While many tech companies are prioritising artificial intelligence, Apple remains committed to hardware improvements with the launch of the iPhone 17 and other devices. Rather than following rivals in quickly releasing AI features, Apple has concentrated on camera upgrades, e-SIM implementation and health-tracking enhancements across the iPhone, Watch and AirPods lineup.
As the wider industry races to establish leadership in AI, Apple has chosen a more deliberate approach. It is prioritising improvements in real-world functionality through design and performance. The new iPhone 17 models were revealed at Apple’s campus in Cupertino, featuring upgrades such as a more advanced front camera, improved satellite connectivity and the iPhone 17 Air, the thinnest iPhone yet, which is now available globally with e-SIM only.
Amongst the standout features is a dual-recording mode that allows simultaneous use of the front and rear cameras, which suits vloggers and content creators. The Pro models include 48MP cameras capable of up to 8x zoom. Apple has also improved durability, adding Ceramic Shield 2 for triple the scratch resistance and an aluminium unibody frame for better heat control on the Pro versions.
Importantly, Apple has partnered with roadside assistance organisations in Australia to extend emergency services in remote areas. iPhones now support satellite messaging for users stranded in zones without coverage. The Apple Watch Ultra 3 also includes satellite texting and new health features such as sleep scoring and a hypertension detection system, which is currently under regulatory assessment.
AirPods Pro 3 offer practical updates including live translation using AI and enhanced noise cancellation that suppresses ambient sound four times better than the original Pro model. They now also measure heart rate during exercise, aligning with the fitness focus of Apple's audio products.
Taken together, Apple’s latest updates focus on practical and functional improvements rather than speculative AI technologies. The company appears to prioritise enhancing the tools people already depend on, rather than investing in uncertain AI developments.
