Apple barely talked about AI at its big iPhone 17 event

This is a non-story. This was a hardware event. Apple is releasing many new AI features as part of iOS 26 which will launch along side the new iPhones. AI is software. And yet, a number of the features are clearly powered by AI models such as camera enhancements, health monitoring and live translation. Also GPU performance continues to increase in the A19, with CPU remaining presumably fairly flat since no numbers were given, so that’s a win for on-device inference.

If Apple had an insanely great AI feature that truly differentiated itself from their competition, we all know they'd take a lot of time focusing on how their hardware enabled or enhanced that functionality.

The expectation is that Apple will eventually launch a revolutionary new product, service or feature based around AI. This is the company that envisioned the Knowledge Navigator in the 80s after all. The story is simply that it hasn't happened yet. That doesn't make it a non-story, simply an obvious one.

> This was a hardware event.

So was last year’s, technically, but that didn’t stop apple from making it all about AI.