hello. This is Technologytodaynow. At WWDC 25 on June 9, I think the expectation will be a complete reorganization of the interface of iOS 19 and improvements to the problems Apple Intelligence currently has. However, at WWDC, there will be little mention of Siri, the biggest problem with Apple Intelligence.
Apple Intelligence Why Development Is Behind
Bloomberg News reported an analysis of why Apple has fallen behind in the AI competition. The report said Apple has been a little complacent about AI development. First, Tim Cook was the most serious about AI at Apple and the most active about it.
Tim Cook’s Complaints and Causes Apple Intelligence Development Delays
Tim Cook was deeply unhappy with Siri’s lag behind Amazon’s Alexa, which accounts for the majority of the smart speaker market. However, other Apple executives said they had a different idea. With Apple updating its iOS and Mac OS every year, Apple’s executives have been passive about AI because they feel a lot of pressure to develop AI.
Nevertheless, Apple began AI development by recruiting John Giannandrea, Google’s AI general manager, in 2018 to develop AI, but until early 2023, Apple had not felt much importance to AI. As the entry was already delayed, there was not enough time to develop AI features, including Siri. Furthermore, there were hardware and budget issues. John Giannandrea asked Tim Cook to increase the budget to buy chips for AI development, which Tim Cook approved to double the budget, but Luca Maestri, its chief financial officer, cut it in half and encouraged him to use existing chips more efficiently.
Apple’s Changed Product Launch Strategy
At that time, Apple’s data center had about 50,000 GPUs more than five years old, which was significantly less than the hundreds of thousands of chips currently held by Microsoft, Google, and Meta, which are competing for AI. There was also a power struggle between Apple’s Siri director, Robbie Walker, and senior executives in the software sector, which reportedly caused confusion in AI’s development direction and resource allocation. Through these experiences, Apple will no longer use its strategy of introducing products first and then releasing them later.
The CarPlay Ultra, which was introduced at WWDC in 2022, was scheduled to be released in 2024, but it wasn’t until May 15th that it was available on Eston Martin’s new cars ordered in the U.S. and Canada. Apple Intelligence’s New Siri, as you know a lot, is expected to be updated in 2026, long after the iPhone 17 series was released. Apple has raised consumers’ expectations by releasing the product first, but its reliability has declined a lot because it has not been released normally at the scheduled time. As a result, it is said that it has now established a principle of not introducing features that have not been confirmed for release in advance.
Finalize
There is still a need for further improvement, and it is still unclear how the improved results will be able to achieve compared to the competition. For now, I think the only thing Apple can do in the near future is to draw attention through a complete change in iOS 19 and make up for Apple’s lack of intelligence in a short period of time.