Since the launch of ChatGPT in late 2022, the tech industry has been buzzing with excitement akin to the historical tulip mania. During this frenzy, many observers questioned why the tech giant Apple maintained a distance from the AI hype. Speculations arose, suggesting two primary interpretations: either Apple was lagging behind competitors like OpenAI, Google, Microsoft, and Meta, or it had well-conceived plans to introduce its unique approach to AI.
Apple eventually addressed these speculations during its annual World Wide Developers’ Conference (WWDC) on June 10, 2023. The company revealed that its interpretation of AI would not conform to the standards set by the aforementioned tech companies but would instead focus on a more sophisticated concept known as Apple Intelligence. According to veteran Apple analyst John Gruber, this term encapsulates “a marketing term for a collection of features, apps, and services” rather than a single product.
By branding these innovations under a memorable label, Apple aimed to convey that it was launching something genuinely novel. This strategy also cleverly implied that users seeking access to these advanced features would need to purchase the iPhone 15 Pro, as older devices would not be compatible. It’s worth noting that many, including this columnist, were persuaded to upgrade, highlighting the effectiveness of Apple’s marketing tactics.
Upon acquiring the new phone, the performance was impressive, boasting powerful processor chips and a remarkable camera. However, the Apple Intelligence features enabled by the upgrade left much to be desired. Many users found these features trivial or even irritating. For instance, the new system started categorizing photos in ways that felt intrusive and unnecessary. Additionally, a pre-installed app named Image Playground was criticized for being overly simplistic, seemingly catering more to young children than to adults.
Among the new features, one stood out as potentially useful: an enhanced version of Siri, Apple’s virtual personal assistant. Apple promised that the updated Siri would deliver personalized intelligence tailored to user context. Users could ask Siri to perform specific tasks, such as playing a recommended podcast or finding real-time flight details for a loved one. However, upon testing, users found that Siri fell short of these expectations, appearing as underwhelming as ever.
On March 7, Apple announced that it was working on a more personalized Siri, emphasizing that it would take longer than anticipated to deliver these enhancements. Gruber responded critically, suggesting that what Apple presented at WWDC was merely a concept video rather than a functional demonstration. He expressed concerns that this approach indicated a troubling trend within Apple, reminiscent of past struggles when the company faced bankruptcy.
While it might seem that Gruber is overreacting, this situation reveals a significant oversight in Apple’s strategy under CEO Tim Cook. The company, once known for its discipline in product announcements, appears to have misjudged the timeline needed to implement the promised Siri features. If Apple had adhered to the principles established by Steve Jobs, the enhancements would likely have been launched no earlier than June 2025. Clearly, Apple has underestimated the time required to deliver on its ambitious claims, a miscalculation that echoes Hofstadter’s Law: Everything takes longer than you expect, even when you account for its own complexities.
For those interested in the intersection of AI and creativity, I recommend the insightful essay titled A Million Monkeys… ChatGPT Can’t Kill Anything Worth Preserving by John Warner. Additionally, Stephen Fry's engaging inaugural lecture at King’s College London’s Digital Futures Institute offers a compelling exploration of contemporary obsessions with AI.
