The big iPhone launch usually tells us a lot about the state of the smartphone market. While Apple is rarely first to new technologies, it typically times its launch to ensure maximum attention and impact.
In 2025, ultra-slim phones are in, with Samsung launching the 5.8mm Galaxy S25 Edge in May, before battling it out with Honor for the title of thinnest book-style foldable.
The brand-new iPhone Air (5.6mm) can be seen as a direct response to that, and could even lay the groundwork for a future foldable iPhone. Alongside the heavily upgraded regular iPhone 17 and new-look Pro and Pro Max models, it’s a comprehensive lineup.
However, there’s another big smartphone trend that Apple ignored almost completely during the launch event: AI. Artificial intelligence on phones has exploded over the last couple of years, with companies adding it left, right and centre.
Apple has very much been a part of that, launching Apple Intelligence to much fanfare in 2024. Indeed, during the iPhone 16 launch, barely a moment went by without the company mentioning it.
But not this year. In fact, aside from a handful of brief mentions, Apple Intelligence was mostly absent from the 75-minute event. The focus was firmly on the new hardware and what it had to offer, but does that tell us a little more about where Apple is with its AI efforts right now?
Apple Intelligence has been a bumpy ride so far
In theory, Apple’s approach to AI was textbook for the company. Wait until a new technology is well-established, then swoop in with an accomplished version from the get-go.
Except it didn’t happen like that. Despite initially launching at WWDC in June 2024, Apple Intelligence was notable by its absence from the iPhone 16 series at launch, eventually arriving in December.
Apple
However, a slow rollout of new features means that Apple Intelligence still feels half-baked. Indeed, the revamped, ChatGPT-based version of Siri still isn’t available.
There’s no indication that Apple will be giving up on AI – in the current climate, that feels almost impossible. But the strength of the competition might have made Apple reluctant to toot its own horn too much.
Google is leading the way on phone AI
Google Pixel phones exhibit the best evidence of what’s possible right now with AI on phones. The latest Pixel 10 series has a comprehensive suite of artificial intelligence features that no company can currently match.
In the camera app alone, Camera Coach, Best Take, Add Me and Pro Res Zoom can transform the photo-taking experience. Then, in Google Photos, Magic Editor lets you easily adjust or remove objects in a photo and fill in the background.
Anyron Copeman / Foundry
Google has also begun exploring agentic AI capabilities on the Pixel 10 phones, with Magic Cue automatically surfacing relevant information to save you from manually having to go and find it.
That’s before you even get to Gemini, a compelling virtual assistant that has helped me out on a number of occasions. Meanwhile, Gemini Live makes a conversation with AI feel more natural than ever before.
And it’s not the only company on the Android side to be using AI to useful effect. Samsung’s Galaxy AI is a worthy rival that’s already available on some mid-range phones, with the company aiming to include it on 400 million devices before the end of 2025. Chinese brands such as OnePlus, Xiaomi and Honor have also not been shy when it comes to AI.
Foundry | Alex Walker-Todd
Given this prowess, you can understand why Apple didn’t want to talk up its AI efforts too much. Apple Intelligence does have some useful features, but it’s miles behind the Android competition at the moment.
Has Apple backed down from its battle with Google Pixel phones? When it comes to marketing, yes, but you can be certain that the company is working hard behind the scenes to close the gap.
It’s very early days in the smartphone AI arms race, so don’t rule out Apple just yet. But at the same time, don’t buy an iPhone 17 if artificial intelligence is your top priority.
However, if you are deciding which model to buy, the decision is a no-brainer.
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