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

The $999 iPhone 16 Pro and $1,199 iPhone 16 Pro Max have everything we've come to expect in a year-over-year upgrade. They lack Apple Intelligence at launch but make up for it in other ways.

While there’s no doubt that the pricier Pro models of the iPhone 16 series are better, with improved and larger displays, a third camera, that gorgeous titanium build and more, this year’s iPhone has a lot in common with the Pro. To the extent that for many people, the Pro adds bells and whistles they can manage without.

Apple (NASDAQ:AAPL) iPhone 16 reviewers found a lot to like about the latest iteration of the flagship product, including longer battery life, larger screens (on the Pro models) and an upgraded camera,

The initial reviews for Apple's iPhone 16 Pro and iPhone 16 Pro Max are arriving, with most reviewers saying that the improvements are small, or at least will be until Apple Intelligence launches too.