Apple IGNORED AI Completely! September 2025 Event Recap

Apple's big September event just wrapped up. And while we got shiny new iPhones, new AirPods, and new Apple Watches, there was something missing, something huge. Artificial intelligence. In a year where every tech company is racing to show off their latest AI breakthroughs, Apple decided to say nothing. So, let's break down what they did show, what they didn't, and why Apple might be keeping their AI story under wraps for now. Let's start with the big announcement. We got the iPhone 17 lineup, including a brand new model called the iPhone Air. Apple says it's the thinnest, lightest iPhone ever. The Pro and Pro Max also got upgrades. The new A19 chip, better prootion displays, improved cameras, and longer battery life. Next, we also got the AirPods Pro 3. On paper, they're Apple's smartest earbuds yet. better noise cancellation, heart rate tracking, and real-time translation between languages. Clearly powered by Apple intelligence in the background. And then the Apple Watch Series 11 and Ultra 3. The focus here was health, blood pressure detection, sleep scoring, and even satellite connectivity on the Ultra, and of course, the software updates iOS 26 with his new liquid glass design. So, overall, it was a very classic Apple event. Polished hardware, incremental upgrades, a few nice surprises. But notice what's missing here. AI. That's right. Almost no mention of Apple Intelligence. Apple's big AI push they announced just a few months ago. Remember in June they showed off Gen Moji, image playground, visual intelligence, and a completely revamped Siri. Those announcements made headlines worldwide. But today, nothing. No demo of Siri 2. 0. Not even a quick reminder that Apple is part of the AI conversation at a large scale. Meanwhile, Google is baking Gemini into Android. Samsung is pushing Galaxy AI, and Microsoft and Open AI are releasing updates pretty much every month. Apple's silence kind of feels loud today. So, why would Apple skip AI at their biggest product launch of the year? A few possible reasons. Number one could be pacing. Apple might be saving the big AI reveal for next year's event where software kind of takes the spotlight. Another option could be confidence. Apple may feel their AI isn't polished enough yet for the mainstream media. They don't want a halfbaked demo. They want that wow moment and they might be saving up for that. Lastly, it could be a bigger part of their strategy. Apple's always been about integrating tech into experiences, not hyping features. Notice how AI showed up quietly in the AirPods translation as well health sensors as well in the A19 chips. But they didn't label it as AI. That's classic Apple making it invisible. But here's the challenge. If Apple stays too quiet, the narrative gets away from them. consumers thinking that Google and Microsoft and Entropic are the real AI leaders while Apple is kind of catching up at the moment. This leaves us with some big questions. If Apple really wants to compete in AI, they need to show more than hardware. Because let's face it, the iPhone is already mature. What will make people upgrade in the next few years isn't just a thinner iPhone, it's smarter software. And with competitors sprinting ahead, Apple can't afford to keep AI locked in the lab. My bet, the real AI story is still coming. We'll see the Siri overhaul and Apple intelligence roll out in phases over the next year hopefully. But for now, Apple has chosen to play it safe, and that silence might cost them. So, that's Apple's September event. Lots of hardware polish, but a noticeable AI shaped hole. What do you think? Is Apple smart to hold back until they're ready, or are they falling behind in the AI race? Drop your thoughts in the comments, because I think this will be one of the biggest debates in tech over the next few years. If you found this breakdown useful, hit that like button, subscribe for more AI and tech coverage, and I'll see you in the next one. Thanks for watching.