Big Take Did Apple Sleep Through the AI Revolution?
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May 18, 2025 Mark Gurman, a seasoned tech journalist at Bloomberg, discusses Apple’s AI transformation efforts. He reveals the disparity between Apple’s ambitious advertising for its iPhone 16’s AI capabilities and the reality of its product offerings. Gurman emphasizes the pressure Apple faces in the rapidly evolving AI landscape and explores their strategic choices in adopting critical AI technologies. He highlights the urgency for innovation to maintain a competitive edge in an industry dominated by quicker-movers.
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Failed AI Promises in iPhone 16 Ads
- Apple advertised new AI features for iPhone 16 in TV ads, including personalized Siri assistance.
- The promised features never launched, leading to a disconnect between Apple marketing and engineering.
Apple Missed the AI Breakthrough
- Apple was late to the generative AI wave and did not create a defining AI product like it did with iPhone or iPad.
- This marks a significant change as Apple has usually dominated categories even when it was not first.
Apple's AI Strengths and Weaknesses
- Apple integrates AI in biometric unlocking and traffic alerts but struggles with generative AI features like Apple Intelligence.
- Many AI features were delayed or failed, falling far short of the company's own publicized vision and rivals' offerings.