Apple’s September 2025 event, branded “Awe Dropping,” brought a host of new devices and updates, but notably lacked major announcements related to AI, which has become a major focus for many tech companies.
The event introduced the new iPhone 17 series, including the ultra-slim iPhone 17 Air with the powerful A19 Pro chipset. Apple also unveiled updates to its wearable lineup with the Apple Watch Series 11, Watch SE 3, and Watch Ultra 3, alongside the third-generation AirPods Pro featuring heart rate monitoring and enhanced AI workout tracking.
Despite this extensive hardware rollout and software updates with iOS 26, macOS Tahoe, and watchOS 26, no significant new AI features or AI-powered assistant enhancements were announced. There was no mention of an AI-enhanced Siri, a component where Apple is perceived to be trailing competitors like Google.
Observers expected Apple to lean heavily into AI integration during the event, given the industry’s rapid advances. The absence of AI announcements raised questions about Apple’s current AI strategy and highlighted a potential gap in its consumer-facing AI capabilities.
While Apple showcased powerful new chips and advanced camera systems, AI’s relative absence marked a missed opportunity to directly compete with rivals in conversational AI, generative tools, and smart assistant intelligence. However, Apple’s reserved approach might hint at a future unveiling or a more privacy-focused AI path.
In sum, the 2025 Apple event delivered impressive new products but left AI enthusiasts wanting more, signaling a cautious or delayed AI focus compared to broader industry enthusiasm.