At Apple’s iPhone 16 event on Monday, the company took a refreshing approach by putting hardware in the spotlight, pushing the conversation around AI to later in the presentation. This focus on devices like the Apple Watch Series 10, AirPods 4, and the new iPhone 16 lineup came first, with Apple’s generative AI suite, known as “Apple Intelligence,” only getting discussed after nearly an hour. It was a significant shift from the AI-heavy narratives that have dominated tech events recently, offering a different pace from what we’ve seen in 2024.

In a tech landscape where AI is often the headline feature, Apple’s choice to give hardware top billing stood out. Companies like Google and Samsung have made AI the centerpiece of their product launches, with every new device seemingly defined by the latest AI-powered features. For example, Google’s Pixel 9 launch focused heavily on its Gemini AI system. AI has become so ingrained in tech events that it’s often impossible to avoid it. Yet, Apple’s decision to hold back on AI until later in the event allowed its hardware to take center stage, creating an unexpected and much-needed change in tone.

This strategy may be more in tune with what consumers actually care about. A recent CNET survey showed that just 18% of people are motivated to upgrade their phones because of AI features. Instead, practical improvements like longer battery life (61%), more storage (46%), and better cameras (38%) are what most users are seeking. Apple clearly recognized these priorities and made them the focal point of its event, rather than letting AI dominate the conversation.

Of course, Apple didn’t ignore AI entirely. “Apple Intelligence” was referenced throughout the event, showcasing its role in enhancing iPhone 16 features such as Photos, Siri, and Messages, all powered by the A18 chip. However, unlike its competitors, Apple didn’t frame its event as an AI-centric showcase. This restrained approach felt refreshing, allowing the company to focus on practical advancements that matter most to users.

Apple’s gradual rollout of its AI capabilities also reflects a more thoughtful approach. The company announced that Apple Intelligence will start rolling out next month with iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, signaling that it’s not rushing AI into the spotlight before it’s fully ready. This measured introduction suggests that Apple is prioritizing stability and user experience, rather than making lofty promises about AI that could fall short.

Looking back, Apple did give more attention to AI during its Worldwide Developers Conference (WWDC) in June, where Apple Intelligence first debuted. But even then, the company didn’t lean on the term “AI” as heavily as its peers, such as Google during its I/O events. Apple has traditionally taken a more cautious and understated approach to emerging technologies, and it’s continuing that trend with AI. The company’s strategy reflects a broader mindset: while AI is clearly a vital part of the future, it doesn’t need to be the main theme of every product announcement.

Apple’s decision to de-emphasize AI in favor of hardware is likely a response to how fatigued the tech world has become with constant AI talk. By giving practical features like battery life and storage upgrades the spotlight, Apple is reminding both consumers and the industry that innovation doesn’t always have to be about AI. Sometimes, the best advancements come from refining the core components that users rely on every day.

In a time when AI buzz dominates every product reveal, Apple’s choice to lead with hardware and take a more measured approach to AI integration feels refreshing. The company has shown that it’s listening to what users actually want—improved hardware performance and features that make their daily tasks easier. While AI is undeniably important and embedded throughout the iPhone’s functionality, Apple understands that it doesn’t have to be the star of the show.