During its iPhone 15 launch event, Apple placed a significant focus on the technological advancements in its products, notably highlighting the role of artificial intelligence (AI) without explicitly naming it. The tech giant shed light on the innovative components driving its iPhone 15 range and Apple Watch Series 9, particularly emphasizing the custom-designed chips powering these devices.
For the Apple Watch Series 9 and Apple Watch Ultra 2, Apple introduced the S9 chip, showcasing the company’s dedication to in-house semiconductor design. On the other hand, the iPhone 15 Pro and Pro Max boasted the formidable A17 Pro chip. The event elucidated the hardware and, more importantly, the remarkable features these chips enable. One of the standout features powered by the S9 chip is the on-device processing of requests made to Apple’s voice assistant, Siri. Traditionally, AI processes like this occurred in the cloud, especially when the device was connected to the internet.
However, advancements in chip capabilities now allow complex AI processes to be performed directly on the device. It enhances speed and significantly improves security by reducing the need to transmit data over the internet. Apple illustrated the practicality of AI-driven capabilities rather than explicitly mentioning AI during the event. For instance, the Apple Watch Ultra 2 showcased a “double tap” feature, enabling users to control device functions by simply tapping their index finger and thumb together. This seemingly simple action is backed by sophisticated AI processing.
Notably, Apple tends to avoid direct mention of AI during its conferences and product launches, opting to highlight the usefulness and functionality that AI brings to the end user. This approach has triggered speculation regarding Apple’s positioning in the AI landscape. The event clarified that Apple continues to drive innovation through AI-powered features, delivering cutting-edge experiences to its users.