Apple Inc. (AAPL, Fortune 500) is hoping to reignite consumer enthusiasm with an updated line of iphones, including the slimmer iPhone Air, unveiled Monday. The event was crucial for Apple, with the Economic Times of India reporting on the same day that it had been hit by a slowdown in smartphone upgrades and rapid advances in rival artificial intelligence (AI) technology, apple’s flagship product is facing an “Identity crisis”.
The $999 Air is the biggest announcement yet at Apple’s annual event, displacing the former Plus model, the Wall Street Journal reported Thursday. As in previous years, the new model fully upgraded the camera system, extended battery life, and brought a number of improvements. In the first of the largest product line updates since the iPhone X, Apple is hoping that the new device, like the original iPhone X, will drive a wave of user upgrades through design innovations.
South Korea’s Chosun Ilbo newspaper reported that the iPhone Air was the most popular among attendees at the event, with media reporters and tech influencers snapping photos and comparing them to their phones. Analysts are generally bullish on the device’s appeal to consumers, but there are also concerns about its single-camera design and battery life. In pursuit of a thinner body, Apple has had to reduce battery capacity. Despite claims of“Round-the-clock battery life”, the lack of battery space still raises doubts.
Apple’s AI is not yet in the field. Before being called“Apple’s most ambitious event,” there was much speculation about whether Apple would unveil its“Apple Intelligence” feature. But during the roughly 75-minute event, the keynote speakers, including CEO Cook, made little mention of improvements to Apple’s AI feature, “Apple Intelligence,” in particular “Personalized Siri.”.
Since the launch of Apple Intelligence late last year, the company’s push into AI has been slow to take off, AFP reported. Users have been particularly disappointed with Siri’s improvements-despite years of promise, “The voice assistant is still surprisingly basic.”. It is reported that other functions have been on-line response is quite flat.
According to the Wall Street Journal, “The biggest challenge for Apple will continue to be the software systems on its devices, especially the artificial intelligence capabilities that lag behind Google and Samsung’s e-rivals,” said the company, whose iPhone model last year was billed as the first to accommodate Apple’s future AI capabilities. But executives say many of the promised features ended up missing because they failed to meet Apple’s strict quality standards. A lawsuit is still pending against him on charges of false propaganda.
Foreign media said the Silicon Valley giant is facing growing pressure. The White House is pressing it to reduce its reliance on“Made in China”, while investors question whether apple is really ready for the age of artificial intelligence. In addition, the company has faced resistance from the U. S. government’s high tariffs. Cook revealed in July that the tariffs had cost Apple $800m in the previous quarter.
Shares in apple fell 1.40 per cent on the day of the pricing details, reflecting concerns about the company’s ability to maintain profit margins. Now, the outside world is watching closely whether the new model launch for Apple to enhance global competitiveness, to regain market share. Yang Shuyu