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Apple is facing criticism for what some experts are calling exaggerated marketing claims regarding the AI features of its newly launched iPhone 16 series. Prominent tech journalist Mark Gurman has voiced concerns over the company’s strategy, suggesting that Apple’s promotion of “Apple Intelligence” as a key selling point is somewhat hypocritical.
Apple has touted the iPhone 16 as the first model “built from the ground up” for Apple AI. However, analysts point out that the improvements in hardware, such as the processor and memory, do not significantly enhance AI capabilities. According to Gurman, while the device comes with 8GB of RAM—which is the minimum requirement for running Apple AI—the overall advancements in hardware do not appear to justify the heavy emphasis placed on AI in marketing materials.
He further argued that if Apple genuinely believed that hardware upgrades were the main attractions for consumers, the company would likely focus its advertising efforts on these internal enhancements rather than solely highlighting AI features. Many consumers, he noted, may not even be able to utilize the touted AI functionalities in the short term, with some features not expected to be available until next year. Moreover, he indicated that Apple still lags behind competitors in the AI landscape.
As Apple continues to promote its latest offerings, the tech community remains divided on whether the company’s claims about AI capabilities truly reflect the improvements made in the iPhone 16 series.
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