It's been almost a year since Apple showed off some of the new Apple Intelligence features that were promised to arrive in 2024. We're already in 2025 and features like smarter Siri giving suggestions and Visual Intelligence like Circle to Search are still not in sight. All that emerged was a class action lawsuit filed by iPhone 16 buyers who felt they were deceived by Apple Intelligence ads that have now been deleted.
In a Bloomberg report last weekend, Apple is now said to be more cautious before announcing new features on their products. The new strategy is to only announce them a few months before they are ready to launch. With this, the deception when what is promised becomes a reality and what is desired causes a void will not happen again like the Air Power failure.
In the same report, Apple is said to have initially been less interested in offering AI features on their products because they were not sure what they would offer to customers. This is the reason why Apple was late in investing in developing their LLM and Ai models compared to Google and Meta.
But not wanting to fall behind in current technology trends, Apple is now developing Apple Intelligence which is several steps behind and does not work as promised. This forced Tim Cook to replace John Giannandrea who led the development of Apple Intelligence with Mike Rockwell in March.