The future of the iPhone

Details on Apple's AI crisis.

Hey everyone, it's Mark. Apple's upcoming iPhone 17 "Air" will foreshadow a move to slimmer models without charging ports. Also: The company's AI crisis will be the talk of its "Top 100" offsite meeting this week, and it's planning some of the biggest iOS and macOS redesigns in its history. In other news, Google is poised to buy an eye-tracking startup for glasses. Last week in Power On: Apple clears the decks with an early-year product frenzy. Power On is now exclusively for Bloomberg.com subscribers. Get the full Power On newsletter every week — plus unlimited access to every featured article and a Q&A with me — when you subscribe to the Tech Newsletter Bundle.

The Starters

An advertisement for the iPhone 16 Pro. Photographer: Jason Alden/Bloomberg Apple Inc.'s slimmer smartphone due this fall is more than just an attempt to juice sales with something distinct from the rest of the lineup. It's really a new beginning for the iPhone. Since 2020, Apple has launched four main iPhones each year: a pair of entry-level models and two high-end versions. This year's introduction will tweak that formula. As I've previously written, the company will roll out one entry-level phone, two high-end models and one device in between that I've dubbed the iPhone 17 "Air"… SAVE THE DATE: It's a critical moment for Apple as the tech giant readies its dramatic software overhaul, struggles to compete in AI, and rolls out its latest iPhone and iPad line. I'm inviting Bloomberg Power On subscribers to ask me anything about Apple in my Live Q&A conversation with Tim Stenovec on March 26 at 11 a.m. ET. You can email your questions in advance to: mgurman1@bloomberg.net

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