Apple Inc. is back in the spotlight with its iPhone 17 Pro and 17 Pro Max, sparking renewed consumer enthusiasm after the lukewarm response to the iPhone 16.

According to Bloomberg's Mark Gurman, the previous model had decent sales but fell short in excitement, particularly due to lackluster and delayed AI features.

In stark contrast, the iPhone 17 Pro models have received glowing reviews for their superior performance, even though they don’t boast any single revolutionary feature.

Instead, Apple focused on refining engineering and design, resulting in enhancements such as longer battery life, greater durability, improved camera capabilities, and an array of attractive color options.

Interestingly, Apple has opted to sidestep the AI race for now—an intriguing strategy given the tech giant is lagging behind competitors like Alphabet Inc., Samsung, and several Chinese brands in this domain.

With no major AI upgrades in the pipeline until March, Apple seems to be stepping back from rivaling AI advancements. However, the iPhone 17 Pro lineup is flying off the shelves worldwide, reigniting the passion that had dulled due to previous incremental launches.

While the Pro model steals the spotlight, the Air model is also garnering interest, showcasing Apple's ability to capture diverse consumer preferences.

By prioritizing hardware improvements over AI, Apple’s calculated risk might pay off, as AI technology continues its rapid evolution. For now, the iPhone remains a pivotal element in consumers’ digital lives.