Apple's Fifth Avenue Store Illuminates with 'Apple Intelligence' Glow for iPhone 16 Launch

Apple Fifth Avenue store gets Apple Intelligence glow ahead of iPhone 16 launch | AppleInsider

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. The iPhone 16 lineup launches around the world on Friday, and Apple is ready with decor representing a feature that won't launch publicly for a few weeks. Despite that, Apple has leaned heavily into promoting the AI features for the lineup. The glowing Fifth Avenue store was shared by X account @RetailArchive and first discovered by 9to5Mac. The glowing cube decor is reminiscent of the Apple Vision Pro launch when it built a giant model of the headset. There is some concern that Apple's advertisements around Apple Intelligence prior to the launch might create a false set of expectations for customers. It will be interesting to see how customers react to the feature's absence, and how Apple will handle educating customers about the pending launch. Even though Apple Intelligence isn't here for initial deliveries, it will still prove vital for the iPhone 16 life cycle. Early adopters won't have to wait long, as iOS 18.1 is expected sometime in October. Beyond Apple Intelligence, the iPhone 16 lineup offers better cameras, Camera Control, and improved processors. Early reviews praised the new color options, but the absence of Apple Intelligence was a repeated pain point.

Apple Fifth Ave glows in colors to celebrate iPhone 16 launch

iPhone 16 is almost here. Following the start of pre-orders last week, the new iPhones will hit stores tomorrow, September 20. And to celebrate the launch, Apple has made its iconic Fifth Avenue store in New York glow in the colors of Apple Intelligence. As noted by customers who went to Apple Fifth Avenue on Thursday night to be among the first to buy an iPhone 16 on Friday morning, Apple has put special lights on the store's iconic cube. The cube is glowing in the same colors used in the new Siri interface powered by Apple Intelligence, considered one of the key features of the new iPhones. In addition to the lights, the cube also has decals with "iPhone 16" and "Hello Apple Intelligence."This is not the first time that Apple has modified its Fifth Avenue store to highlight a new product. Earlier this year, Apple put a giant Vision Pro on top of the cube to promote the launch of the product. Despite all the iPhone 16 marketing campaigns showing Apple Intelligence features, the AI features won't be available until next month, when Apple releases iOS 18.1. Even so, features such as the more advanced Siri, Genmoji, and Image Playgrounds will remain unavailable. The first set of Apple Intelligence tools coming with iOS 18.1 includes Writing Tools, article and notification summarization, audio transcription, and Clean Up in the Photos app. Apple Intelligence will be available first in US English. The company will add support for more variants of English later this year with iOS 18.2, while more languages such as Chinese, French, Spanish, and Portuguese will arrive next year.