Why Apple impressed – but also disappointed – at the iPhone event

“These are the first iPhones designed from the ground up with AI in mind,” said CEO Tim Cook at Apple’s most important product presentation of the year. And indeed, the new products such as the iPhone 16 and 16 Pro are not only technically better, but also smarter. Unfortunately, this means that they are missing one of the most important features in the EU.

The company’s AI offensive called Apple Intelligence, which was introduced in June and was now also prominently demonstrated at the iPhone event, is unfortunately not coming to Europe for the time being. In the dispute with the EU over the Digital Markets Act (DMA), Apple announced that it would not initially offer the AI ​​functions here. Even though they are among the most important functions of the new iPhones.

This is particularly disappointing because Apple has otherwise really delivered. With the new Apple Watch Series 10, three new Airpods and four models of the iPhone 16, the company has a lot to offer. The non-Pro models in particular are more attractive than they have been for a long time.

Apple Watch Series 10: a real leap

For the anniversary model for the tenth birthday of the Apple Watch, Apple has dared to undertake the biggest redesign of the watch to date. Apple has significantly reduced the gap to the Ultra model.

The display is now even larger than that of the Apple Watch Ultra. As Apple’s first wide-angle OLED display, it is easier to read from an angle, so you can get more information at a quick glance, for example. It also now updates every second instead of once a minute in always-on mode.

The case is slimmer and the watch is lighter. The new metal back allows for faster charging, with the battery being 80 percent full in 30 minutes. Most importantly, there is now a new titanium model that is in direct competition with the Apple Watch Ultra.

Catching up with the Apple Watch Ultra

This is notable for one reason in particular: the Ultra model is not getting a new version this year, it is just being offered in a chic new black. This makes the Apple Watch Series 10 more modern than the premium model.

Good: Older watches are also getting the new health function. With sleep apnea detection, the watch can analyze whether you are suffering from breathing disorders or have breathing pauses while you sleep. According to Apple, there are millions of people who have not yet been diagnosed with this disease, but it is already causing problems in the everyday lives of those affected.

Apple’s new Airpods: strong mid-range

The Airpods show a similar picture. The Airpods 4 are a mix of Airpods Pro and their predecessors in terms of design, and are designed to be comfortable in the ear for even more people.

With their features, they are even closer to the Pro models. Despite the more open design, they are supposed to sound even better, and with the help of AI, background noise is suppressed more efficiently.

This is especially true for the second version of the Airpods 4, which was surprisingly introduced. For the first time, there are two versions of the conventional Airpods model. The more expensive models, which are offered alongside the inexpensive basic model, also offer active noise cancellation and the transparency mode known from the Airpods Pro. Only a test can show whether they really compete with the popular Pro models. The open design of the conventional Airpods is likely to weaken the effect.

A software announcement for the Airpods Pro 2 is strong: With an update, they will become a hearing aid that can tune certain frequencies to the wearer and thus make hearing easier.

The Airpods Max are now available for the first time with USB-C. Apart from new colors, nothing else has changed.

iPhone 16: the most attractive basic model in a long time

The basic iPhones are more attractive than they have been for a long time. With a new chip, loads of AI features and a significantly better camera, the iPhone 16 and iPhone 16 Plus not only catch up with the iPhone 15 Pro, but also overtake the predecessor’s Pro model for the first time in a long time.

One example is the new camera button that all new iPhones have. The button on the right side allows you to start numerous photography functions with a swipe. Clicking once opens the camera. Clicking again triggers the action. There are also touch gestures: if you press lightly, new controls are added. If you swipe over them, you can control the zoom, for example. Great: Apps can assign the gestures themselves.

In other countries, however, taste can be even more varied: it allows you to capture a subject such as a dog in the picture, click quickly – and get information about the breed. It works the same way with restaurants, concert posters or products.

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The new iPhone 16 Pro and iPhone Pro 16, of course, still have significantly more features. The new chip is faster – even when processing the new AI functions. With new photo and film functions, Apple is increasingly competing with full-fledged cameras.

AI disappointment

The new focus on AI probably has a simple reason: Many observers see Apple as lagging behind. The company has been using AI for all kinds of features for years, but avoided the term for a long time. With Apple Intelligence, the company will finally show that it can keep up with its competitors.

The fact that many users are likely to be disappointed is not only due to the EU decision. Untypically for Apple, the company today showed many features that will only be available “at the end of the year” or “later” – also in its home country, the USA, and in other countries. This has happened before, but it is extremely unusual for Apple to have such an integrated part as the AI ​​functions.

Maybe we just need to look at the devices with a new awareness: They are already good. And maybe they will get even better. How good customers think that is is another question.

This article is a reprint of Stern, which, like Capital, belongs to RTL Deutschland. It will be available here on Capital.de for ten days. After that, you will find it on www.stern.de.