iPhone 17: No AI Siri Yet, and Why It Doesn't Matter

Apple Unveils iPhone 17 Lineup and Navigates the AI Landscape

During a recent product presentation, Apple introduced its newest smartphone series: the iPhone 17, 17 Pro, 17 Pro Max, and a newly designed, more slender model called the iPhone Air.

The “Air” designation is intended to evoke comparisons with other lightweight Apple products, such as the MacBook Air and iPad Air.

However, it also brings to mind a period when smartphone manufacturers prioritized achieving increasingly thinner device profiles.

In the current era of artificial intelligence, however, a device’s physical dimensions are less critical than the capabilities of the software it operates.

Apple's Position in the AI Arena

Apple has, thus far, been perceived as trailing its competitors in the development and implementation of AI technologies.

At the iPhone 17 event, references to AI were limited.

The company primarily revisited announcements made earlier in June at WWDC, including Visual Intelligence and its on-device AI models.

AI enhancements were also noted in certain camera upgrades, notably the front-facing camera on the iPhone 17, branded as Center Stage.

Interestingly, the most compelling AI application showcased wasn’t a direct phone upgrade.

It was the AI-powered Live Translation feature slated for release with Apple’s AirPods 3.

Notably, there was no mention of Siri, either in its current form or with any AI-driven improvements.

The Implications of Apple’s AI Strategy

Considerable discussion has centered on how Apple’s approach to AI might impact its position within the industry and its future success.

In contrast, Google recently launched its latest AI-powered Android phone, the Pixel 10, while iPhone users continue to await an AI-enhanced Siri, currently projected for a 2026 release.

To date, Apple has primarily released fundamental AI features for its devices.

These include AI-assisted writing tools, text summarization, generative AI image creation (though some users find the results underwhelming), live translation, visual search, and Genmoji.

However, a digital assistant capable of understanding a broad spectrum of inquiries – without relying on platforms like ChatGPT – or providing contextual information from iPhone apps remains a future development.

Reports indicate that Apple is exploring partnerships with third parties to accelerate its progress in the AI field.

An upgraded Siri could potentially leverage technology from companies like Google Gemini.

The Potential Benefits of Outsourcing AI Development

Initially, this reliance on external technology might appear unfavorable for Apple.

However, outsourcing certain AI components could actually become a competitive advantage for the company.

Many iPhone users already favor Google’s services over Apple’s native applications.

Examples include Gmail, Google Drive and Docs, Google Maps, and Chrome, instead of Mail, iWork, Apple Maps, and Safari.

When conducting online searches, users frequently turn to Google’s Search app rather than Apple’s Spotlight search, despite its extensive integration and ability to provide basic information.

Therefore, why shouldn’t iPhone users also have the option to utilize Google’s AI technology?

Integrating third-party AI could prove to be a significant benefit for iPhone owners.

It would mean seamless integration of high-performing AI technology directly into the device.

This would feel more intuitive and integrated than simply using a standalone AI application.

Furthermore, Apple could avoid substantial investments in the infrastructure required to compete directly in the AI race, positively impacting its financial performance.

Adapting to the Rapid Pace of AI Innovation

Given the rapid evolution of AI technology, this approach would also allow Apple to easily update models or incorporate support for other leading AI providers.

The result would be a combination of Apple’s renowned aesthetics and hardware quality – including slim designs – with the power of AI technology from companies like Google, Anthropic, or OpenAI.

This could also strengthen Apple’s overall brand image.

It would allow Apple to continue focusing on its core strengths: hardware design, camera technology, privacy features, thoughtful software design, and innovative materials like Liquid Glass.

Apple could maintain its position as a premier hardware manufacturer, attracting customers who prioritize build quality and design without sacrificing access to cutting-edge AI capabilities.

However, this scenario hinges on Apple’s decision to integrate a third-party AI technology into Siri or to acquire an AI company.

If Apple relies solely on its own Apple Intelligence offerings without significant improvements, the outcome could be considerably different.