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

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.

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 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.

Apple’s annual product launch Monday failed to immediately capture the hearts of investors, as shares of the world’s biggest company slumped during the event largely focusing on previously rolled-out artificial intelligence features coming to iPhones.

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.