Is Apple, in the development of iPhone 17, poised to avoid repeating the AI errors of its past?

Tomorrow marks the unveiling of Apple's highly anticipated iPhone 17 lineup at an Apple event. However, there's a growing sense of apprehension among tech enthusiasts, as the last two years have seen a heavy emphasis on AI at Apple events.

Rumours suggest that Apple may have collaborated with Chinese company DeepSeek for developing AI functions for the iPhone 17. This could potentially mean significant AI-driven improvements, but it also raises concerns about Apple's focus on AI, given the backlash from its controversial iPad commercial that sparked outrage from creators.

The iPhone 17 lineup is expected to include a new ultra-slim model called the 17 Air. This could signal a big change for Apple, as the Air series is often a wild card in the iPhone lineup.

Apart from the iPhone 17, the event is also expected to unveil new AirPods and Apple Watches. However, there are rumours of a potential price hike for the iPhone 17, which might stir some controversy among Apple's customer base.

Last year, Apple introduced Apple Intelligence at its annual WWDC developers conference. However, since then, the company seems to be lagging in the AI race, with many of its AI capabilities shown off at WWDC 2024 being released to little fanfare or delayed for subsequent software updates. Promised AI-enabled upgrades, like a smarter Siri, are still pending.

People are wary about AI, with concerns about its training procedures, job replacement capabilities, and role in creative industries. The author, for one, found the camera control button for Apple's visual intelligence annoying and turned it off.

We'll be providing live, on-the-ground coverage of the Apple event tomorrow, so stay tuned for updates. In the meantime, here's a guide on how to watch the event at home.

Competitors like Google, Samsung, and Microsoft have been quick to integrate AI into their devices. A 2025 survey by a leading tech website found that only 11% of smartphone users in the US upgrade solely for AI. This suggests that while AI is important, it may not be the sole deciding factor for consumers when choosing a new device.

As we wait for tomorrow's event, many leaks and rumours suggest that the iPhone 17 will have a bigger battery and new colours. Only time will tell if these rumours hold true. Here's hoping the event tomorrow will only briefly feature AI and not make it the entire iPhone 17 sales pitch.

Is Apple, in the development of iPhone 17, poised to avoid repeating the AI errors of its past?