At 1 a.m. Beijing time on September 10, Apple held a press conference called "Glowtime" (Glowtime), and successively released the Apple Watch Series 10 smart watch, new AirPods 4 headphones and iPhone 16 series mobile phones.
Among them, the iPhone 16 series is the focus of everyone's attention, and the new generation of iPhone has two main points, one is that the hardware depends on the chip and camera, and the other is the software depends on AI, but the AI function Chinese support has been postponed to next year.
Source: Apple's official website
Looking at the hardware first, Apple's update finally no longer adheres to the way of "squeezing toothpaste", but is generous, taking the iPhone 16 and iPhone 16 Plus forward by two generations, directly upgrading from the A16 Bionic chip to the A18 Bionic chip.
Apple uses a new neural engine on the A18, which is twice as fast as the A16 for machine learning. The A18 is built with 3nm technology, and its 6-core CPU speed is 30% faster than the A16. In terms of energy efficiency, the same performance requires 30% less electricity than A16.
In addition, the A18 uses a desktop GPU architecture, and its 5-core GPU is 40% faster than the A16, and the same performance performance is 35% lower than the A16.
It is worth mentioning that the A18 also supports hardware-accelerated ray tracing, and the iPhone 16 can also support running triple-A games.
Source: Apple's official website
The processor of the Pro version has also been upgraded to the A18 Pro, which is also TSMC's second-generation 3nm process, using a 6-core CPU, including 2 performance cores and 4 performance cores, and the GPU is designed with 6 cores, supporting hardware ray tracing, and a 16-core NPU neural network engine int8 precision computing power of 35 trillion times per second. Compared with the A17 Pro, it is 15% faster and consumes 20% less power. Its 6-core GPU is 20% faster than the A17 Pro, and the hardware-accelerated ray tracing performance is twice that of the A17 Pro.
In terms of photography, the Pro series is equipped with a 48-megapixel fusion camera, a new camera architecture that can transfer data from the sensor to the chip faster, the sensor reads twice as fast as the previous generation, and starts to support 4K 120fps shooting. In addition, the Pro series is also equipped with an upgraded 48-megapixel ultra-wide-angle camera and a 5x periscope telephoto camera, which provides processing power for different audio tracks in terms of audio performance, especially adding a new mode of overlaying audio tracks and layered creation to voice memos. In addition, in order to cooperate with the improvement of shooting ability and experience, Apple has added physical buttons throughout the series.
The biggest attraction of this conference should be Apple Intelligence, a feature that has been repeatedly postponed, has always made domestic fans think that Apple is holding back the "big move", but from the perspective of the release effect, the "big move" is not big, readers may ask how to see it? In fact, its stock price performance has already done its answer, and there is little change.
At the press conference, Apple gave users a comprehensive introduction to Apple Intelligence for the first time, but its features did not exceed expectations, mainly focusing on three aspects: language, images and movements. The main highlight is that Apple Intelligence can integrate the user's personal context and fully integrate with Apple's new generation of products.
Source: Apple press conference
In specific usage scenarios, users can use the mobile phone camera to point at an object, and the system will automatically extract the detailed information on the photographed object and provide users with reference information. Alternatively, users can use text to give commands, and with the help of Apple Intelligence, they can retrieve relevant content on the phone, summarize and create content summaries, etc.
The good news for users is that Apple Intelligence will be available to iPhone users as a free software update. But the bad news is that the first Apple Intelligence features will be available in beta in the United States market in October, only in English, and only some features, more features will be launched in the future, which means that Apple's ancestral "squeeze toothpaste" update skill has not disappeared, but is used on Apple Intelligence. More localized English versions will be available in Canada, United Kingdom, Australia, and more in December. As for the Chinese support we have in mind, it will be in the first half of next year, and even beyond.
The postponement of Apple Intelligence may have something to do with the localization adaptation of large models in the process of landing on the end side, after Apple's cooperation with openAI, its AI partners in China have been unresolved, and it was previously reported that Apple has been in contact with a number of Chinese large model companies, including Baidu, Alibaba and Baichuan Intelligence. But there seems to be no clear information about the follow-up.
On the one hand, Apple's requirements for large models are higher, and the effect to be achieved may be too ideal, and the manufacturers that can achieve this condition are limited, and Apple will not only cooperate with a large model manufacturer, on the other hand, Apple may not give money for this cooperation, or not much money, after all, Apple and OpenAI have not paid any fees for cooperation, Xiaobian guesses that this is still in the frenzy of financing, It may be difficult for large model enterprises in the cash-burning stage to accept.
Laimei data shows that since 2024, more than 70 financing cases have been completed in the domestic large-scale model track, with a financing amount of more than 8 billion yuan. Interested readers can log in to the Rime PEVC platform to obtain full financing cases, invested projects and in-depth data analysis of the AI large model track.
Data source: RimeData to find data
There is indeed a big gap between domestic and foreign large models, so the products of large manufacturers and the head ones can really enter the "candidates". As of March 2024, a total of 117 GenAIs in mainland China have completed the filing, including Wenxin Yiyan, Tongyi Qianwen, kimi, Zhipu Qingyan, Skylark, abab, Ririxin, Xinghuo, Pangu and other large models. The benefit that the manufacturers who finally cut into it can get is to take the lead in seizing the minds of users in this round of large-scale model competition, and then have the opportunity to convert free users into paid users.
Judging from past Apple press conferences, Apple's products are often a weather vane, and it is an exaggeration to say that Apple Intelligence is equivalent to setting the tone for the future development of AI mobile phones, which will help the entire industry clarify the direction of development.
In fact, the trend of AI mobile phones has been blowing in China for nearly a year, which is of great benefit to market sales, but there is still a lack of killer products. Since the outbreak of large models at the beginning of last year, since the second half of the year, the war in the field of smart phones at home and abroad has been ignited again, and AI large model technology has been introduced into mobile phones. In the first half of this year, the momentum was even stronger, with voices such as "All in AI", "officially entering the era of AI mobile phones", and "the first year of AI mobile phones" emerging one after another.
On the one hand, the domestic mobile phone market has indeed encountered a bottleneck, and AI is urgently needed to detonate a new round of replacement waves. According to data released by the China Academy of Information and Communications Technology, the overall shipments of mobile phones in the domestic market will total 289 million units in 2023, a year-on-year increase of 6.5%, while in the first half of this year, the shipments of mobile phones in the domestic market will be 147 million units, a year-on-year increase of 13.2%.
On the other hand, AI can indeed trigger a revolution in the field of consumer electronics, integrating smart wearable devices such as mobile phones, watches, VR, and AR into an overall smart terminal, and it seems that AI will reshape the mobile phone industry It seems to have become a consensus, and AI mobile phones will definitely occupy the mainstream of the market, but this process will take time. Canalys predicts that the share of generative AI phones in the global market will reach 16% by 2024, and by 2028, this proportion will rise to 54%. The AI handset market is expected to grow at a CAGR of 63% from 2023 to 2028.
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