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

Apple is set to launch its iPhone 16 lineup across nearly 60 countries this week, including major markets like the US, China and India. However, the release comes with a notable omission: the much-anticipated Apple Intelligence AI software won’t be available on the devices at launch.

Apple is launching the iPhone 16 lineup in almost 60 countries, including the US, China, India, Australia and South Korea. But the device won’t come installed with Apple Intelligence — the much-anticipated AI software that the company has been touting since June.

Apple is launching the iPhone 16 lineup in nearly 60 countries, including India, but without its anticipated AI software, Apple Intelligence. Users will need to download the software features over time.

The new AI iPhone is officially available in Apple stores, hitting shelves in almost 60 countries around the world on Friday morning.

Apple is giving more people the chance to test a software update that will implant artificial intelligence into its virtual assistant Siri and automate a variety of tedious tasks on the latest iPhone coming out Friday.