The latest quarterly results captured the first few days that consumers were able to buy a new iPhone 16 line-up that included four different models designed to handle a variety of AI wizardry that the company is marketing as "Apple Intelligence." The branding is part of Apple's effort to distinguish its approach to AI from rivals such as Samsung and Google that got a head start on bringing the technology to smartphones. Even though the iPhone 16 was specifically built with AI in mind, the technology didn't become available until Apple released a free software update earlier this week that activated its first batch of technological tricks, including a feature designed to make its virtual assistant Siri smarter, more versatile and more colorful. And those improvements are only available in the U.S. for now. "This is just the beginning of what we believe generative AI can do," Apple CEO Tim Cook told analysts during a Thursday conference call.