Or are these challenges very Siri/iOS specific?
Apple's challenge is they want to maintain privacy, which means doing everything on-device.
Which is currently slower than the servers that others can bring to the table - because they already grab every piece of data you have.
Apple is not trying to do everything on-device, though it prefers this as much as possible. This is why it built Private Cloud Compute (PCC) and as I understand it, it’s within a PCC environment that Google’s Gemini (for Apple’s users) will be hosted as well.
But it’s been a complex undertaking. The revamped Siri is built on an entirely new architecture dubbed Linwood. Its software will rely on the company’s large language model platform — known as Apple Foundations Models — which is now incorporating technology from Alphabet Inc.’s Google Gemini team.
Basically they bet that compute efficient LLMs were the future. That bet was wrong and the opposite came true.
What does surprise me is that Google Home is still so bad. They rolled out the new Gemini-based version, but if anything it's even worse than the old one. Same capabilities but more long-winded talking about them. It is still unable to answer basic questions like "what timer did you just cancel".
Apple got into the smartphone game at the right time with a lot of new ideas. But whatever the next big shift in technology is, they will be left behind. I don’t know if that is AI, but it’s clear that in AI they are already far behind other companies.
Instead they choose to optimize for shareholder value.
My prediction is that Apple is the hardware and platform provider (like it’s always been). We’re not asking them to come up with a better social media, or a better Notion or a better Netflix.
I think their proprietary chips and GPUs are being undervalued.
My feeling is that they’re letting everyone move fast and break things while trailing behind and making safe bets.
That said, I don't really use this functionality all that often, because it didn't really (effortlessly) solve a big need for me. Apple sitting out LLMs means they didn't build this competency along the way, even when the technology is now proven.
I think the same thing is true was VR - except Apple did invest heavily in it and bring a product to market. Maybe we won't see anything big for a while, and Silicon Valley becomes the next Detroit.
Wait, how does that work? I've never heard of this outside of closed ecosystems (iPhone is obviously the best at this, but I guess also google crap if you're invested into gmail/gcal/etc)
Sure, there were things like AirPower and the MobileMe widgets… things that were announced, but never shipped. However, by and large, a big new thing was announced, and a week later it would ship. The iPhone was only announced 6 months early to avoid it being leaked by compliance filing (or maybe it was patents).
Cook would be wise to go back to this instead of promising the shareholders things he can’t deliver on.
I think slow playing AI is the right move for Apple. Third party apps give their customers access today, and Apple can take the time to figure out how AI fits into a large cohesive vision for their products and ecosystem… or if it fits at all. Rushing something out doesn’t do anyone any favors, and has never been Apple’s competitive advantage.
Is there evidence of this? I think the phone and watch were announced early because Apples vertical integration strategy and quality standards require them to reveal the existence to the rest of the company so they can get everything else working well with the new product category on release. It wouldn't be possible to keep it secret after revealing it internally so they did a simultaneous internal/external reveal to control the message, to maximize impact, to deny rumor sites, etc...
> We’re going to be shipping these in June. We’re announcing it today because with products like this we’ve got to go ahead and get FCC approval which takes a few months, and we thought it would be better if we introduced this rather than ask the FCC to introduce it for us. So here we are.
Apple doesn't need to solve AI. It's not core to their business in the same way that search engines aren't core to their business.
What Apple does best lies at the combination of hardware, software, physical materials, and human-computer interface design. This is why they're spending so much more on mixed reality than AI, even knowing that a product like the Vision Pro today isn't going to be a big seller. It's why they're investing in their own silicon. This strategy tends to yield unexpected wins, like the Mac Mini suddenly becoming one of the hottest computers in the world because it turns out it's amazing for sandboxing agents if you don't want to use the cloud, or the Mac Studio becoming arguably the best way to run local AI models (a nascent space that is on the cusp of becoming genuinely relevant), or the MacBook Pro becoming by far the best laptop in the world for productivity in the AI age (and it's not even close).
Your conclusion is that they're going to be left behind, but the evidence is that they're already well ahead in the areas that are core to their business. They can trivially pay Google a billion a year for Gemini. Nobody else can do what they can in the fusion of hardware, software, and materials as long as they stay focused.
Where they genuinely slipped up was their marketing -- an unusual mistake for Apple. And that does indeed lie with the CEO.
But they can’t vertically integrate the feature, not with acceptable levels of reliability and security.
That’s the key issue here, an apple AI would be something that can read and interact with your mail, pictures, contacts, location, and so on, but right now giving such access to an LLM would be a ticking timebomb. And those kind of integrated products are probably coming to competitors, even if their security plan is just YOLO.
The broader point I'm making is that Apple likely couldn't do all the other things they're excelling at right now and compete head-on with Google / OpenAI / Anthropic on frontier AI. Strategically, I think they have more wiggle room on the latter for now than many give them credit for so long as they continue innovating in their core space, and I think those core innovations are yielding synergies with AI that they would've lost out on if they'd pivoted years ago to just training frontier LLMs. There's a very real risk that if they'd poured resources into LLMs too early, they would've ended up liquidating their reserves in a race-to-the-bottom on AI against competitors who specialize in it, while losing their advantages in fundamental devices and compute form factors over time.
The corporate strategies are not directly comparable. The entire Android project is essentially a loss leader to feed data back into Google’s centralized platform, which makes money on ads and services. Whereas Apple makes money directly from the device sales, supported by decentralized services.
Apple never produced a differentiated experience in search or social, two of the largest tech industries by revenue. Yet Apple grew dramatically during that time. Siri might never be any better than Google’s own assistant, and it might never matter.
Google just launched the Pixel 10 with several promised AI features broken, and could really stand to learn the same lesson.
https://www.androidauthority.com/google-pixel-10-magic-cue-o...
https://arstechnica.com/google/2025/09/google-pulls-daily-hu...
I think it's exactly the opposite, actually. They've integrated AI flawlessly into existing products to an extent nobody else has even come close to. Photos, for instance, makes better use of AI than any other photo management app in existence. If anything, ChatGPT/Microsoft/Google/etc are absolutely crippled because they don't have access to the data people actually use on a day to day basis—instead, it's scattered across a million browser apps and private silos.
And, you don't have to use an asinine chatbot integration looking like a fool to use it.
Perhaps Google comes the closest to being able to capitalize on this, but I can't say I can remember using any AI integration they have, and I stopped giving them my data over a decade ago.
Have you used a Samsung? Apple's AI miserably fails in every comparison out there in the photos app.
There's also Google Photos with Gemini which helps you find any photo you want with AI better than anyone else.
But sure, Apple has the best AI integration
Apple has already been left behind by many tech shifts: web, search, social, crypto, metaverse, etc. At various times popular opinion had them left behind by netbooks, by tablets, by smart phones, by Windows, by web browsers… until they weren’t.
Apple does not have to lead all categories of tech to be a very successful company.
It'll be 15 years this October and I can't still use siri with my language.
While driving past a restaurant, I wanted to know if they were open for lunch and if they had gluten-free items on their menu.
I asked the "new" Siri to check this for me while driving, so I gave it a shot.
"I did some web searches for you but I can't read it out to you while driving."
Then what on earth is its purpose if not that!? THAT! That is what it's for! It's meant to be a voice assistant, not a laptop with a web browser!
I checked while stopped, and it literally just googled "restaurant gluten free menu" and... that's it. Nothing specific about my location. That's nuts.
Think about what data and access the phone has:
1. It knows I'm driving -- it is literally plugged into the car's Apple CarPlay port.
2. It knows where I am because it is doing the navigating.
3. It can look at the map and see the restaurant and access its metadata such as its online menu.
4. Any modern LLM can read the text of the web page and summarize it given a prompt like "does this have GF items?"
5. Text-to-voice has been a thing for a decade now.
How hard can this be? Siri seems to have 10x more developer effort sunk into refusing to do the things it can already do instead of... I don't know... just doing the thing.
But I wonder how much of the problem is due to trying to minimise data processing off-device. Even with Open AI as a last resort, I don't imagine you get much value choosing betwixt the local model or a private cloud that doesn't save context.
Meanwhile the average user is yeeting their PII into Altman's maw without much thought so Siri is always going to seem rubbish by comparison.
jammcq•8h ago