With Apple expected to announce the iOS 19 iPhone software update at its WWDC event in June, all eyes will be on what the company has to offer. But the changes that iOS 19 brings are unlikely to include a big focus on Siri, a new report has warned.
That’s according to a lengthy report by Bloomberg‘s Mark Gurman, which details Apple’s AI stance and how it found itself playing catch-up.
Gurman says that Apple is “unlikely” to focus on Siri at WWDC, with one exec in particular taking the blame for Siri’s current state.
Gurman believes that Apple’s Craig Federighi was reluctant to invest resources in AI, suggesting that he didn’t believe that it was a key or core aspect of the experience that users expect. However, it appears that the software chief might not have been the only one who didn’t want Apple to focus on AI capabilities.
Other leaders shared Federighi’s reservations. “In the world of AI, you really don’t know what the product is until you’ve done the investment,” another longtime executive says. “That’s not how Apple is wired. Apple sits down to build a product knowing what the endgame is.”
Other execs are thought to have argued against this stance, but ultimately they were unable to change Apple’s course. As a result, Siri and Apple Intelligence are now so far behind the competition that Apple has started to roll it into the iPhone. Siri now hooks into ChatGPT and will add support for similar chatbots in the future.
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