Apple has rolled out a new generation of on-device AI models. The announcement marks a significant shift in the company’s AI strategy and creates a new performance gap within the iPhone family. However, not every device in the latest iPhone lineup will support them.
Apple stated in a press release, “Some of the powerful on-device AI models powering features such as expressive voices and advanced dictation for Siri will only be available on the iPhone Air, iPhone 17 Pro, and iPhone 17 Pro Max.”
Experts suggest that limiting its most advanced AI features to premium iPhones could create a branding risk. On a positive note, this initiative allows Apple to continue with its tried-and-tested strategy that has always involved marketing its Pro devices. Thus, helping it to increase the appeal of the brand's high-end models.
The strategy can result in customer confusion since Apple is known for releasing new iPhones each year with basically the same core capabilities. Therefore, the inability to access Apple's top AI features in the new standard iPhone 17 can create a feeling of buying an incomplete product from Apple.
Consumers increasingly view AI capabilities as central to device value rather than optional add-ons. AI has been established as the main battlefield for innovation among companies in the industry.
People see AI as one of the key features for a product rather than just an extra perk. Thus, a difference in AI upgrades can elicit a stronger response than variations in camera or display specifications.
As for brand positioning, Apple is counting on exclusiveness as the reason for switching to the new model rather than frustration. If users view the difference as meaningful, it could boost sales of the Pro models. On the other hand, if the limitation seems artificial, Apple might be blamed for creating a two-tier AI experience.
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