Apple has long been known for its ability to perfect ideas that others have introduced first. But with the launch of Apple Intelligence, the tech giant seems to have stumbled. While other companies like OpenAI and Google are pushing forward with AI advancements, Apple’s approach feels underwhelming and incomplete. Let’s explore four reasons why Apple’s foray into AI didn’t live up to expectations.
1. Drip supply strategy hurts the hype
Instead of releasing Apple Intelligence with a comprehensive feature set, Apple has chosen a gradual release schedule. While this strategy works for beta testing, it does little to build excitement for a mainstream release.
Apple first rolled out a barebones version in September, followed by a small update in December. However, these updates failed to provide the buzz that typically accompanies Apple’s innovations. The gradual rollout did not impress users, especially since comparable AI tools such as ChatGPT already offer robust functionality. Currently, many potential users are not bothering to update their devices because Apple Intelligence only offers something that is not yet accessible.
2. Misplaced focus on gimmicky features
Apple’s advertising strategy for Apple Intelligence was shockingly off-base. Instead of showcasing the revolutionary tool, the ad highlights Genmoji, a feature that allows users to create custom emojis.
Genmoji may appeal to some people, but it’s not the transformational tool that users have come to expect from Apple’s AI efforts. On the other hand, practical features like proofreading and rewriting text, while clearly useful, take a backseat in marketing campaigns. This failure makes Apple Intelligence look more like a toy than a serious tool, disappointing those looking for substantive innovation.
3. Siri’s persistent shortcomings
Perhaps Apple Intelligence’s biggest disappointment is its failure to address Siri’s long-standing issues. Siri has long lagged behind competitors like Alexa and Google Assistant, and the release of Apple Intelligence was the perfect opportunity to give it a much-needed overhaul. Unfortunately, Siri remains frustratingly inadequate.
Users still experience misunderstandings and insufficient functionality when performing even basic tasks. For example, if you ask Siri about a message you sent, you might get an unrelated response about the availability of Apple Cash. This is a clear indication that the assistant is struggling with context. Apple plans to revamp Siri by March 2025, but its current state isn’t very reflective of its overall Apple Intelligence efforts.
4. Competing AI solutions are already better
Apple Intelligence faces stiff competition from established AI platforms such as ChatGPT, which offers robust functionality on macOS and iOS. Users can access features like text generation, summarization, and brainstorming without having to wait for Apple’s gradual updates.
Instead of differentiating itself, Apple Intelligence appears to be chasing trends without fully delivering on its promise. This approach undermines the excitement around its release, especially for people accustomed to Apple’s reputation for innovation.
For the future
Apple’s deliberate approach to deploying Apple Intelligence could pay off in the long run if it ultimately delivers a sophisticated and breakthrough product. However, the current implementation leaves much to be desired.
For now, Apple Intelligence feels like an unfinished experiment, missing the mark in both functionality and user engagement. If Apple wants to compete in the rapidly evolving AI space, it needs to start by overhauling Siri, refocusing on delivering meaningful functionality, and abandoning its reliance on distracting gimmicks like Genmoji. There is a need.
sauce
