After ChatGPT broke cover in late 2022 and the tech industry embarked on its contemporary rendering oftulip mania, people started to wonder why the biggest tech giant of all – Apple – was keeping its distance from the madness. Eventually, the tech commentariat decided that there could be only two possible interpretations of this corporate standoffishness: either Apple was way behind the game being played by OpenAIet al; or it had cunning plans to unleash upon the world its own world-beating take on the technology.Finally, at its annual World Wide Developers’ Conference (WWDC) on 10 June last year Apple came clean. Or appeared to. For Apple, “AI” would not mean what those vulgar louts at OpenAI, Google, Microsoft and Meta raved about, but something altogether more refined and sophisticated – something called “Apple Intelligence”. It was not, as the veteranApple-watcher John Gruber put it, a single thing or product but “a marketing term for a collection of features, apps, and services”. Putting it all under a single, memorable label made it easier for users to understand that Apple was launching something really novel. And, of course, it also made it easier for Apple to say that users who wanted to have all of these fancy features would have to buy an iPhone 15 Pro, because older devices wouldn’t be up to the task.Needless to say, this columnist fell for it and upgraded. (Verily, one sucker is born every minute.) As a piece of kit, the new phone was impressive: the powerful new processor chips, neural engine etc worked a treat. And the camera turned out to be astonishingly good. But the Apple Intelligence features enabled by the upgrade seemed trivial and sometimes irritating. It immediately started messing with my photo collection, for example, imposing categories on images that were intrusive, unwanted and annoying. And there was a new pre-installed app called Image Playground that apparently “makes communication and self-expression even more fun” – which might possibly be true if one were a four-year-old with a short attention span, but is otherwise a turkey from central casting and should have been strangled at birth.There was one feature, though, that looked interesting and possibly useful – a serious enhancement of Siri, Apple’s attempt at a virtual personal assistant. Henceforth, thecompany announced: “Siri will be able to deliver intelligence that’s tailored to the user and their on-device information. For example, a user can say, ‘Play that podcast that Jamie recommended,’ and Siri will locate and play the episode, without the user having to remember whether it was mentioned in a text or an email. Or they could ask, ‘When is Mom’s flight landing?’ and Siri will find the flight details and cross-reference them with real-time flight tracking to give an arrival time.”If Apple had stuck to the Jobs playbook, the time to have launched the enhancement would have been June this year at the earliestOn closer inspection, though, Siri – even running on my expensive new phone – could do none of these useful things. In fact, it mostly seemed as banal as ever. And then, on 7 March, came anannouncement from Apple: “We’ve also been working on a more personalised Siri, giving it more awareness of your personal context, as well as the ability to take action for you within and across your apps. It’s going to take us longer than we thought to deliver on these features and we anticipate rolling them out in the coming year.”For Gruber, who knows more about Apple than anyone I know, this was like a red rag to a bull. The announcement meant,he wrote, that “what Apple showed regarding the upcoming ‘personalized Siri’ at WWDC was not a demo. It was a concept video. Concept videos are bullshit, and a sign of a company in disarray, if not crisis”. And because he has a long memory, it reminded him that the last time Apple had screened a concept video – the so-called“Knowledge Navigator” video– it was heading for bankruptcy. And it never made anything like it again once Steve Jobs had returned to turn it into the most profitable company in history.Until – says Gruber – now.Is he overreacting? Answer: yes. Apple isn’t in crisis, but this mini-fiasco with Siri and Apple Intelligence looks like the first serious misstep in Tim Cook’s stewardship of the company. If there’s one thing Jobs’ Apple was famous for, it was not announcing products before they were ready to ship. It’s clear that the company grossly underestimated the amount of work needed to deliver on what it promised for Siri last June. If it had stuck to the Jobs playbook, the time to have launched the enhancement would have been June 2025 at the earliest. The company had clearly forgottenHofstadter’s Law: Everything takes longer than you expect, even when you take into account Hofstadter’s Law.What I’ve been readingA million monkeys…ChatGPT Can’t Kill Anything Worth Preserving is amarvellous essayby John Warner on AI and writing.Machines of loving grace?AI: A Means to an End or a Means to Our End?Read Stephen Fry’s unmissable inaugural lecture to King’s College London’s Digital Futures Institute on theobsession du jour.It’s written in the cardsJillian Hess’s account on her Substack of Carl Linnaeus’sgroundbreaking note-taking practiceis illuminating.
Did AI mania rush Apple into making a rare misstep with Siri? | John Naughton
TruthLens AI Suggested Headline:
"Apple Faces Criticism for Siri's Delayed Enhancements Amid AI Developments"
The Guardian
6.8
TruthLens AI Summary
In the wake of the AI boom initiated by the launch of ChatGPT in late 2022, Apple has faced scrutiny for its seemingly cautious approach to artificial intelligence. Critics speculated whether Apple was lagging behind competitors like OpenAI, Google, and Microsoft, or if it had secretive plans to unveil its own advanced AI solutions. During the World Wide Developers’ Conference (WWDC) on June 10, 2023, Apple introduced the concept of 'Apple Intelligence', which was presented not as a single product but rather as a marketing umbrella for various features, apps, and services. This strategy aimed to clarify for users that Apple was indeed innovating in the AI space, albeit in a way deemed more sophisticated than its rivals. However, this move also allowed Apple to market the new features as exclusive to the latest iPhone 15 Pro, effectively compelling users to upgrade their devices to access these advancements.
As users began to explore the new capabilities of Apple devices, the enhancements, particularly those related to Siri, elicited mixed reactions. The upgraded Siri was promised to provide personalized assistance by utilizing user-specific data, enabling tasks like playing recommended podcasts or retrieving real-time flight information. However, many users found that Siri fell short of these expectations, leading to disappointment and frustration. Apple's subsequent announcement in March 2024 regarding the ongoing development of a more personalized Siri hinted at delays and raised questions about the company's commitment to delivering on its promises. This situation has sparked debate among experts about Apple's current trajectory under Tim Cook’s leadership, with some suggesting that the missteps with Siri mark a significant deviation from the company's historical approach of launching fully ready products. Observers noted that this could indicate deeper issues within the organization, reminiscent of a time when Apple faced substantial challenges, although it is premature to declare a crisis. Ultimately, the situation underscores the complexities and pressures Apple faces as it navigates the rapidly evolving landscape of artificial intelligence.
TruthLens AI Analysis
The article delves into Apple's response to the surge of AI technologies, particularly following the introduction of ChatGPT in late 2022. It raises questions about whether Apple's apparent hesitance to engage with the AI trend reflects a lack of innovation or a strategic plan to introduce a more refined version of AI, termed “Apple Intelligence.” While the article highlights the impressive technological advancements of the new iPhone, it also critiques the triviality of some features that the upgrade offers, suggesting a disconnect between consumer expectations and the reality of the product.
Corporate Intentions and Perceptions
There seems to be an underlying intent to critique Apple's strategy in the AI landscape. By framing Apple’s actions as a potential misstep, the article encourages readers to question the company's decisions and the quality of its offerings. This could foster a perception that Apple is lagging behind its competitors or that its innovations are not as groundbreaking as marketed.
Public Transparency and Hidden Agendas
The article may suggest that Apple is not fully transparent about its AI capabilities. By emphasizing the triviality of some features and the marketing tactics used, it hints at a potential concealment of more substantial issues within the product development process. This raises the question of whether Apple is downplaying its challenges in the face of rapid technological advancements from competitors.
Credibility and Manipulative Elements
The article presents a mixed narrative that combines personal experience with broader industry observations. This can lead to an ambiguous credibility level, as the subjective nature of the author's experience with the product may not be representative of the general consumer experience. The use of humor and sarcasm can also be seen as a manipulative tactic to elicit a specific emotional response from the audience.
Broader Context and Market Impact
In the grand scheme of the tech industry, this article reflects ongoing tensions between established companies like Apple and emerging AI-driven startups. It underscores a potential shift in consumer expectations and market dynamics, which could lead to changes in market share and investment patterns within the tech sector. The implications for stock prices of tech giants could be significant, especially as investors react to perceptions of innovation or stagnation.
Target Audience and Community Support
The article appears to resonate more with tech-savvy consumers and critics who are discerning about product quality and corporate strategies. It aims to engage an audience that values transparency and innovation, potentially drawing support from those disillusioned by Apple's current trajectory.
Geopolitical Considerations
From a global perspective, the article touches on the competitive landscape of AI development, which is increasingly becoming a focal point in international relations and economic policy. The emphasis on AI innovation reflects broader geopolitical trends where technology leaders are vying for dominance. The article's narrative suggests a nuanced view of Apple's position within the AI discourse, raising questions about its long-term strategy and consumer trust. Overall, while the piece presents valid critiques, it also risks oversimplifying the complexities involved in technology development and market competition.