Apple has once again captured the spotlight with its latest smartphone offerings, the iPhone 16 and iPhone 16 Plus, showcased during the company’s “It’s Glowtime” launch event. Alongside these new models, Apple also introduced the iPhone 16 Pro, iPhone 16 Pro Max, Apple Watch Series 10, and AirPods 4. This launch marks a significant step for Apple as it embraces artificial intelligence (AI) technology in its flagship devices.
A New Era of Apple Intelligence
Apple CEO Tim Cook set the tone for the event, stating, “The next generation of iPhone has been designed for Apple Intelligence from the ground up. It marks the beginning of an exciting new era.” This emphasis on AI aligns with the growing demand for more intelligent features in smartphones, especially in markets like China.
Cook further emphasised, “We are thrilled to introduce the first iPhones designed from the ground up for Apple Intelligence and its breakthrough capabilities.”
Powerful A18 Chip
At the core of the iPhone 16 and iPhone 16 Plus lies the brand-new A18 processor. Built using 3nm process technology, this chip boasts impressive specifications:
- 6-core CPU
- 5-core GPU
- 16-core Neural Engine
Compared to its predecessor, the A16 Bionic, Apple claims significant performance improvements:
- 30% faster CPU
- 40% faster GPU with 35% improved efficiency
- Hardware-accelerated ray tracing with up to 5x higher frame rates than software-based solutions
- Up to 30% higher sustained performance in gaming
These enhancements are supported by revamped internal components and thermal designs, coupled with the A18’s efficiency.
Camera Innovations: Fusion Technology and Macro Photography
The iPhone 16 and iPhone 16 Plus feature a redesigned camera system, with two vertically stacked lenses reminiscent of the iPhone X. The main camera, now dubbed the 48MP Fusion camera, offers:
- Native 48MP resolution for detailed shots
- Default 24MP mode utilising computational photography and pixel-binning
- 2X optical-quality telephoto capability through crop mode
Accompanying the main camera is a new 12MP ultra-wide camera, which brings two key improvements:
- Ability to capture up to 2.6x more light for better low-light performance
- Macro photography and video capabilities
Action and Camera Control Buttons
Apple has introduced two new buttons to improve user interaction:
- Action button: A customisable button that can be set to perform various functions such as muting the device, switching between Focus modes, or accessing selected apps.
- Camera Control button: This new addition serves as both a camera shutter and a control for adjusting camera functions like exposure and depth of field via swipe gestures.
Durability and Display Improvements
The iPhone 16 and iPhone 16 Plus come with an upgraded Ceramic Shield glass, which Apple claims is 50% tougher than the original version. The displays maintain a peak brightness of 2,000 nits but can now dim to as low as 1 nit, a feature not available in previous models.
Extended Battery Life and Fast Charging
Apple has made significant strides in battery performance:
- iPhone 16: Up to 22 hours of video playback
- iPhone 16 Plus: Up to 27 hours of video playback
These improvements represent a 1 to 2-hour increase over their predecessors. Additionally, both models support high-speed wireless charging, allowing them to reach 50% charge in 30 to 35 minutes when using a MagSafe charger with a 30W or higher adapter.
Pricing and Availability in Malaysia
The iPhone 16 and iPhone 16 Plus will be available in Malaysia in five colours: Ultramarine, Teal, Pink, White, and Black. Pricing is as follows:
iPhone 16:
- 128GB: RM3,999
- 256GB: RM4,499
- 512GB: RM5,499
iPhone 16 Plus:
- 128GB: RM4,499
- 256GB: RM4,999
- 512GB: RM5,999
For those seeking additional protection, AppleCare+ is available at RM699 for the iPhone 16 and RM799 for the iPhone 16 Plus.
In a first for Malaysia, these new iPhone models will be released simultaneously with the U.S. launch. Pre-orders open on Friday, 13 September, with official rollout scheduled for 20 September.
Apple’s AI Strategy and Market Competition
Apple’s focus on AI comes at a time when competitors are ramping up their own AI offerings. Huawei, for instance, has already garnered over three million pre-orders for its new Z-shaped tri-fold phone in China, showcasing the strong demand for AI-powered devices in the region.
Ben Bajarin, CEO and principal analyst at Creative Strategies, notes, “The Chinese market is hungrier for AI features than the US market.” This presents a challenge for Apple, as Bajarin adds, “it will be very difficult to bring it to China immediately, so they’ll be going off the merits of the hardware.”
While Apple introduced its Apple Intelligence at its developer conference in June, the full implementation of these features is expected to roll out gradually. A software update for iPhones and iPads is likely in October, with a comprehensive upgrade to Siri anticipated in early 2025.
Bob O’Donnell, chief analyst for TECHnalysis Research, raises an important question: “The question is who is going to be the first to combine a truly personal AI assistant with knowledge and information that is accurate and personalised.”
Wider Product Range: Watches and AirPods
Alongside the new iPhones, Apple also introduced:
- Apple Watch Series 10: Starting at RM1,788 (US$399 equivalent), it boasts a thinner profile and up to 30% larger screen than previous generations.
- Apple Watch Ultra 2: A more rugged option, priced from RM3,580 (US$799 equivalent).
- AirPods 4: Featuring a new design for improved comfort and acoustics, with added hearing-aid features pending regulatory approval.
As the smartphone market continues to evolve, Apple’s latest offerings demonstrate its commitment to integrating AI technology while maintaining its focus on hardware excellence. The success of these new devices will likely depend on how effectively Apple can deliver on its AI promises and differentiate itself in an increasingly competitive market.
