Apple’s recent iPhone 16 announcement had many tech enthusiasts eagerly watching. However, for most European users, the lack of integrated AI features may leave them underwhelmed.
The adoption of AI into the iPhone, which Apple highlighted at its worldwide developers conference in June, was supposed to be a game-changer. Yet, most European users will not get to experience these integrated AI features due to concerns over Digital Markets Act rules in the European Union. The exception is the UK, which will have access to this feature come December since it is no longer part of the EU.
The iPhone 16’s starting price is also a significant factor. At $799 (£610), it is a considerable expense, particularly in a struggling economy where work is scarce. Ben Wood, chief analyst at CCS Insight, notes that ‘sales of new mobile phones have dropped dramatically over the last decade.’ For example, in 2013, nearly 30 million new devices were sold in the UK, but last year, that number plummeted to just 13.4 million. This trend is expected to continue, with most consumers planning to keep their phones for up to five years.
Moreover, the annual updates to smartphones are becoming less revolutionary. Wood points out that the changes are mostly incremental, ‘Last year’s iPhone will likely look very similar to this year’s, albeit with a slightly bigger screen, slightly better camera, and perhaps better battery life.’ This contrasts sharply with the rapid advancements seen from the mid-1990s to 2007.
Many market analysts are skeptical about whether the integration of AI will significantly boost sales. Wood believes AI has become a ‘battleground’ among tech giants like Google, Samsung, and Apple. Google has Gemini, Samsung has Galaxy AI, and Apple has branded its version as Apple Intelligence. However, Wood is ‘not convinced it will move the needle much on overall sales of new devices.’
Adding to this, the practical aspects of daily use come into play. A significant portion of users do not see the necessity of constant hardware upgrades. As one observer noted, ‘Does it actually matter if my news app renders a little crisper thanks to a fancier screen, or apps open a millisecond quicker thanks to a marginally faster processor? And if it does, do those marginal benefits justify the cost of a new device?’ This sentiment is echoed by many who are content with older but still functional devices and find little justification for the steep price of new models.
In summary, the iPhone 16 might not offer enough compelling updates to justify its cost, especially for European users missing out on integrated AI features. With incremental upgrades and a hefty price tag, many consumers might opt to hold onto their current phones a bit longer.
Source: Theguardian