Is the iPhone 17 in Trouble? What About the iPhone 18?
The iPhone 17 series, despite the controversial iPhone 17 Pro redesign, is selling very well. Consumers have been craving a new kind of iPhone, and Apple delivered this year. However, there are growing concerns that the failure of Apple’s AI efforts—referred to here as “Apple Intelligence”—may mean the iPhone could face challenges sooner than expected.
AI May Become a Bigger Priority for Consumers
In his newsletter Power On, industry insider Mark Gurman claims that while AI still isn’t a top priority for consumers today, that could change in just a few months. Currently, AI features on smartphones can be quite useful, though sometimes annoyingly intrusive, but they are constantly improving at a rapid pace.
In the near future, the quality of AI on phones may play an increasingly significant role in influencing people’s decisions when choosing a new smartphone.
Do you consider AI when getting a phone these days?
- Yes – 25%
- No – 75%
Apple Intelligence Is Still Years Behind
While Google’s Gemini AI, which also powers Samsung’s Galaxy S25 phones, is thriving, Apple’s AI efforts appear to be struggling. The company is reportedly losing its AI researchers and project leads at an alarming rate. As a result, the iPhone still cannot perform AI-powered tasks as effectively as Samsung’s Galaxy phones or Google’s Pixel 10 series.
What This Means for iPhone 17, iPhone 18, and Beyond
If Gurman’s prediction proves correct, and AI starts playing a much larger role in consumer purchasing decisions soon, then the iPhone 17, iPhone 18, and future models could be in deep trouble.
Likely Not Going to Happen… Yet
Despite how severe this situation sounds on paper, it’s unlikely to materialize in the immediate future. AI is undoubtedly impressive, but it may be a few years before it becomes a deciding factor in smartphone purchases to the extent Gurman suggests.
Currently, the iPhone 17 is selling incredibly well, and there is every reason to believe the iPhone 18 will be similarly successful. Apple plans to introduce Face ID under the display with the iPhone 18, which could be a significant selling point. Furthermore, the special 20th-anniversary iPhone Pro model is expected to feature a display with no cutouts—something that could captivate consumers regardless of Apple’s AI capabilities.
Hopefully, by that time, Apple will have made significant progress with its AI technology.
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