New Apple Watch Feature Labeled ‘straight out of Black Mirror’ as Consumers Are Creeped Out

Apple’s Autumn Event Unveils Wearable AI and First Foldable iPhone

Apple held its autumn product event on Wednesday, 9 September, introducing a slate of new hardware headlined by the Apple Watch Series 12, the company’s first foldable iPhone dubbed the iPhone Duo, and updated iPhone 18 Pro models. The presentation, led by Apple executive John Ternus, placed heavy emphasis on artificial intelligence integration across the product lineup, with the Apple Watch Series 12 serving as the primary showcase for what the company calls “Audio Intelligence.”

According to Apple’s vice president of Worldwide Apple Watch Product Marketing, Kaiann Drance, “Apple Watch Series 12 is the most advanced health and fitness companion we’ve ever created.” She added, “With our new Health Sensing System and S11 chip, Apple Watch Series 12 gives you meaningful insights, like readiness, so you can better understand how to take on your day and care for your health, plus intelligence features that make everyday life easier. And it’s all wrapped in a beautifully thin, light design you’ll love wearing all day and night.” The Series 12, priced from £369, launches on 18 September.

Audio Intelligence Sparks Privacy Debate

The centerpiece of the watch announcement—and the feature generating the most controversy—is Audio Intelligence. Apple describes this as a way to “help users stay aware of the world around them, catch what they missed, and remember key moments – with user control, privacy, security, and accessibility at the centre of its design.” The system includes two primary components: Live Rewind and Siri Recap.

Apple said: “A double press of the Digital Crown shows the previous 15 seconds of a conversation as a text snippet, so the user can catch something they may have missed or are less familiar with. Users can ask Siri about the content of the text or save it to the Siri app to revisit later.” The company further explained: “Siri Recap, which can create high-level summaries of conversations that users can review later to jog their memory. When Siri Recap is turned on, after a conversation, Apple Intelligence automatically generates a title and key points in the new Siri app, allowing users to be more present and engaged in the moment.”

The watches also use the built-in microphone to alert users who are deaf or hard of hearing to important sounds such as sirens, alarms, doorbells, or a baby crying, using on-device intelligence.

Public reaction on social media was swift and largely critical. One user wrote: “Do they not realise how incredibly creepy this is?” Another commented: “Just gonna have to tattoo ‘I do not consent to being recorded’ on my forehead at this point.” A third added: “This was literally a Black Mirror episode.” While some commenters welcomed the accessibility benefits, the overwhelming sentiment expressed concern about the implications of a wrist-worn device continuously buffering recent conversation.

Apple Details On-Device Privacy Architecture

Addressing privacy concerns directly, Apple provided a technical explanation of how Audio Intelligence functions without storing audio. Explaining how it works, the firm said: “This is because the S11 chip on Apple Watch Series 12 includes Secure Exclave, a dedicated hardware-isolated compartment that processes audio in complete isolation from the rest of the system, then immediately deletes it. Users are in control and can choose whether to opt in to each Audio Intelligence feature. They can decide exactly where and when Siri Recap takes notes, and can turn Siri Recap on or off at any time, right from Control Center.”

The company continued: “By design, Audio Intelligence features do not identify and attribute speakers, to protect the privacy of both the user and those around them. Siri Recap produces a brief, high-level summary of conversations — not a transcript — and is designed to exclude sensitive information like financial information or government-assigned identifiers. Live Rewind plays an audible chime when it is being used, even if Apple Watch is on silent, and shows a full-display animation and microphone indicator so people nearby can hear and see that the feature has been activated.”

iPhone Duo Marks Entry into Foldable Market

Beyond wearables, Apple’s “big-ticket item” was the iPhone Duo, the company’s first foldable smartphone. When unfolded, the device approximates a tablet form factor; folded, it resembles a large phone. Apple claims the Duo offers “up to 40 percent higher stiffness” compared to competing foldables, reducing wear from repeated folding. The device runs on an A20 Pro chip, uses eSIM exclusively, and houses two batteries providing up to 24 hours of usage across both screens, with rapid charging capable of reaching 50 percent in minutes. The camera system matches the calibre of the iPhone 18 series.

iPhone 18 Pro Line and Health App Overhaul Round Out Announcements

The iPhone 18 Pro and 18 Pro Max feature the new A20 chip delivering “up to 40 percent improved graphics performance.” Greg Joswiak, Apple’s senior vice president of Worldwide Marketing, stated: “With iPhone 18 Pro, we’ve made advancements to the areas our users care about most: camera, performance, battery, and intelligence. And we didn’t just make incremental improvements in these areas — we took huge leaps forward to create the best Pro iPhone we’ve ever made.” The 18 Pro Max touts the longest battery life of any iPhone to date, while the 18 Pro matches the 17 Pro Max’s endurance. Both support 50 percent wired charge in 15 minutes. A new feature called Apple Reference Image helps verify photo authenticity.

The Health app receives a significant update powered by Apple Intelligence, adding a readiness score, Health Age score, a Longevity tab, and personalized fitness suggestions based on user metrics. Apple says the app now allows in-depth assessments of how well users’ bodies are moving.

Finally, AirPods 5 arrive in two configurations: a standard model and a version with a Wireless Charging Case offering longer battery life and on-stem volume control. Apple claims the new earbuds deliver “the industry’s best Active Noise Cancellation (ANC) in an open-ear design and even better sound quality” which “removes up to 50 percent more external noise compared to AirPods 4.”

Why This Matters

Apple’s autumn event signals a strategic pivot toward ambient, on-device AI that moves beyond traditional query-response interactions into continuous, context-aware assistance. The Apple Watch Series 12’s Audio Intelligence represents the company’s most ambitious attempt yet to position its wearable as an indispensable cognitive prosthetic—capturing, summarizing, and surfacing information from the user’s immediate environment. However, the fierce public backlash highlights a growing tension between the utility of always-on AI and societal norms around consent and surveillance in private conversation. Apple’s architectural choices—hardware-isolated Secure Enclave processing, immediate audio deletion, audible chimes, and opt-in controls—reflect an awareness of this tension and an attempt to establish a new privacy paradigm for wearable AI. Meanwhile, the iPhone Duo’s entry into the foldable market, years after competitors, follows Apple’s typical pattern of refining form factors rather than pioneering them. The integration of photo authenticity verification via Apple Reference Image also speaks to rising industry and regulatory pressure around AI-generated content and deepfake detection.

Frequently Asked Questions

When does the Apple Watch Series 12 launch and how much does it cost?

The Apple Watch Series 12 launches on 18 September with pricing starting at £369.

Does the Live Rewind feature store audio recordings of conversations?

No. Apple states that the S11 chip’s Secure Enclave processes audio in complete isolation and immediately deletes it. The system does not create or store audio recordings, and neither the operating system, apps, the user, nor Apple can access them.

What is the iPhone Duo and how does it differ from previous iPhones?

The iPhone Duo is Apple’s first foldable iPhone. Unfolded, it provides a tablet-sized display; folded, it resembles a large phone. It features an A20 Pro chip, dual batteries for up to 24-hour battery life, eSIM-only connectivity, and a hinge design Apple claims is 40 percent stiffer than competing foldables.