On Tuesday, Apple officially launched the iPhone 17 product line at its new product launch event, including the iPhone 17, 17 Pro, 17 Pro Max, and a brand-new ultra-thin version called the iPhone Air. This new model named "Air" continues Apple's design philosophy of thinness seen in the MacBook Air and iPad Air, and also responds to the smartphone industry's previous pursuit of ultra-thin designs.
The naming strategy for the iPhone Air aims to emphasize the product's slim characteristics and create a connection with other "Air" products from Apple, which are typically known for their portability and relatively lower price points. However, in today's artificial intelligence era, the physical size of devices is no longer the most critical competitive factor; software features and AI capabilities are what consumers are more focused on.
In terms of AI technology application, Apple's performance at this event was relatively limited. The company only mentioned AI technology in a few occasions, mainly reiterating features that had already been announced at the Worldwide Developers Conference in June this year, such as Visual Intelligence and on-device AI models, as well as some AI applications in camera upgrades, like the Center Stage feature in the front-facing camera of the iPhone 17.
Notably, the most eye-catching AI application at the event was not a phone feature upgrade but an AI-powered real-time translation function for the upcoming AirPods 3. Even more surprisingly, Apple did not mention the Siri voice assistant at all during the entire event, whether it was the AI-enhanced version or the traditional one.
This relative lack of AI features has raised concerns in the industry about Apple's position in the artificial intelligence race. In contrast, Google recently released the Pixel 10 Android phone equipped with the latest AI technology, while iPhone users are still waiting for the AI-enhanced version of Siri, which has been delayed until 2026.
Currently, Apple has only released some basic-level AI features, including an AI writing tool, text summary, generative AI images (some users have reported poor quality), real-time translation, visual search, and Genmoji, among others. However, a digital assistant capable of understanding a wide range of questions without relying on ChatGPT, or an intelligent assistant that can provide more context from iPhone apps, has yet to be introduced.
According to recent reports, Apple is seeking third-party partnerships to catch up in the AI race. The AI-enhanced version of Siri may run on technologies from other companies, such as Google's Gemini.
At first glance, this delay and the decision to rely on third-party technology may seem like bad news for Apple. However, Apple's strategy of outsourcing part of its mobile AI technology could actually become a selling point for attracting consumers.
Current iPhone users often use Google services as alternatives to Apple's native apps, such as choosing Gmail over Apple Mail, using Google Drive and Docs instead of iWork suites, selecting Google Maps and Chrome instead of Apple Maps and Safari. When users need web searches, they tend to use the Google Search app rather than Apple's built-in Spotlight search feature. Based on this usage habit, users should also have the right to choose to use Google's AI technology.
If Apple indeed integrates AI technology from third-party partners into its devices, this could be a bigger win for iPhone users. It means advanced AI technology will be more natively integrated into the device, providing a more seamless user experience, allowing AI features to better fit into the iPhone experience itself, rather than just running standalone AI apps. At the same time, Apple won't need to invest heavily in the infrastructure required for the AI race, which is beneficial for the company's already healthy financial situation.
Considering the rapid development of AI technology, this design strategy gives Apple flexible space to adjust partners or expand support ranges based on the progress of different AI companies' technologies.
For consumers, this would result in a win-win situation: they can enjoy the aesthetic design and hardware quality of the iPhone, as well as the advanced AI support provided by companies like Google, Anthropic, or OpenAI. This combination could also have a positive impact on Apple's overall brand image.
This strategy also means that the appearance design and hardware upgrades of the iPhone will continue to drive sales and encourage users to upgrade, allowing Apple to focus on what it does best: manufacturing high-quality products, improving cameras, protecting privacy, and making intentional software design changes like Liquid Glass, of course, including ultra-thin phone designs.
Apple can continue to position itself as a top-tier hardware manufacturer, not an AI device manufacturer. Customers can still eagerly desire the latest iPhone, and when choosing an iPhone, they don't have to sacrifice the latest technological advancements.
Of course, this situation will only happen if Apple chooses to release a version of Siri enhanced by third-party AI technology. If Apple decides to rely solely on its own Apple Intelligence products without quickly improving their performance levels, the outcome could be very different.
From an industry development perspective, Apple's choice in AI strategy will have a significant impact on its future market position. In the context of rapidly developing AI technology, how to maintain product characteristics while meeting user demands for intelligent functions will be a major challenge for Apple.
