Apple's iPhone Upgrades Drive Focus Ahead of Release

In a recent discussion, industry analysts highlighted Apple's strategy leading up to the release of its new iPhone models, scheduled to ship on September 20. With Apple's advanced AI, dubbed 'Apple intelligence', set for a mid-October debut, the initial marketing efforts center on immediate consumer needs rather than AI features. The upcoming iPhone will cater to users of older models, specifically those experiencing significant issues, like drained batteries or cracked screens, prompting them to consider an upgrade. Analysts noted that the new iOS 18.1, which will incorporate Apple intelligence, will begin with basic functionalities such as summarization of texts, email auto-responses, and some advanced image editing capabilities. Furthermore, the following iOS update, version 18.2, is expected in December, promising more exciting features, including chat integration with OpenAI and an innovative emoji creation tool. However, the discussion transitioned towards Siri, which remains limited in its current capabilities. Experts expressed that meaningful changes to Siri will only arrive in a future update, likely in March or April of the next year. This integration aims to provide enhanced functionality, allowing Siri to execute complex tasks such as tracking flights or retrieving past communications. Thus, while consumers may initially be excited about the new phone features, the focus essentially lies on fulfilling their immediate technological needs rather than solely on the advancements of AI functionalities.