelling Apple to retract them. This caution may have resulted from rising public concerns regarding AI's societal impact, particularly in creative industries and employment. A misguided commercial underscored the backlash against perceived arrogance, prompting Apple to tread carefully with its AI marketing, despite that technology's increasing ubiquity. As iOS 26 prepares for a launch shortly, the implications of Apple's restrained AI focus might shift again, leading to renewed discussions and potential consumer expectations. Apple appears to recognize the delicate balance needed in promoting AI-driven features amidst growing scrutiny about privacy, job displacement, and ethical concerns surrounding artificial intelligence. This cautious withdrawal from a once-prominent sales pitch suggests a shift may be necessary for continued consumer trust and engagement in a rapidly evolving technological landscape.