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

Apple’s annual product launch Monday failed to immediately capture the hearts of investors, as shares of the world’s biggest company slumped during the event largely focusing on previously rolled-out artificial intelligence features coming to iPhones.

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's latest smartphone, the iPhone 16, will be available in stores starting today, following disappointing Wall Street feedback from pre-order data.

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.

Friday is finally here and so too is the new long awaited iPhone, the iPhone 16 Apple watch series 10 and Airpods four in stores today.