Every year, Apple gives precise instructions to its Apple Stores to help sell the new iPhones. Usually, the arguments go through the better photo and video quality or the improved performance thanks to the new Ax chip. However, this year, the company should bet on Apple Intelligence, at least in the United States, because it will not be possible in Europe as the release of AI features on the iPhone will be delayed. A special meeting in the Apple Stores has just been scheduled after the Apple Event on September 10 (which is not yet official).
As the highly anticipated announcement of the iPhone 16 lineup draws near, new information is starting to leak out about Apple’s launch strategy for its latest product lineup. According to Bloomberg’s Mark Gurman, the California giant plans to make “Apple Intelligence” the iPhone 16’s main selling point.
Apple is taking its employees’ preparation for this strategic launch very seriously. In fact, a mandatory meeting has been scheduled for employees of American Apple Stores, just 48 hours after the iPhone 16 presentation event. This event is expected to take place on September 10, followed by these crucial meetings on the evening of September 12 or the morning of September 13, depending on the team.
These sessions will aim to prepare sales teams for the new features of Apple Intelligence, so that they can effectively present them to customers as soon as the products arrive in store.
In the US, “Apple Intelligence” will be a key part of the iPhone 16 sales pitch later this year. These features are expected to roll out to the rest of the world shortly after, although in Europe, the launch could be delayed due to checks needed to comply with the European Commission’s DMA law.
Apple Intelligence will be available exclusively in the United States starting in October. This first phase will include assisted writing tools, notification summaries, and a new interface for Siri. However, some advanced features, such as “Image Playground,” “Genmoji,” and “ChatGPT” integration, will only be available with later updates, including iOS 18.2 or later.
In Europe, the rollout of these new features will take much longer, it is not yet known when Apple Intelligence will arrive, but it will probably be around iOS 18.5 or iOS 18.6. Apple is doing its best to launch Apple Intelligence as soon as possible.
Apple plans to fully leverage its Apple Stores to introduce “Apple Intelligence” to its customers. Employees will play a major role in showcasing these new features during in-store demonstrations. Apple may also host discovery workshops to allow users to get hands-on with these innovations. These initiatives are aimed at ensuring that customers understand not only the capabilities of the iPhone 16, but also the potential of artificial intelligence in their daily lives.
With the iPhone 16, the Cupertino company seems determined to capitalize on artificial intelligence like never before. “Apple Intelligence” will not simply be an addition, but the heart of the user experience that the company wants to offer, starting in the United States before gradually expanding to the rest of the world. The success of this strategy will depend largely on how Apple employees transmit this vision to customers.
