Apple continues its tradition of decking out the Fifth Avenue store ahead of product launches, this time with glowing rainbow colors signifying Apple Intelligence on iPhone 16.

The iPhone 16 lineup launches around the world on Friday, and Apple is ready with decor representing a feature that won't launch publicly for a few weeks. Despite that, Apple has leaned heavily into promoting the AI features for the lineup.

The glowing Fifth Avenue store was shared by X account @RetailArchive and first discovered by 9to5Mac. The glowing cube decor is reminiscent of the Apple Vision Pro launch when it built a giant model of the headset.

There is some concern that Apple's advertisements around Apple Intelligence prior to the launch might create a false set of expectations for customers. It will be interesting to see how customers react to the feature's absence, and how Apple will handle educating customers about the pending launch.

Even though Apple Intelligence isn't here for initial deliveries, it will still prove vital for the iPhone 16 life cycle. Early adopters won't have to wait long, as iOS 18.1 is expected sometime in October.

Beyond Apple Intelligence, the iPhone 16 lineup offers better cameras, Camera Control, and improved processors. Early reviews praised the new color options, but the absence of Apple Intelligence was a repeated pain point.