I want to get excited about Apple Intelligence but this makes it impossible

If you saw any of the following ads for iPhone 16 This year, you’ll be keenly aware that Apple Intelligence is one of the main focuses of this year’s devices. It looks like Apple is caught up in the rise in popularity of artificial intelligence, and Apple Intelligence represents a chance to catch up with companies like Google and Microsoft by jumping on the same bandwagon.

Apple has been incredibly strong at pushing Apple Intelligence in the iPhone 16 to the point where you’ll forget that all four new models have a variety of upgrades for people to enjoy. Camera Control buttonor stylish new camera lenses. That’s a problem, considering Apple Intelligence is currently only available to beta testers, and even then several of the previously announced features are nowhere to be found.

So no matter how much Apple tries to portray the iPhone 16 as an “Apple Intelligence machine,” it’s hard to get really excited about this AI. Because what is promised does not actually exist yet.

Apple Intelligence is a work in progress

(Image credit: Future)

So far the iPhone 16 seems to promise future wonders rather than Apple delivering them right away. The main focus of iPhone 16 marketing seems to be that these phones are built for Apple Intelligence, and Apple seems to be doing a lot to try and hype up the software suite ahead of Apple Intelligence’s official public launch.

But we have no idea when exactly the public launch will happen. iOS 18.1 public beta arrived earlier this monthIt gives non-developers a chance to try Apple AI for the first time. However, the closest we get to the official non-beta release window is “October.” This could mean as early as Monday or as late as Halloween.

Even then, Apple made it clear that some features wouldn’t be available right away and would “come sometime next year.” Not before the end of 2024, in case there’s any confusion about this, like in the next 12 months.

genmoji It’s a good example of a feature that’s still not available even in the iOS 18.1 beta. Although it was emphasized during WWDC 2024, it’s time to shine and due to Apple’s iPhone 16 advertising, there’s no way to create your own custom emojis in the Messages app. It looks like this feature won’t arrive until the release of iOS 18.2 at the earliest, which isn’t ideal. Same goes for Image Playground’s productive image production And ChatGPT integration.

The second feature is arguably the most important part of Apple Intelligence; because it gives iPhone users the ability to use a type of AI chatbot to assist users with issues or queries and analyze images and capture those conversations in real time. Indeed, the promised upgrades siri That’s the only thing more important than ChatGPT, and although we got some conversation upgrades in the iOS 18.1 beta, we don’t expect to see more advanced features until iOS 18.4.

According to Bloomberg’s Mark Gurman, features such as screen awareness, personal context and deeper in-app controls will not be available in Siri. until spring 2025.

Looking at what is available, not what is promised

(Image credit: Apple)

It’s understandable why Apple is pushing Apple Intelligence so hard. AI is a big deal, and while Apple’s normal modus operandi is to linger for years before venturing into a new kind of market, it’s clear that it can’t afford to be left behind in the AI race. So it did what other big tech companies would do: Make big promises about the future, in the hope that the hype alone will be enough to sustain it.

The question is whether Apple can avoid the traps that the rest of Silicon Valley keeps falling into. Overpromising and underdelivering is what people like Elon Musk do best, and over time, it can erode public trust.

Normally Apple would avoid this by keeping quiet about everything it does, because it’s harder to disappoint people if you don’t say what you’re working on. Doing things differently means the pressure is on for Apple to hit it out of the park with Apple Intelligence and not score an own goal that will make AirPower’s failure look like a stubbed toe.

The problem is that it’s impossible to judge what hasn’t happened yet, and the constant use of the phrase “coming soon” makes it really hard to get excited about Apple Intelligence as a whole. Hype only goes so far, and while Apple is often adept at impressing people with its products and services, there’s good reason for that, as those products are often readily available. This way people can experience what’s on offer without having to wait weeks or months.

And naturally, tying Apple Intelligence so strongly to the iPhone 16 has the potential to add uncertainty surrounding the future of Apple Intelligence to Apple’s flagship product lineup. After all, if you’re not sure what future software updates might include, you might be tempted to hold off on buying that phone right away; especially if interest in unreleased features drowns out the hype about available upgrades. On Day One.

Perhaps that’s why demand for the iPhone 16 has been a little softer than the iPhone 15. Analyst Ming-Chi Kuo definitely thinks that’s the caseAnyway.

In conclusion

(Image credit: Shutterstock)

There’s a lot to like about the iPhone 16 series. It has strong battery life, greatly improved performance and includes some features. best camera phones You can buy it immediately. Not to mention that some delayed upgrades are rolling out to other devices as well. Tetraprism lens of iPhone 16 Pro or iPhone 16’s Action button.

I’m not saying Apple Intelligence doesn’t have a lot of potential, but all it really has right now is potential. Not only is the current version of the software still in beta and not officially complete, Apple has promised us a lot of things that won’t arrive for months. It’s hard for me to care, let alone get excited about something that won’t be here until some unspecified point in the future.

But at least the features we know will be free. Google Gemini Advanced–style Paywalls may one day happenbut that hasn’t been happening, at least for a while.