Last year, Apple introduced Apple Intelligence, its own AI toolkit. Since it’s all done on-device, Apple In
telligence requires the latest hardware like the iPhone 15 Pro or later. However, according to analyst Ming-Chi K
uo, Apple Intelligence features aren’t helping Apple boost iPhone sales.
Users Are Not Convinced to Buy New iPhones Because of Apple Intelligence
In a note to his blog, Kuo said that Apple’s efforts to promote Apple Intelligence have not led to
an increase in iPhone sales. According to his sources in the supply chain, most iPhone owners are not interes
ted in buying a new iPhone just for the AI features. A survey by SellCell last month found that most users see no val
ue in Apple Intelligence.
Illustration photo.
Illustration photo.
The analyst said that Apple was unable to maintain the “initial excitement” after announcing
Apple Intelligence at its WWDC 2024 developer conference because its competitors “made rapid progress in the following months.” Other AI platforms such as OpenAI’s ChatG
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PT benefit from being cloud-based, while Apple Intelligence is completely dependent on hardware processing, Kuo said.
The analyst added that “there is no evidence that Apple Intelligence is likely to benefit device upgrade cycles.”
Apple has been rolling out Apple Intelligence features in phases. First, the company introduced W
riting Tools and Briefing with iOS 18.1. Then, with iOS 18.2, the company introduced Genmoji, Image P
laygrounds, and ChatGPT integration. A more advanced Siri with on-screen recognition is coming in April this year.
Illustration photo.
Illustration photo.
Another aspect that affects Apple Intelligence is its availability. Currently, Apple’s AI features
are only available in English. The company says it will support more languages later this year.
Still, Apple has been using Apple Intelligence heavily to promote its latest hardware, with most of the ads
for the iPhone 16 and Mac M4 highlighting features like Genmoji and text summarization.
