The iPhone 16 lineup does not flaunt a killer redesign, and the majority of the changes introduced by Apple are on the inside and were implemented to address the complaints that iPhone 15 owners experienced. So what selling point can the technology giant bank on to ensure it ships a healthy iPhone 16 units this year? Apple Intelligence, of course, but the company’s slew of on-device and cloud-based generative AI features are not expected to arrive until the next major software update. Additionally, a new report states that the firm may have resorted to disingenuous marketing of the iPhone 16 because the hardware is not all that impressive to run those features.
New report states that the chipset and other hardware in the iPhone 16 series are not necessarily better at running Apple Intelligence, but 8GB RAM is a key upgrade
We have previously voiced our concerns over the 8GB RAM count that is now consistent with all iPhone 16 models. What Apple should have done was bring 12GB to the ‘Pro’ models, but at least we do not have to wait a long time because the memory upgrade is slated to arrive next year with the iPhone 17 release. Regardless of what we think, Bloomberg’s Mark Gurman mentions in the latest edition of his ‘Power On’ newsletter that 8GB RAM is the key factor to running Apple Intelligence, as it is the bare minimum required to run AI features.
However, he does downplay the remaining specifications, believing that the A18, A18 Pro, and other internals are not meaningfully different, suggesting that the A17 Pro might have been sufficient to fire up Apple Intelligence. Gurman also states that if the company believed that the hardware changes were a selling point, its marketing would have been focused on this aspect instead of the disingenuous tactics used to hype up the iPhone 16.
“To that end, it’s no accident that the company is touting Apple Intelligence as the main reason to buy a new iPhone — despite the fact that the AI platform is unfinished and will ultimately work on last year’s Pro models.
This is where Apple is being a little disingenuous with its marketing. The company claims the iPhone 16 is the first model “built from the ground up for Apple Intelligence.” The reality is that the processor and other hardware in the new iPhones isn’t meaningfully better for AI. The key factor is having 8 gigabytes of memory, the minimum required to run Apple Intelligence.
If Apple felt that the hardware changes were enough of a selling point, it would have focused its marketing pitch around those features. Instead, it has zeroed in on Apple Intelligence in spite of the drawbacks. Most consumers won’t have access to the software for weeks — with some features not coming until next year — and it’s still nowhere near as capable as rival AI systems.”
Given that an iPhone 15 Pro and iPhone 15 Pro Max are also capable enough to run Apple Intelligence, the majority of buyers would likely have held off from upgrading to the newer models. This reason might explain why the iPhone 16 Pro and iPhone 16 Pro Max registered an estimated 12.7 percent fewer pre-orders compared to last year’s models, but this figure may witness a dramatic turnaround once Apple Intelligence officially rolls out for compatible devices. We will continue to monitor the company’s iPhone shipments for this quarter and provide timely updates accordingly.
About the author: Omar Sohail is a reporter and analyst for Wccftech's mobile section, specializing in the technology and business of the mobile industry. His expertise lies in the intricate hardware supply chain, covering developments in semiconductor manufacturing, chip lithography, and camera sensor technology.
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