Why Apple Still Can't Catch Up in AI and What It's Doing About It [Report]

A new Bloomberg report by Mark Gurman and Drake Bennett offers fresh insight into Apple's ongoing efforts—and internal struggles—with artificial intelligence. The article, "Why Apple Still Hasn't Cracked AI," reveals previously undisclosed details about the company's AI strategy, leadership dynamics, and the troubled development of features such as the revamped Siri.Apple's Apple Intelligence and Siri demos at WWDC 2024 were actually videos of early prototypes, not live demonstrations of working software. This helps explain the subsequent delays and performance issues encountered with features like the more personalized Siri. When John Giannandrea was hired from Google in 2018 to lead Apple's AI division, software chief Craig Federighi was reportedly very enthusiastic, telling staff, "This is exactly the kind of person we needed for AI." However, the path since has been difficult, with one senior member of Apple's AI team now likening the effort to a "foundering ship" that's "been sinking for a long time."The report also offers historical insights, noting Steve Jobs' personal and persistent involvement in acquiring Siri, phoning co-founder Dag Kittlaus 24 days in a row and holding weekly meetings. Even in the mid-2010s, some senior software executives at Apple were advocating for a more prominent role for AI in iOS, but Federighi was reportedly unconvinced at that time. Apple also considered acquiring Mobileye for around $4 billion, a deal that ultimately did not materialize. Interestingly, the Apple Neural Engine, a critical component for on-device AI, originated from the company's now-defunct car project.Continue ReadingSpotlight Deal:Sonos Move 2 On Sale for 25% Off [Deal]Share Article:Facebook, Twitter, LinkedIn, Reddit, EmailFollow iClarified:Facebook, Twitter, LinkedIn, Newsletter, App Store, YouTube

May 19, 2025 - 16:00

Why Apple Still Can't Catch Up in AI and What It's Doing About It [Report]

A new Bloomberg report by Mark Gurman and Drake Bennett offers fresh insight into Apple's ongoing efforts—and internal struggles—with artificial intelligence. The article, "Why Apple Still Hasn't Cracked AI," reveals previously undisclosed details about the company's AI strategy, leadership dynamics, and the troubled development of features such as the revamped Siri.

Apple's Apple Intelligence and Siri demos at WWDC 2024 were actually videos of early prototypes, not live demonstrations of working software. This helps explain the subsequent delays and performance issues encountered with features like the more personalized Siri. When John Giannandrea was hired from Google in 2018 to lead Apple's AI division, software chief Craig Federighi was reportedly very enthusiastic, telling staff, "This is exactly the kind of person we needed for AI." However, the path since has been difficult, with one senior member of Apple's AI team now likening the effort to a "foundering ship" that's "been sinking for a long time."

The report also offers historical insights, noting Steve Jobs' personal and persistent involvement in acquiring Siri, phoning co-founder Dag Kittlaus 24 days in a row and holding weekly meetings. Even in the mid-2010s, some senior software executives at Apple were advocating for a more prominent role for AI in iOS, but Federighi was reportedly unconvinced at that time. Apple also considered acquiring Mobileye for around $4 billion, a deal that ultimately did not materialize. Interestingly, the Apple Neural Engine, a critical component for on-device AI, originated from the company's now-defunct car project.

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