Photo: Apple
It’s no secret that Apple is having serious problems with its rollout of Apple Intelligence.
Back when Apple Intelligence was announced at WWDC 2024, the company introduced a “more personalised Siri” feature that would have onscreen awareness and personal context understanding.
It would enable fantastic features like being able to retrieve travel itineraries from your email, or tell you when your wife was having her next hair appointment. Unsurprisingly, it was the Apple Intelligence feature that got most users excited.
Sadly, Apple confirmed earlier this year that these features would be delayed. This was later followed by news that Apple’s AI chief, John Giannandrea, would no longer be heading the company’s AI team, and would be replaced by Mike Rockwell, the man largely responsible for bringing the Vision Pro headset to market. Though the Vision Pro has its flaws, there’s no question that it’s a major feat of engineering. No one I know who has attended a Vision Pro trial left feeling unimpressed.
In an extensive report, Mark Gurman and Drake Bennett of Bloomberg detailed what happened at Apple that left its Siri efforts in this sorry state. I won’t spoil the story for those who are keen to read it in detail, but here are some highlights:
- Apple’s software chief, Craig Federighi, was initially sceptical about AI
- AI chief John Giannandrea didn’t believe in AI chatbots
- Apple Intelligence “wasn’t even an idea” before ChatGPT launched in November 2022
- John Giannandrea believes that Apple’s marketing team should shoulder some of the blame for hyping unfinished features
It’s a fascinating read, especially for Apple users who want to understand why some of the features that they are looking forward to the most are delayed.
Source: Bloomberg
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