Apple's AI Showcase Falls Short of Driving iPhone Upgrades
At its annual product event in Cupertino, Apple unveiled its AI strategy alongside the iPhone Duo, generating significant industry attention heading into the fall cycle.
The company showcased practical use cases for the new Siri AI, including the ability to surface relevant information from texts and emails in response to natural language questions from users.
Dan Howley, Yahoo Finance Technology Editor, personally tested the new Siri AI on a beta build and reported that it automatically surfaced his confirmation code on screen before he was asked for it during a phone call.
Apple also demonstrated AI capabilities across its Mac lineup, with four Mac Studios configured to run a one trillion parameter model requiring close to one terabyte of memory.
Despite the broad AI showcase, Howley believes that consumers upgrade based on hardware appeal rather than AI capabilities. He noted that Apple's new iPhone pricing rose by approximately $100 across the lineup but expects it to have little impact on demand due to carrier payment plans.