The iPhone 17 is here. At Tuesday's " awe dropping" Apple event , we got the new iPhone 17 lineup , including a new ultra-slim model called the 17 Air , new AirPods Pro 3 and new Apple Watches . But it was what Apple didn't highlight that is most curious to me: its artificial intelligence, named Apple Intelligence.

I counted only 11 mentions of "Apple Intelligence" during the 75-minute presentation, and most of them were passing references to how the new devices can support AI or existing features. A new live translation feature heavily uses AI but was only given a passing reference as "powered by Apple Intelligence." The Apple Watch Ultra 3 also has a workout coach that can give you personalized feedback using a gen AI voice. Otherwise, it was almost like Apple I

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