Apple (technology company) downplays AI at “Awe Dropping” event
On September 9, 2025, Apple’s “Awe Dropping” showcase featured little emphasis on artificial intelligence, with no unveiling of an AI-powered Siri. Mentions of AI were limited to background functions such as live translation and health features in the AirPods Pro 3 and Apple Watch, while the spotlight centered on the ultra-thin iPhone 17 Air. The approach underscores Apple’s cautious pace in integrating AI compared to Android rivals, with expectations that major Siri updates may not arrive until 2026. The 75-minute presentation prioritized hardware innovation over intelligent software.
Summary:
Apple’s latest event highlighted hardware like the iPhone 17 Air while offering minimal AI updates, leaving its strategy in artificial intelligence unclear.