Apple launched its latest iPhone on Monday evening, its biggest new product of the year.
In addition to the iPhone 16 coming in a new range of colors and featuring a new camera button, it’s also capable of running Apple Intelligence, the new technology of the company AI, which makes it the first smartphone with artificial intelligence that he made.
Over the coming months, Apple Intelligence will be integrated across the phone and other Apple devices, changing the way users edit photos, respond to messages and ask questions.
But will the new technology be enough to entice cash-strapped consumers to choose the iPhone 16?
The new iPhone 16 Pro lineup. Photo: Apple
What is the iPhone 16’s killer app?
Which one? Technology expert Andrew Laughlin says it’s hard to convince people to buy new smartphones these days.
According to a recent survey by a consumer group, two-thirds of phone users now keep their devices for more than three years.
“You really have to work if you want people to stay in the premium cycle now,” he told Sky News.
“Ultimately, the question is, what is that killer app? What is that thing that makes you feel the fear of missing out?”
He describes Portrait mode on the previous iPhone Plus as an example of this “flagship app.”
“It spurred upgrades because you looked at other people’s portraits and thought, ‘Wow, yours is way better than mine.’”
Apple Intelligence will integrate with iPhone apps like Calendar, Email and Messages to make quick tasks easier. Photo: Apple
He said people only want AI if it will make their lives easier rather than just for the sake of it.
“If it can allow us to do the things we want faster and faster, it will explode as we think it will,” he said.
Apple Intelligence and Privacy
Samsung and Google launched their own AI on their phones earlier this year.
“The focus on improving AI capabilities to make everyday life easier is typical of Apple’s wait-and-see strategy, where they often decide to take their time with a refined effort, rather than jumping on the latest tech trends,” Ernest Doku, mobile expert at Uswitch.com said after the launch.
Apple says it’s also the focus on privacy that sets Apple Intelligence apart.
While it works in partnership with ChatGPT (if Apple Intelligence can’t answer your request, it will forward it to ChatGPT), the company says that all requests that leave your iPhone will be encrypted and anonymized.
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The event’s name, It’s Glowtime, also referred to the company’s focus on privacy.
When Siri or Apple Intelligence listens to a user, the iPhone screen lights up around the edges to inform the user.
But even if privacy is important to people, Laughlin isn’t convinced it will be enough to make buyers choose Apple Intelligence over Gemini, Google’s AI or Samsung’s AI.
“Privacy is a driver for people, but is it a primary driver? No,” he said.
“It will always be about price, brand and ease of use.”
“While these AI features are core to the iPhone 16 experience, they’re only rolling out to the most expensive models of last year’s iPhone, meaning if you’re not able to upgrade to the latest and greatest, you may be missing out,” Doku said.
In addition to the new iPhone 16 and Apple Intelligence features, Apple also launched the next generation of Apple Watches and AirPods.
