At its highly anticipated launch event, Apple unveiled the iPhone 17 lineup—but kept quiet about what many expected to see. Apple Intelligence, the company’s artificial intelligence system, was barely mentioned, with no live demonstrations and no sign of the long-awaited upgrade to Siri.
In a year when rivals are racing to showcase AI-driven innovations, Apple’s silence stood out. The company avoided overstating its role in the AI race, a striking contrast to its splashy debut of Apple Intelligence at last year’s WWDC. That absence, paradoxically, may have been the smartest move of the night.
7 View gallery
Apple CEO Tim Cook at the iPhone 17 launch
(Photo: Daniela Ginzburg)
The hardware itself brought predictable but notable refinements. The new iPhone 17 series includes four models, headlined by the iPhone 17 Air—an ultra-thin 5.6-millimeter device modeled on the MacBook Air’s minimalist design. While its slim profile raised questions about battery life and heat management, it was an engineering feat meant to grab attention.
The entry-level iPhone 17 now includes a ProMotion display with a 120 Hz refresh rate, dual 48-megapixel cameras, and an 18-megapixel front-facing camera, effectively making even the base model a high-performance phone at a familiar price point. Apple managed to hold prices steady despite global inflation and renewed import tariffs under Trump 2.0.
The Pro and Pro Max models delivered the expected upgrades: brighter displays, stronger batteries, refined cooling and better camera systems. As always, the new iPhone looks much like its predecessor—just slightly faster, sharper and more polished.
Apple also highlighted a new communications chip, the N1, built in-house to support Wi-Fi 7, Bluetooth 6 and Thread, alongside the C1X modem. Engineers at Apple’s Israeli development center played a central role in its design, giving the launch a dose of local pride.
But the real story was Apple’s restraint on AI. While Google, Samsung and Microsoft pour billions into AI tools, Apple chose not to promise sweeping revolutions. Research in the U.S. suggests only about 10% of smartphone users consider upgrading for AI features—a sobering statistic for an industry obsessed with the technology.
That skepticism is justified. So far, most AI tools in smartphones amount to photo-editing tricks and “smart” assistants that are sometimes useful and sometimes inaccurate. Apple, unlike its competitors, cannot afford to ship half-baked features. Every function must be smooth, reliable and privacy-focused.
7 View gallery
Apple Intelligence
(Photo: DenPhotos / Shutterstock.com)
That approach may explain why Apple has been cautious, avoiding the temptation to roll out unfinished AI products. In this case, the company’s silence may speak louder than hype.
Next week, Apple will release iOS 26, where it may begin to reveal more of its AI roadmap. But at this launch, the company stuck to its strengths: refined, reliable hardware. Instead of selling promises, Apple delivered what it knows best—polished devices ready for everyday use. And that, more than flashy AI demos, may be the true breakthrough.