Apple’s product launches lack the pizzazz they once had. Before Monday night’s launch of the iPhone 16, new features had been widely trailed, including the focus on artificial intelligence, larger displays, better batteries and a new camera button.
In such a mature product, it is hard to make improvements that have the wow factor. Far from “it’s glow time!”, the event’s strapline, the reveal was quite underwhelming.
While a future powered by “Apple Intelligence” could move the dial in the user experience, it isn’t there yet. Literally. Customers will have to wait until later in 2024 for the software updates to bring the AI features to life, to search for photos, summarise texts or generate emails.
Meanwhile, the smartphone market remains tough. Although sales are