AI: Apple's AI Strategy embedded in the Fall 2025 Product Launch. RTZ #840
Apple launched its Fall slate of four Phone 17 models and other products today as expected. Including the much anticipated, thin iPhone Air. Along with a whole lot more. The keynote launch is worth a watch. Along with a whole lot more.
A lot of the details were signaled earlier, but the details post-launch are noteworthy. The broader question for Apple this year of course has been its AI Strategy in this AI Tech Wave relative to its peers. And of course the timing for its AI enabled Siri, which though delayed, seems to be now slated for 2026.
Finally, the market has been speculating on AI acquisitions and partnerships for Apple, and I’ve expressed my views that Apple is neither ‘behind’ in AI, nor does it necessarily need to ‘Buy’ its way into AI. Apple continues to have ample time in my view to build a bottoms up set of AI applications and services across its 2.5+ billion strong users globally across its hardware and software platforms.
After watching the keynote on the Fall product launch, the road map for Apple with Apple Intelligence and its AI strategy seems pragmatically clear. Although Apple didn’t say ‘AI’ much, it was baked into all the new products in so many ways.
First, let’s go over the products announced at a high level, and then go into Apple’s AI strategy vs it peers for this year and beyond.
Bloomberg outlines the product launch well in “Apple Touts iPhone 17 Pro With Improved Performance”:
“Apple unveils the 5.6mm-thick iPhone Air, confirming Bloomberg reporting”
“High-end iPhone 17 Pro features an aluminum body, improved cameras and a new orange color”
“Entry-level iPhone 17 brings improved battery life and camera capabilities”
“The new AirPods Pro 3 add heart-rate tracking and live language translation”
“The latest Apple Watches include a new budget SE model and the high-end Apple Watch Ultra 3, which adds satellite connectivity”
“The key takeaways”:
“Major upgrade to the AirPods, including heart rate monitoring and improved fit.”
“The Apple Watch SE gets an end-to-end upgrade, including better displays and health features.”
“The iPhone 17 Pro is a massive upgrade in terms of cameras, design, colors and thermal management.”
“The iPhone Air steals the show with its thin design, but battery life and usability concerns remain.”
And they kept the pricing on all products in line despite the ongoing US/China trade and tariff tussles. Especially relative to peers like Google, Samsung and others.
Will have lot more detail on the above in future posts, especially in terms of bottom-up AI and machine learning driven features in all the new products. Of course all these new and existing Apple hardware also get the Mac OS 26, iOS 26, iPadOW 26 and Watch OS 26 features announced at WWDC earlier this summer. All discussed in this post back then. Importantly, iOS 26 is released September 15th, available for so many older iPhones, not just the new ones today.
The key is that relative to peers, Apple continues to have the most integrated computer, smartphone and wearable lineup that shares deep hardware/software integration across the platforms from both an operating system perspective, and in countless apps supported by millions of third party developers worldwide.
All delivered via one of the most secure, and easy to use online stores anywhere. And of course when one needs, there are hundreds of physical Apple Stores to walk in and get ‘Genius’ help around the world.
Which is to say, Apple continues to have a unique set of advantages vs its peers in this AI Tech Wave. Especially as AI capabilities truly ramp up across their ecosystem. Won’t have to squint hard to find them.
Apple is poised to deliver bottom up AI applications and services to billions in the months ahead. With a laser focus on Design in the hardware and software.
Regardless of current media drumbeat on AI’s relative pace on AI vs its peers. Stay tuned.
(NOTE: The discussions here are for information purposes only, and not meant as investment advice at any time. Thanks for joining us here)
