Apple continues its tradition of decking out the Fifth Avenue store ahead of product launches, this time with glowing rainbow colors signifying Apple Intelligence on iPhone 16.

As the iPhones went on sale, however, Apple released the first public beta of iOS 18.1, an early version of the software that will bring Apple Intelligence. New customers can get access to those features in an early version by joining Apple’s beta programme and choosing to download that update.

Apple is accelerating the rollout of a software update that will implant intelligence into its virtual assistant Siri and automate a variety of tedious tasks to coincide with the release of its latest

The new AI iPhone is officially available in Apple stores, hitting shelves in almost 60 countries around the world on Friday morning.

Apple Inc. is facing an unprecedented challenge: persuading customers to buy its latest iPhones without their biggest new feature.

Apple is giving more people the chance to test a software update that will implant artificial intelligence into its virtual assistant Siri and automate a variety of tedious tasks on the latest iPhone coming out Friday.