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With the latest Apple Intelligence / Siri delays, I’ve been thinking about my October interview with Apple’s Craig Federighi. As he put it, it’s a “many-year—even decades-long” effort to enhance Apple Intelligence and improve Siri. The problem for Apple, as my second question gets at, they’ve been marketing it NOW.

Joanna Stern

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657,390 views • 1 year ago •via X (Twitter)

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11 Comments

Joanna Stern1 year ago

YouTube video here: Full interview here:

CASETiFY1 year ago

Make your #AppleWatch more you with our range of prints and protection levels to choose from. Get yours today! #CASETiFY

Bilawal Sidhu1 year ago

Alas the thing they put out is ironically “sort of a mess” - I do hope they get it right, but the Apple intelligence launch has been botched and if they don’t quickly recover, it will probably be in the same class as the Apple Maps fumble

Charlie Greenman1 year ago

My rule of thumb: Never trust a man in tech with too good of a hairdo

Brian Fagioli1 year ago

@SnoopDogg and @PatrickMahomes told me the iPhone 16 Pro Max was literally built for Apple intelligence. No mentions of years or decades in the ads. I don’t have a lot of money. This was a huge purchase for me. Gut punch.

Phillip Shoemaker1 year ago

Agreed. I was very bullish about Apple Intelligence (AI) and the new devices, and was pitching it hard as the next big thing. And look where we are now, looking foolish. Remember when Apple launched Apple Maps and it failed (although not as big of a fail as AI), and Scott lost his job? When is Craig going to get the boot?

Shawn1 year ago

They are making excuses. They have been behind the curve with Siri now AI while other companies have at least made progress

Jason C.1 year ago

I agree that Apple Intelligence will continually undergo upgrades and improvements. However, the mistakes and delays are placing the company further behind in the AI sector. While the competition continues to advance, Apple is merely trying to catch up.

SM1 year ago

Yeah. Deeper issue is that Apple Intellgirncd , while it is a suite of features, needs its core part (Siri) to improve. The rest of the features are cool but the value proposition is to have a assistant that knows you

MarioFakerREAL 🥸1 year ago

They probably have a version right now that “mostly” works, but they want to avoid a repeat of the Apple Maps disaster.

nikhil tayal1 year ago

Craig needs to follow and learn from Tesla/ Elon’s FSD decade long marketing masterclass 😂

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