Snatching victory one improvement at a time
That’s not a good place for Apple to be, but I can see how the company can turn it into something like a victory by doing as Gurman suggests — steadily shipping improved AI services as they are ready. This should make for real usability improvements for Apple’s customers and will also allow Apple the luxury of exploiting the best of these new services within wider launches; it could potentially introduce one or two of these in-development features at WWDC, along with the iPhone 17e and with new Macs, for example.
For Apple, of course, the secondary risk is that the AI it is hoping to implement across its platforms might already seem outclassed by the capabilities other AI tools have by then achieved. After all, now that we have AI developing itself, the pace of change is accelerating. Can Apple keep up? Or will the company’s strategic approach — in which it provides the world’s best platforms for personal, private AI along with support for all the world’s leading AI services — emerge as the correct one in the long run.
Right now, we can’t ask Siri about that. And while we’ll be waiting a little longer than expected until we can, it is reassuring to know that Apple is now dealing with challenges in tech it has actively got working in the labs, rather than making promises based on some fantasy wish list written on a desk in Cupertino.
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