Apple iPhone 17: Hardware Impresses; AI Silence - Nearly

Apple's annual device event took place on September 9, 2025. Live stream link.

What struck me the most is how little was said about AI or Apple Intelligence. In contrast, two+ weeks ago, Google talked extensively about Gemini and the new AI-enabled features on their new Pixel 10.

Apple went all in on marketing the design of the hardware (e.g., screen, finish, cameras, etc.) They spent little time on the Services. To be fair, Apple goes deep on their OS at their annual developer event in June.

My question is: Is Apple truly genius?

Do they know that consumers just don't care about AI or the contrived convenience it offers to consumers? They might know that consumers still shop based on look, feel, colors, screens, cameras, and batter life (i.e., the functionality that powers media consumption and creation)?

Is it possible that these "Assistants-soon-to-be-Agents" just aren't a good enough experience to live up to their brand promise?

Or do they lag competitors in terms of using genAI to create more Convenience, Access, and Superpowers for consumers? (see Research).