Apple is launching its latest iPhone in what is billed to be its biggest release of the year.
As well as the iPhone 16 being rumoured to come in a new range of colours, it should also be capable of running Apple Intelligence, the company’s new AI.
Apple Intelligence will eventually be embedded throughout the phone and other Apple devices, changing the way users edit photos, respond to messages and ask questions.
But will the new technology be enough to make cash-strapped consumers upgrade their phones?
What is the ‘killer app’?
Which? tech expert Andrew Laughlin says it’ll be a tough job.
According to a recent survey run by the consumer group, two thirds of phone users now keep their devices for over three years.
“You really have to work if you want people to be on the premium cycle now,” he told Sky News.
“When it really comes down to it, it’s what’s that killer app? What’s that thing that you get the FOMO [fear of missing out] about?”
He describes portrait mode on the iPhone pluses as an example of that “killer app”.
“That spurred on upgrades because you looked at other people’s portraits and you went, ‘Wow, yours look so much better than mine’.”
He said people only want AI if it is going to make life easier rather than just for the sake of it.
“If it can facilitate us doing the things we want quicker and faster, it will blow up like we think it’s going to blow up,” he said.
Apple Intelligence and privacy
Samsung and Google released their own AIs on their phones earlier this year but Apple says their focus on privacy is what makes Apple Intelligence different.
Although it runs in partnership with ChatGPT – if Apple Intelligence can’t answer your request, it’ll pass it to ChatGPT – the company says all requests that leave your iPhone will be encrypted and anonymised.
The event name, It’s Glowtime, is also a reference to the company’s privacy focus.
When Siri or Apple Intelligence is listening to a user, the iPhone’s screen will glow around the edges to make the user aware.
But even though privacy is important to people, Mr Laughlin isn’t convinced it’ll be enough to make shoppers choose Apple Intelligence over Gemini, Google’s AI or Samsung AI.
“Privacy is a driver for people but is it a top driver? No,” he said.
“That’s always going to be price, brand and usability.”
As well as the new iPhone 16 and Apple Intelligence capabilities, Apple is expected to launch the next generation of Apple watches and AirPods.
The California event kicks off at 6pm UK time (10am local time) and will be livestreamed on YouTube, Apple TV and the Apple website.