Back in June, Apple boasted a myriad of exciting new features, and an air of anticipation wafted through the halls of tech enthusiasts. Yet here we are, months down the line, and the stark reality is dawning upon many — those long-promised enhancements remain just that, mere promises. At this juncture, one begins to wonder, will they ever see the light of day?
Now, if you’re a casual user, such matters may barely scratch the surface of your concerns. However, for those who closely scrutinize Apple’s every move, there’s an unsettling feeling permeating the tech community. Is it possible that Apple, a company renowned for its precision and innovation, made an uncharacteristic misstep last year by unveiling features that are proving elusive to deliver?
What does this mean for the tech behemoth? Concerns are bubbling to the surface regarding the overall health of Apple as a company. When they displayed those tantalizing previews, they were envisioning a phone smart enough to mine your email for tidbits like your mom’s flight details. Yet, none of these headline-grabbing features are visible in today’s market. John Gruber, a respected voice in the tech community, has minced no words on this: Apple, he argues, might have been peddling “vaporware,” a notion often reserved for the greatest transgressions in product development.
Even more unsettling is the revelation that Apple’s claim wasn’t restricted to tech savvy audiences at developer conferences. Through bold advertising efforts, the company assured everyday users of these forthcoming capabilities, only to now backpedal on these promises.
Such circumstances paint a worrisome picture, as Gruber ominously points to a deeper existential malaise within Apple’s ranks. He suggests this predicament is ultimately a hurdle for Apple’s CEO, Tim Cook. If Cook remains unable to steer the ship back on course, Gruber fears, “then, I fear, that’s all she wrote. The ride is over.”
“When mediocrity, excuses, and bullshit take root, they take over,” Gruber warns. This toxic blend is the antithesis of Apple’s culture of excellence, accountability, and integrity — a culture that cannot sustain the weight of compromise.
Gruber is not alone in his apprehensions. Ben Thompson, a perceptive industry analyst, recently weighed in on the delays. Thompson suspects that Apple bit off more than it could chew, raising a question: Did Apple overestimate its capabilities?
The doubts and critiques aren’t novel, however. Back in November, the revered tech reviewer, Marques Brownlee, voiced his skepticism over the limited AI advancements Apple had rolled out thus far. “Apple’s made this promise that this huge thing is coming,” he mused, “I think that promise is starting to fade.”
As of now, I’ve reached out to Apple for comments. The question remains, does any of this tremor within the tech realm matter in the wider world? Apple’s stock has plummeted by 10% this week, a stark contrast to the broader Nasdaq’s decline of only half. Other factors contribute to this financial downturn, such as the looming threat of a trade war that could escalate costs in Apple’s predominantly China-dependent supply chain.
Recollect, if you will, Google’s tumultuous journey last year with its AI slip-ups — the infamous “woke” results from its Gemini chatbot that sent waves of embarrassment. Yet, through persistence, Google emerged at a point where AI-generated answers are now regular occurrences, even when unrequested.
One potential path for Apple might involve sidestepping this AI conundrum altogether, allowing companies who have invested vast resources to lead the charge while Apple refocuses on what it excels at: crafting premium hardware at scale.
In an electronic correspondence, Gruber confessed, “Apple doesn’t need to have its own industry-leading AI s—t. Not right now at least. That’d be great if they did, but it’s fine if they don’t. What Apple has are the best platforms to use AI from anyone.” Indeed, Apple’s iPhones remain the choice device for interacting with a slew of AI technologies, from ChatGPT to Google’s Gemini.
Gruber further argues, “Having an interface for the folks that want to spend billions on huge language models, allows Apple to leverage their position as the trusted device in people’s lives, orchestrating a symphony to their tune.” In a sense, Apple’s strength might lie not in trying to lead the AI charge, but in providing the optimal landscape for such technologies to thrive.
Will Apple pivot to this supportive AI role, instead of competing against others? Historically, such a change of course wouldn’t align with Apple’s DNA — they’re not one to leave grand promises unfulfilled. Yet, enduring the wrath of their very supporters is equally rare.
In the ever-volatile world of technology, perhaps one can take comfort in the words of Albert Einstein, “In the middle of difficulty lies opportunity.” May Apple find their opportunity amid these challenges they face.
