Apple's upcoming iPhone 16 series will be announced on September 10. Still, the rollout of its new marquee feature, Apple Intelligence, will be delayed until October. According to Bloomberg's Mark Gurman, this strategy marks a shift from Apple's past approach.
Unlike in 2011, when Apple delayed the iPhone 4S launch to ensure Siri and iCloud were ready, Gurman explains that the company will not postpone the iPhone 16 series release. Instead, Apple plans to launch the new hardware in September, with the software update enabling Apple Intelligence to follow in October.
This change in strategy reflects Apple's commitment to its traditional September launch window, a pattern it has maintained for years. Despite the readiness issues with Apple Intelligence, Apple will proceed with the hardware launch. Users will need to update to iOS 18.1 in October to access the new feature.
The decision to decouple the hardware launch from the software readiness highlights Apple's flexible and adaptive approach, which aims to maintain consumer excitement and market momentum. The iPhone 16 series is expected to be available for pre-order shortly after the announcement, with sales starting around September 20.
This approach ensures that Apple can stick to its established launch timeline while delivering the full suite of new features as soon as they are ready. For consumers, this means getting their hands on the latest iPhones without delay, with the added anticipation of a significant software update just around the corner.
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