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 iPhone.

The iPhone 16 and 16 Plus will be available in new colors and get a customizable Action button that had been available only on higher-end models, Apple said during a presentation Monday. There’s also a more powerful chip and a new Camera Control button that lets users snap pictures and access camera functions.

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

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