After ChatGPT’s launch in late 2022, igniting a contemporary iteration of tulip mania, numerous individuals wondered why Apple, the foremost technology leader, was not taking part. The tech circle theorized that Apple’s hesitation could imply they were either lagging behind rivals such as OpenAI or had strategic plans to present their enhanced version of this technology.
Eventually, during its yearly Worldwide Developers’ Conference (WWDC) on June 10, Apple unveiled its approach. It characterized its stance on “AI” not as the usual interpretation linked with OpenAI and others, but rather as something more sophisticated called “Apple Intelligence.” As Apple observer John Gruber pointed out, this was less about a singular product and more of a marketing term for a range of features, applications, and services. By positioning this bundle, Apple intended to indicate that they were rolling out genuinely groundbreaking technology, crafting a sales narrative to promote the acquisition of the new iPhone 15 Pro, while older models would not be compatible with these advanced capabilities.
Naturally, I was captivated and decided to upgrade. The new device truly impressed, featuring robust processors and an outstanding camera. Yet, the Apple Intelligence functionalities felt superficial and often intrusive. For example, the upgrade complicated my photo categorization by organizing images in a manner that seemed unwelcome. Furthermore, a new application named Image Playground, which claimed to enhance communication and self-expression, appeared to be suitable only for very young children instead of being genuinely beneficial.
One feature that caught my attention was the substantial enhancement to Siri, Apple’s virtual assistant. Apple announced that Siri would now provide customized intelligence based on individual user contexts. For instance, users could say, “Play that podcast that Jamie recommended,” and Siri would locate and play it without needing the user to remember the specifics from texts or emails. Similarly, users could inquire about flight statuses, and Siri would cross-check real-time data to deliver accurate information.
However, after further assessment, Siri, even on the latest device, did not fulfill these advanced promises and felt frustratingly rudimentary. Then, on March 7, Apple issued a statement revealing they were still developing a more personalized Siri, which would take longer than previously expected to roll out, with an anticipated launch within the next year.
For Gruber, who possesses extensive insights into Apple, this announcement was concerning. He stated that what Apple displayed regarding Siri at WWDC was purely a conceptual video, showcasing a company that might be struggling or at a pivotal moment. He reminisced that the last time Apple revealed a concept video, they were on the verge of bankruptcy and never produced anything similar after Steve Jobs rejuvenated the company into the most lucrative business ever.
Is Gruber overstating his arguments? The answer is yes. While Apple isn’t in immediate danger, this scenario with Siri and Apple Intelligence marks a significant miscalculation during Tim Cook’s tenure. Jobs’ Apple was known for withholding product announcements until they were fully ready. The company seems to have underestimated the timeline required to fulfill their Siri commitment from last June. Remaining true to the principles established by Jobs, they should have awaited until June 2025 to launch such enhancements, apparently disregarding Hofstadter’s Law: that projects often take longer than anticipated, even when considering this fact.
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