In recent months, Apple has intensified its discourse on artificial intelligence, promising revolutionary functions integrated into iOS and its devices, especially with the launch of the iPhone 16. However, Those promises have not materialized as expected.
While rivals such as Google, Microsoft and Openai advance with a firm step in the generative AI, the Cupertino company seems to be trapped between its traditional perfectionism and a lack of clear leadership in this field. The journalist of BloombergMark Gurman, has focused on this situation and He has not hesitated to affirm that he has lost the career of AI.
Through his intervention in the podcast Big TakeGurman emphasizes that Apple’s strategy with artificial intelligence has been at least erratic. A great marketing campaign promised a smarter Siri, but those functionalities have barely arrived, and the few that have been implemented have failures or have quickly retired after serious errors.
The generative AI: Achilles’ Great Apple Achilles
One of the most popular cases was an announcement starring Bella Ramsey, protagonist of The Last of Usin which Siri was able to remember a person with whom you had stayed months ago. That functionality, key in the promotion of iPhone 16, was never really available.
The announcement was withdrawn, but left behind a series of collective demands for deceptive advertising. According to Gurman, this gap between what was promised and what is delivered is «something never happened in Apple’s modern history»
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Although the Cupertino company has integrated discrete functionalities of AI for years, such as Face ID, the recognition of use patterns or suggestions in its apps, has never shone in this field. And this is precisely the field that has taken prominence since the arrival of Chatgpt.
While companies like OpenAi, Anthropic or Google have opted strong for generative models Able to write texts, schedule or maintain consistent conversations, Apple has preferred caution. Part of the problem, according to the journalist, is that the company is not designed to move in uncertainty environments such as those imposed by the generative AI.
Tim Cook’s company prefers reliable, controlled and closed systems, while AI is chaotic, prone to errors or «hallucinations.»
In addition, unlike its competitors, Apple does not have a template of experts in the same size nor with an infrastructure dedicated exclusively to advanced models. For example, it is known that many of Apple Intelligence tools are still under development or depend on the use of external models such as Chatgpt.
The arrival of John Giannandrea, a former director of Google, seemed to promise an internal revolution, centralizing the scattered teams and developing a truly advanced Siri. «Since his arrival in Apple, we have not seen many changes«, indicates. The improvements are still superficial, and many of the functionalities promised by AI have been delayed or canceled.
One of the few functions that has come is the creation of genumjis, personalized emojis generated by AI, which has been well received. There are also text summary tools or writing improvement, but they are still far from the level of integration and power of products such as Gemini or Copilot.
According to Gurman, A good part of Apple’s talent and resources was diluted in projects such as the autonomous carwhich finally did not launch despite the billions invested. This caused the company to waste time while its rivals developed technologies that now dominate the market.
«We have already seen that Apple’s AI was not up to produce the autonomous car, but they will be sentenced to failure in the next hardware phase if they do not get the AI to work,» he explains. In addition, the journalist believes that the company «needs to be faster» and return to that philosophy of acting quickly and breaking things.
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