Apple launches iPhone 16 Pro and Pro Max featuring generative AI

Apple on Monday unveiled new iPhones built for generative artificial intelligence as it seeks to boost sales and show it is keeping up in the technology race.

The iPhone 16 Pro and iPhone 16 ProMax feature Apple Intelligence, larger display sizes, new creative capabilities with innovative pro camera features, stunning graphics for immersive gaming, and more — all powered by the A18 Pro chip.

“We’re thrilled to introduce the first iPhones designed from the ground up for Apple Intelligence and its breakthrough capabilities. I think people are going to love what we’re doing with Apple Intelligence. When you start using it, it just changes your life,” Apple chief executive Tim Cook said at the iPhone maker’s Silicon Valley headquarters.

‘Apple Intelligence’ is a new suite of software features for all devices that was announced in June at the company’s annual developers conference, where it also announced a partnership with ChatGPT-maker OpenAI.

The features will be available as a software download on the iPhone 16 and other premium models next month, but only as a test and in English. Other languages would follow down the road.

In the short-term, the new powers would include AI-infused image editing, translation, and small, creative touches in messaging, but not more ambitious breakthroughs promised by other AI players, such as OpenAI or Google.

Featuring a new 48MP Fusion camera with a faster quad-pixel sensor that enables 4K120 fps video recording in Dolby Vision, these new Pro models achieve the highest resolution and frame-rate combination ever available on iPhone.

Additional advancements include a new 48MP Ultra Wide camera for higher-resolution photography, including macro; a 5x Telephoto camera on both Pro models; and studio-quality mics to record more true-to-life audio.

The durable titanium design is strong yet lightweight, with larger display sizes, the thinnest borders on any Apple product, and a huge leap in battery life — with iPhone 16 Pro Max offering the best battery life on iPhone ever.

The phones will be available in four stunning finishes — black titanium, natural titanium, white titanium, and desert titanium.

The new iPhones will also feature a new Camera Control Button that can automatically search for things taken by photo or adding a calendar item based on the photo of a concert poster.

The company also announced new models of Apple Watch and AirPods at the event, highlighting coming health benefits like hearing protection and detecting sleep apnea.

With $39bn in sales last quarter, the iPhone counts for roughly 60% of Apple’s revenue, and remains the main entryway to the company’s services, such as the App Store or Apple TV, which are becoming a growing part of its business.

Apple is only just coming out of a long sales slump as users increasingly stick with older models longer. Apple’s announcement closely follows Google, which last month unveiled AI-infused Pixel 9 smartphones.

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