One of the reasons Apple Inc’s brand is so valuable is that for decades it only guarantees it can. This is thanks to a notoriously stubborn CEO of Steve Jobs, who once had talented executives and listened to investors’ ideas, but ultimately made a decision by consulting one: his own advisory group.
Tim Cook wasn’t Steve Jobs, but his gift to supply chain logistics made him the right CEO, when Apple’s biggest challenge seemed to be iterating and building iPhones to sell billions of dollars in iPhones around the world. In his own way, Cook, like Jobs, is a good man. Suddenly, however, Captain Cook seemed to be in an unknown territory. He was there because he opened up decisions to Wall Street’s whimsical ideas, which demanded what Apple does to artificial intelligence (AI). I don’t think Jobs would let himself rush, but Cook did it.
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By introducing Apple intelligence too early, Cook gave his company a deadline, unsure if it could meet, and it hasn’t. Apple’s commitment to customers was violated, and the TV point’s large-sized feature was still far from complete, leaving customers to purchase a smartphone that costs $1,000, but not as advertised (with small prints).
The original “Apple Smart” feature was disappointing. First, news organizations complained about the misunderstanding, and Apple adjusted it. Now, its problem is even deeper: when a non-mesh friend sends you a message, how do you “close these popups because it keeps getting my messages wrong” and you know Apple has fooled it.
Cook is taking action to stop the crisis, which will put his leaders in doubt. His biggest step so far is to shuffle the executives responsible for the job. The person responsible for leading the headsets for vision professionals, which, although not entirely popular, is widely considered an impressive feat unlike chat broker Siri.
Even so, Apple’s enhanced Siri won’t be on the iPhone until 2026, the first to deny the “super loop” of iPhone sales on Wall Street, which is said to be due to the vague idea that consumers will shout for upgrades.
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Some of the more likely to arrive in 2027 are more likely to arrive. If competitors like Amazon.com’s new Alexa are released on time and performed as advertised, the tentative expiration date seems to be getting further and further away. Alexa+ and its integrated and clean interface are the AI apps Apple should build now. Unfortunately, this is not the case – now companies must do everything they can to ensure consumers can use these other services.
That’s the way forward, here’s the roots of returning to iPhones, where external developers create breakthrough applications. To get rid of this AI hole and keep the iPhone at the forefront of digital technology, the company needs to borrow the famous battle cry from former Microsoft chief Steve Ballmer: “Developer! Developer! Developer!”
This is what Apple has always been good at. As Apple Watcher Jon Gruber highlighted in a recent blog post, Mac Computer Line became the industry choice for creatives because it is the best platform to use Adobe products. Similarly, the iPhone became the world-changing device, because of devices like Uber, Spotify, and Google Maps.
Apple’s main role is (and has always been) building hardware and operating systems that can support such innovative ideas. But in recent years, the company’s desire to control more control (such as the privacy name it already explicitly states) has become complicated, while also using its own services business as another valuable source of revenue. Now, this means that AI on iPhone is only as good as Apple can do at the moment.
As developer Gus Mueller recently wrote: “I want to go at the pace of the industry, not Apple.”
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When Apple thought it could build its own AI and shut everyone out, there might have been a window, but it’s now closed. Apple urgently needs to find a way to turn on its devices so that others can build better devices correctly.
I believe it can do this by having enough guard rails around privacy, thus creating the same watchdog arrangement to ensure its app store is risk-free to consumers. I’m sure it can find ways to make money because despite the uproar, the iPhone is still the most capable mobile device running AI, and its huge user base is locked in. However, the failure to adapt to the AI moment, however, the consequences of Nokia-sized can be a mistake. ©Bloomberg
