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

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 iPhone.

Apple is set to launch its iPhone 16 lineup across nearly 60 countries this week, including major markets like the US, China and India. However, the release comes with a notable omission: the much-anticipated Apple Intelligence AI software won’t be available on the devices at launch.

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.

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.

Ahead of the pre-orders for iPhone 16, Apple released three ads about Apple Intelligence features. However, these features are unavailable.

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 .

Apple is launching the iPhone 16 lineup in almost 60 countries, including the US, China, India, Australia and South Korea. But the device won’t come installed with Apple Intelligence — the much-anticipated AI software that the company has been touting since June.