Remember way back a year ago when Apple was convinced we would all spend big to upgrade to the iPhone 16, just to access its Apple Intelligence? That was hilarious. Apple better not try that again this year with the iPhone 17.
There'll be a new iPhone this week. At tomorrow's "awe dropping" Apple event, we expect to see the iPhone 17 lineup (which could include a new ultra-slim model called the 17 Air), new AirPods and new Apple Watches. It's sure to be noteworthy, but I'll particularly keep a close eye on how Apple talks about AI.
Despite introducing Apple Intelligence at its annual WWDC developers conference last year, Apple has struggled to keep pace with AI innovation. Many of Apple's AI capabilities shown off at WWDC 2024 were released to little fanfare or delayed for subsequent software updates. Apple had to pull commercials showing off more advanced AI tools it hadn't released publicly. And we're still waiting on some promised upgrades, like an AI-enabled smarter Siri.
Meanwhile, competitors like Google, Samsung and Microsoft have been quick to integrate AI into every aspect of smartphones, laptops and standalone devices.
Apple is no stranger to being late to the game. Android enthusiasts love to point out that many new iOS features are tools Android phones have had for years. But the company's talent for leading the pack, regardless, seems to be absent in this AI race. Apple's focus on AI has even backfired, with its "crushing creatives" iPad commercial that sparked outrage from the very creators the company was trying to sell to.
I have no problem with a tech company taking its time to refine a product, especially when it's as controversial and ubiquitous as AI. I do have a problem with a tech company thinking that one measly software upgrade is reason enough for me to cough up my hard-earned money to trade up my device.
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When I did decide to upgrade my iPhone last fall, it was for other reasons: a better battery life, improved cameras and faster processing power. My experience wasn't unique. Only 11% of smartphone users in the US upgrade solely for AI, according to a 2025 CNET survey. Even when I got my new phone, the camera control button for Apple's visual intelligence annoyed me so much that I ultimately turned it off for good.
Apple has a chance with the iPhone 17 to show that it has learned from its mistakes. Many of the leaks and rumors we've heard so far seem to be focused on the new model's size, bigger batteries and new colors. But I'm wary -- every tech event for the last two years has been focused on AI. And people are rightfully wary about AI, including its training procedures, job replacement capabilities and increasingly present role in creative industries.
I'm hoping the Apple event tomorrow will only briefly feature AI, and it won't be the entire iPhone 17 sales pitch. We'll have to wait and see how Apple is going to convince us to upgrade this time, especially if rumors of a price hike are true.
For more, check out our live, on-the-ground coverage of the Apple event and how to watch at home.