Apple is trying to shake up the AI and smartphone landscapes with its new iPhone 16 lineup and a cautious rollout of Apple Intelligence, a suite of AI-powered features unveiled at an event on Monday (Sept. 9).
The iPhone 16 and iPhone 16 Plus are built to harness the power of Apple’s forthcoming AI system. These new devices introduce Camera Control, a feature that introduces new ways to capture memories and will help users quickly access visual intelligence to learn about objects or places around them. The phones also boast an upgraded camera system. The devices are powered by Apple’s new A18 chip, which Apple claims delivers a leap in performance and efficiency. This chip enables demanding AAA games and provides a boost in battery life.
Apple Intelligence, the company’s new AI system, will be gradually released, starting next month with iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1. Initially launching in U.S. English, the company plans to expand to other English-speaking markets by December, with support for languages like Chinese, French, Japanese and Spanish slated for next year.
This measured approach allows Apple to fine-tune its offering while managing user expectations and potential system strains. Apple Intelligence integrates deeply into the company’s ecosystem, leveraging Apple silicon to perform tasks ranging from text refinement to image manipulation, all while prioritizing user privacy.
Key features of Apple Intelligence include Writing Tools, which allow users to rewrite, proofread, and summarize text across various apps. The system also enhances photo and video search capabilities, enabling users to search for specific images and moments in video clips using natural language. Intelligent notification management helps users prioritize with summarized notifications and Priority Messages in Mail. Additionally, Siri receives a significant upgrade, becoming more deeply integrated into the system with a new design and richer language-understanding capabilities.
The company claims the system will offer advanced language and image processing capabilities while prioritizing user privacy. It will be integrated with iOS 18, iPadOS 18, and macOS Sequoia, utilizing on-device processing for many AI models and a “Private Cloud Compute” system to balance local and server-based operations. Apple states this approach will enable AI features such as cross-app functionality and personalized task automation without compromising user data security.
While Apple touts its privacy-first approach, only some are convinced that the company’s measures go far enough. Jason Lamar, senior vice president of product at Cobalt.io, a cybersecurity firm, told PYMNTs he has concerns about the potential risks associated with Apple Intelligence, particularly regarding data privacy and the increasing number of security vulnerabilities.
Lamar points out that with Apple Intelligence’s launch, users may relinquish their ability to monitor where their data is going. He notes that while the use of ‘Private Cloud Compute’ allows users to check information and receive answers quickly, it also raises questions about the potential exposure of private data to bad actors when sent over the internet.
“For companies concerned about what this means for their data — and everyone should be — now is the time to invest in critical cybersecurity features,” he said.
On the other hand, some industry experts argue that Apple’s cautious approach to AI integration might hinder its competitive edge. Erin Acheson, vice president of Business Intelligence at ZeroEyes, an AI company, told PYMNTS that Apple’s slow AI rollout might put it behind competitors with more aggressive AI integration.
“Privacy first is a great way to build trust, but it may reduce innovation moving forward,” she added.
As Apple Intelligence evolves over the coming months, its impact on user behavior, app development, and digital commerce will become more apparent. The tech industry watches closely as Apple takes its characteristically measured steps into AI, balancing innovation with its core user experience and privacy values.
For all PYMNTS AI coverage, subscribe to the daily AI Newsletter.
We’re always on the lookout for opportunities to partner with innovators and disruptors.
Learn More