John-Anthony Disotto...

THINKS THAT WHILE APPLE INTELLIGENCE SOUNDS PROMISING, IT'S GOT TO BE APPLE'S MOST CONFUSING PRODUCT LAUNCH EVER

- JOHN-ANTHONY DISOTTO

The Apple Intelligence launch is a bit of a mess, isn’t it? Apple’s artificial intelligence (AI) tools were plastered over all of the iPhone 16’s marketing campaigns, but read the fine print and you’ll notice none of these features were actually available on the smartphone’s launch day. How many people purchased the iPhone 16 or iPhone 16 Pro for Apple Intelligence only to be disappointed that their shiny new device had none of the promised features? I bet there were a fair few.

As I write this column, Apple Intelligence is nothing more than a mere promise, set for release at a future date. Yes, there’s a public beta of iOS 18.1 with access to some of the first AI-fuelled features like Writing Tools which proofreads and summarises; Clean Up which removes objects from a photo, and the ability to make a Movie Memory from a prompt in Photos. Still, none of them are as groundbreaking as the features to come, all of which don’t even have launch windows.