Apple Will Reportedly Be More Cautious About Announcing New Features Well in Advance

[MacRumors]

Apple plans to mostly stop announcing new features more than a few months before they are ready to launch, according to Bloomberg's Mark Gurman and Drake Bennett. The pair of reporters revealed this noteworthy tidbit towards the bottom of a lengthy report about Apple's artificial intelligence shortcomings today.

This alleged change in strategy comes after Apple was forced to delay its more personalized version of Siri, which will be powered by Apple Intelligence. Apple first previewed the promised Siri upgrades during its WWDC 2024 keynote, and at the time it said the features would be available within the following year.

Apple also missed its promised 2024 timeframe for launching next-generation CarPlay, which it first announced all the way back at WWDC 2022. The company finally announced the launch of CarPlay Ultra last week, with the software system rolling out in high-end Aston Martin vehicles in the U.S. and Canada this month.

Article Link: Apple Will Reportedly Be More Cautious About Announcing New Features Well in Advance

 

[sniffies]

Not sure who at Apple thought it was a smart idea.

But producing ads for unreleased features is an even dumber idea.

 

[iObama]

u don't say lol

 

[jz0309]

good. Now go Apple and cut down on the Gurman "leaks" next.

 

[Aleco]

You would think they learned their lesson after AirPower...

 

[It’s always something]

Under promise, over deliver. It is the way, no matter what marketing thinks.

 

[cjsuk]

As it always was until the tech press hammered it for not having AI this and AI that and because the dumbass end of the market is used to trading false promises and are operating meme stocks (thanks Tesla / Nvidia / Microsoft, perpetual deliverers of marketing and bad products).

If anyone remembers the ARM desktop transition rollout, that's how you do it. Some quiet rumours, then day one announcements and developer transition kit available and it worked.

I got an M1 mini on day one and it worked. Compare to Microsoft's snapdragon X rollout. The mock ups and the product were completely different, it was 2 years late, it underperformed and was pulled off the market almost instantly. Where's the ass kicking for them over that?

 

[Mrkevinfinnerty]

New company directive:

Don't announce products that don't exist and that we don't know how to build ✅

 

[Cameront9]

Should make WWDC interesting.

 

[Wobbly Chairs]

Good. I’ve never seen the point in announcing features which are clearly still in development at WWDC, only for them to materialise late or, in a very few cases, not at all.
Quality can be defined as the difference between what you expect and what you get. And Apple has, in messaging terms, been setting itself up to fail unjustifiably.

 

[DocMultimedia]

Announce when products exist. Simple.

 

[Ctrlos]

From what I’ve read and heard recently, the iOS19 visual refresh was actually meant for last year with AI to follow this year.

Shareholder and media pressure meant they switched the years around so Apple didn’t look behind the cutting edge.

This is why none of the features were ready at launch and why the Sports and Photos app refreshes look so different. It also explains the current glitches, with them having to patch in newer apps to the older OS code.

 

[stevet]

Lol, no kidding?!?

 

[Fuzzball84]

From what I’ve read and heard recently, the iOS19 visual refresh was actually meant for last year with AI to follow this year.

Shareholder and media pressure meant they switched the years around so Apple didn’t look behind the cutting edge.

This is why none of the features were ready at launch and why the Sports and Photos app refreshes look so different. It also explains the current glitches, with them having to patch in newer apps to the older OS code.

I’m not really looking forward to a visual refresh. The added bling is a distraction and fashion trends that add a lot into a UI always age badly, always.

Simple clean graphics never age bad. You can see this as you look back through the various operating systems on Apple, Windows and Linux. If you factor in that the resolution in the past was a fraction of what it is now, most of the simple clean graphical interfaces are actually timeless.

 

[teknikal90]

Remember it took Apple like 6 years between releasing the iPod and introducing the iPhone. Nowadays though we want a revolutionary product every year. It’s not sustainable, simply because there aren’t that many excellent people out there.
I feel like they spent all of their capital developing the Vision Pro and when that failed to take hold they had to quickly pivot to AI, and by then they were so behind on the uptake.

 

[Ctrlos]

I’m not really looking forward to a visual refresh. The added bling is a distraction and fashion trends that add a lot into a UI always age badly, always.

Simple clean graphics never age bad. You can see this as you look back through the various operating systems on Apple, Windows and Linux. If you factor in that the resolution in the past was a fraction of what it is now, most of the simple clean graphical interfaces are actually timeless.

A visual refresh doesn’t hurt though. People with older phones often feel like they’re getting a whole new one.

If Apple were brave enough they’d not just stop there and actually rebuild the whole thing from the ground up to take into account larger displays.

 

[GuyDouche]

Too late to backtrack now. Their reputation had already been damaged. People are beginning to see the going on’s in this world. Apple should throw out Tim Crook and appoint a leader who innovates for its users and the people of this world, not to shareholders

 

[Paddle1]

Apple plans to mostly stop announcing new features more than a few months before they are ready to launch...

Their problem seems to be determining how soon they will actually be ready to launch.

 

[I7guy]

Well this is a good thing. Go back to absolute secrecy.

 

[flybass]

Under promise, over deliver. It is the way, no matter what marketing thinks.

I think the problem is that they are already under delivering with the promised features…

 

[chrono1081]

As a software developer...yes ****ing please! Management everywhere needs to listen to the engineering teams for deadlines, not MBA's and Project Managers, they don't know anything about creating software.

 

[SilmarilFinder]

After getting battered from all sides, even by die-hard Apple fans with a shrine to a glowing Apple logo in their living room, this is actually the right decision.

That said, Apple lost its way ages ago. Not sure this move will solve the deeper issues, like leadership fuelled more by hubris than sense.

 

[Boeingfan]

Very good. Only promise what you already have in the warehouse, and tighten up the leaks so that Gurman et al don’t continue to sabotage announcements.

 

[Dark_Omen]

Too late to backtrack now. Their reputation had already been damaged. People are beginning to see the going on’s in this world. Apple should throw out Tim Crook and appoint a leader who innovates for its users and the people of this world, not to shareholders

Agreed. Tim Cook is useless at this point. Way more negative than positives with Apple these days.

 

[TechWhisperer]

Remember AirPower? Lmao!