We are about to respond to the presentation of Apple Intelligence. Evaluation? Soft-man. In general, all deadlines have been respected and we can all benefit from this AI (provided we have a compatible, clear) device. However, Comparisons are hateful, And although in general the main ones are at the same time, there are certain things that make Apple intelligence a step late.
We can name the famous Nueva Siri, whose greatest development has been postponed until the end of this year or the principles of the next. How is something as possible? This is present in June to almost ten months later, they could not advance something. But The problem is not recent. He comes from further away. And finally, Apple started to move.
We can return to air power or the newly released ultra carplay. There are projects that remain stuck and find difficulties along the way. The problem lies in the expectations you can create and how you play with them to influence even the purchase of new devices. But, above all, with the popularity of the business. After all, Wasn't Apple the business to “get late but well”? This is precisely what they have always done, although sometimes it hurts to see it.
Executives who have not seen the AI revolution
Let's go back over time, in particular 2022. It may seem close, but that is when Chatgpt was launched. Until then, The AI had a lot unknown. A little more than something for four programmers and understanding technology. Today, even my mother is installed, with 60 years, chatgpt on her iPhone, and my grandfather fights with the Blue Whatsapp Circle.
And it is precisely this revolution that did not know how to see in Cupertino, according to known internal leaks. That there was and revolutionized our way of understanding technology. It turns out that Craig Federight I thought “would never be important”. The most surprising thing is that there were leaders in Apple who tried to warn against the potential of AI over ten years ago. The problem is that when they tried to convince Federight and other leaders, his concerns fell into the deaf ear.
The turning point? Federighiskeptical for years, had its revelation not during a meeting, but during Holidays. Chatgpt tested And he finally understood that he was wrong. The problem is that, at that time, the rivals had a year more.
From there, the story is the one you already know. Apple Intelligence appeared in the summer of 2024 and arrived in USA with iOS 18.4 in April 2025. Almost three years after Chatgpt. With a different approach, yes. Much more integrated into the system and with something that exceeds all the other AI: confidentiality.
Confidentiality or how to do things “apple”
For years, confidentiality is Apple's flag. “What's going on on your iPhone, remains on your iPhone” is not only a slogan, it is a commercial philosophy. But in the AI world, this obsession has a very high price. While Openai and Google form their models with quantities of massive internet data (including user conversations), Apple refused to follow this path. He is admirable from an ethical point of view, but has slowed his progress considerably. This is the great paradox: what makes Apple unique is exactly what delayed it in the IA career. Well, this and some internal conflicts with managers.
Dance of executive chairs
As usually occurs in major corporate crises, changes did not take long to arrive. After communicating that the new Siri was delayed until the end or early next year, there have been changes in Cupertino. The first to notice the shake was John GiannandreaGoogle Star Sign in 2018 precisely because of its experience in AI. The man who had to direct the Apple AI revolution ended up being gradually left the most relevant projects.
And although Giannandrea is officially in charge of the search for AI, the large language model (LLM) and the integration of these technologies in Apple operating systems, Its true power is much lower. According to Bloomberg, several Apple leaders are already working on a plan to further reduce their role, in an eye on their retirement and their possible replacement.
Tim Cook Y John Giannandrea
Rein? A group of seven experts led by Mike Rockwell, the brain behind the pro vision. It is interesting to see how Apple trusts Siri's resurrection precisely to the team that created its most futuristic product. Among them stand out:
- Ranjit Desai: in charge of Siri's foundations
- Olivier Gutknecht: supervise the user experience
- Stuart Bowers: data processing manager
And above all them, Craig Federight has taken greater control over the development of artificial intelligence. It seems that it has a certain responsibility for not having seen the Chatgpt revolution arriving.
Great announcements with uninformed promises
If something has historically characterized its ability to keep promises. When Steve Jobs said “will be available today”, I was. But lately, they have come across too ambitious projects:
- The new Siri with AI: announced with drums and dishes on WWDC 2024, still does not appear a year later
- Carplay Ultra: two years late since your ad in 2022
According to Mark Gurman, Apple learned the lesson. The company plans to stop announcing features well in advance and focusing on presentation only of what is almost ready to be launched. It is a change in your communication strategy. The next WWDC 2025 is probably much less spectacular than the previous ones, but also more honest and realistic.
The WWDC25 opening speech will take place on Monday June 9
What is funny is that this situation recalls the presentation of the original iPhone. When Steve Jobs showed it in 2007, the device has just operated. He followed a “Golden Road” with a meticulously repeated rehearsal so as not to block live. The difference is that the jobs had six months to finish the product before launching it. And now, in 2025, with Siri, Apple did not have enough time even ten months later. While Apple improves his own AI solution, he opted for a pragmatic approach: collaborating with third parties. The company is in conversations to integrate Google Gemini, as already with Chatgpt.
They lost a train, but they build their own road
Apple does not just try to get on the AI car, wants to build its own rail. Yes, something late has happened. But if we look back, There are many more examples of that which have had a happy ending. As users, the truth is that it costs and even despair. But in the future, the difference will be noticed (and many). They invest in the creation of an independent and privacy infrastructure. But also in real conviviality. And let's not forget, with everything that has been presented with Apple Intelligence, only one thing is missing.
In addition, The iPhone is postulated as a “link” device of all IAS available. With chatgpt side by side with Siri, Gemini in the App Store, Claude, perplexity with integration into an impressive iOS. If PlayStation is “for your players”, the iPhone will be “for you, the creators”.
On June 9, we will know iOS 19. Seeing what is seen, everything that is presented will be much more sensitive and realistic. Dream, but with feet on the ground. The surprises will also arrive, because in the Apple park, they do not stop a trip, or two, or three. Your goal is clear. And Apple Intelligence is the most obvious example. They didn't know how to see AI for a while. Late? Can. But also with insurance that Until they clearly saw that they did not start all the machines. Because something as transformative as artificial intelligence, and through so many operating systems … And above all, it affects so many millions of people at the same time … it's like thinking twice.
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