You can now buy your Apple iPhone 16, but without these most anticipated features

Apple faces an unprecedented challenge: convincing customers to buy the latest iPhone models without their biggest new feature. Apple is launching the iPhone 16 lineup today in nearly 60 countries, including the U.S., China, India, Australia and South Korea, but the device won’t have Apple Intelligence installed. That means users will have to download the software features over time as they become available in the coming weeks and months.

Apple has already been heavily promoting its AI features, which poses a challenge for the company, as some consumers may hold off on buying new phones if they can’t enjoy the benefits right away. The new iPhone hardware has only modest improvements over previous models, such as a touch-control camera button that makes it easier to take photos and record videos.

The new iPhone lineup includes two standard models — the 16 and 16 Plus — as well as the higher-end Pro and Pro Max. Pre-orders for the devices began last week. The first units to go on sale will run iOS 18, but Apple Intelligence will require an over-the-air software update to iOS 18.1, which will launch in October.

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Apple Intelligence was unveiled in June at the company’s Worldwide Developers Conference and has been available in limited beta testing for developers for several weeks.