Apple announced Apple Intelligence, its big swing at AI on its products, in June 2024 at its WWDC event. The firm showed off lots of new features it said were driven by AI, including the rewriting of texts in different tones, photo editing, notification summaries, bespoke emojis, and a new Siri that could pull information from many apps to give you better, data-driven answers to personal questions.

Then in September 2024 Apple launched the iPhone 16 without many of these promised Apple Intelligence features, including the new smarter Siri it had promised.

In fact, one year later in September 2025 and we still don’t have features like the one pictured below first shown in June 2024 where Apple said the new Siri would use Apple Intelligence to tell you when your mum’s flight was landing by pulling data from texts, emails, flight data and more to work out everything.

I spin this yarn because it’s notable that Apple is behind its own imposed AI schedule by not shipping some of these tools after it demoed them. It’s very un-Apple, and could show the pressure the company is under thanks to rival AI tech from Google, Samsung and others.

In just under an hour, the iPhone 17 event will kick off. Will Apple address Apple Intelligence head on?