The human factor
Apple’s top brass seem to recognize what’s going on. Speaking at WWDC in June 2026, Apple’s SVP Software Engineering, Craig Federighi, said of the fast pace of AI development, “Some appear to be racing forward, seemingly pursuing AI for the sake of AI, without clear regard for the people — all of us — that it’s ultimately meant to serve.”
He didn’t stop there. He called AI an incredibly powerful technology. “At Apple, our mission has always been to turn the potential of advanced technology into helpful and intuitive products for everyone,” he said.
Critics cat-call Craig’s comment as being little more than smoke to screen the company’s AI mishap, but what if it’s not? What if what actually happened is that Apple was working on a slow, steady, responsible deployment of the tech, only to be overtaken by others who, lacking the market power, were able to take big risks?
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