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 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.

The release of a new iPhone is always highly anticipated. This year’s models bring Apple Intelligence, better cameras, a new Camera Control and, most importantly, longer battery life. The iPhone 16 Pro and iPhone 16 Pro Max have larger displays, thinner bezels, an advanced A18 Pro chip and improved thermal management.

The iPhone 16 family has much bigger batteries than its predecessor, with the iPhone 16 Pro growing by almost 10% versus the iPhone 15 Pro.

The $999 iPhone 16 Pro and $1,199 iPhone 16 Pro Max have everything we've come to expect in a year-over-year upgrade. They lack Apple Intelligence at launch but make up for it in other ways.