Sidebar Sidebar
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.

Craig Federighi Explains Phased Release of Apple Intelligence Features

The AI rollout has been pretty bad but seeing how behind they are in this field, I can see why they can’t afford to ship an Apple branded AI that’s a buggy mess. However, what’s far worse is how this impacts the iPhone 16…

These were supposed to be the first AI designed iPhones and we still have no word on 16 exclusives like visual intelligence. No matter how cautious they want to be with AI, they should have had some features ready to ship with the 16. I haven’t seen such a fragmentation since leaving Android years ago.
 
I'm sure I'm not alone in telling Apple that many of us will never permission and use ClosedAI, and that we feel choosing ChatGPT over other relatively more ethical options is one of the biggest brand and business blunders since firing Steve Jobs. We need ethical responsible AI not based on closed source models, hyper-copyright-violations, and hyper-non-consensual enclosure of digital commons.

What is the strategic on-brand UVP of Apple AI? I don't know, but it's certainly not ClosedAI, and all they represent which as a company seems like the opposite of Apple.
 
Last edited:
  • Like
Reactions: Mr Todhunter
nycgeo said:
I think of it as satisfying the promise they made in their advertising to iPhone 16 buyers. They are literally out there running ads everywhere featuring the new Siri animation and cleanup tools along with visual intelligence to sell the phones, and the technology is simply not on the phones at all.

That’s crazy seeing as it’s the literal focus of the advertising. It’s at best dumb and at worst fraud. For a $3T company it’s also pathetic.

That’s 3000+ Billion dollars. There’s absolutely no excuse.
Click to expand...
That is called false advertising.....
 
  • Like
Reactions: nycgeo and Fluffyk
What is great about Joanna Stern is that while she clearly has favored access to Apple and its executives, she doesn't hold back from asking tough questions that we would want to ask them in a frank conversation. Not to get on a soapbox, but she is a great example of what separates the YouTubers from fact-based journalism. Apple has the power and ability to lock out journalists who they don't like. I would assume that Mark Gurman is not a favorite journalist of theirs but they probably do communicate with him, given that his stories are read by influential people in the business world. They know his audience matters, so they probably do play ball with him to some extent, though they probably are not the source of his many scoops.

Back to Joanna, her videos are refreshing and often reveal honest answers from people like Craig.

Now to Craig: Wow, he would be a breath of fresh air if he became the CEO after Tim Cook. He's the right leader to steer Apple for the next 10-15 years. (Tim is way too disciplined in his responses to the point where he comes across as a robot. He gives the same canned answers no matter the interviewer or the occasion. Craig doesn't seem that way.)
 
By the time all of those features are available, will consumers even care?

Yes Apple Intelligence isn't available right now. But right now, on the iPhone 16 Pro, the Action Button is available, and so is the ability to set a charge limit to less than 100%. My wife just upgraded to a 16 Pro from an older iPhone 11, and while these features are available to her now, she doesn't know nor care about them. Many of the features are not immediately obvious to new users, and I have a feeling when Apple Intelligence arrives, it will be the same thing.

In order to get consumers to care, especially non-technical ones that don't read Blogs and so forth, Apple needs to make Apple Intelligence be more in your face, more visible, more capable, more awesome, immediately. Otherwise, people will just get on with their lives and continue doing what they've been doing up until this point: not caring about Apple Intelligence.
 
falkon-engine said:
not caring about Apple Intelligence.
Click to expand...

I think that's where it's all headed anyways

By the end of all this, Apple will have scaled this back to basically a new Siri with some good ML assisted user enhancments. They'll still be calling it "AI" because .. "number must go up on Wall Street", of course, even if they'll be very little "intelligence" going on
 
  • Like
  • Disagree
Reactions: Tim Apple’s Glasses, UliBaer and CloneBB
haemolysis said:
I think we’ve all heard that “do it right rather than do it fast” spiel before… but is he really out here trying to tell us they need more time to perfect……. custom emojis? Be real.
Click to expand...

From reading the story, he's not saying that at all.

You may not be aware (or read) that emojis are not the only AI-related features Apple is working on.
 
  • Like
Reactions: Tagbert and CloneBB
Jay Tee said:
Better to skip the iPhone 16 family altogether and wait until Apple sorts things out. By the next version, they’ll have a better sense of the hardware required and enough time to fix the bugs. It's all still in Beta now.
Click to expand...
Or be a part of the AUP and get the latest phone every year. Works for me.
 
I suspect that in the future, programming software will only become more complex and time-consuming for Apple. The much-discussed ecosystem is one of the greatest strengths for users, but probably one of the biggest hurdles for developers, especially for Apple's own developers, who are supposed to incorporate almost the entire ecosystem wherever possible. I can't even begin to comprehend how extensive the integration of services (cloud services, payment functions, Siri, Handoff & Continuity etc.), security and data protection as well as cross-platform compatibility with simultaneous energy efficiency and efficient resource management must already be.
 
applepotato666 said:
Wow, I wish they thought the same about all the rest of the software
Click to expand...

Exactly. He doesn’t really think this. If he did he wouldn’t be doing it exactly backwards.

They should have taken one look at their proposed marketing images for Image Playground and canceled it or put it way on the back burner. Those images became instant jokes.

Speaking of jokes, they should save all that crap for later and JUST FIX SIRI!

Seriously Craig, “you could put something out there and have it be a disaster” are you kidding me? You know Siri has been out there in that state for years! Now’s your chance!

Put all that other stuff on the back burner for 18.4 and focus on SIRI!
 
  • Love
Reactions: Mr Todhunter and turbineseaplane
brofkand said:
They could have done things like made System Settings make sense, write a good Photos app, etc., but instead they're bolting AI into the OS to make it look like they're on top of things. Apple hasn't written good software in years. The fact that their software is still decent just proves how far ahead they were years ago, and how much they've squandered that lead.
Click to expand...
They took time and made completely unnecessary things like a crappy new settings app on Mac, making more complex and cluttered settings app on iOS 18, creating horrible unintuitive new Photos app but Apple, a trillion dollar company, can’t bring minor AI features on time. They axed their car project, Vision Pro is a flop, etc.. I wonder what people at Apple are doing all day every day. I remember when Apple used to present new software and give a sneak peak to even 0.1 and 0.2 releases at one keynote and bring it on time. I’m so lucky that I can remember Apple when Steve Jobs was there.
 
  • Love
  • Like
Reactions: Tim Apple’s Glasses, brofkand, Mr Todhunter and 1 other person
peripatetic said:
What is great about Joanna Stern is that while she clearly has favored access to Apple and its executives, she doesn't hold back from asking tough questions that we would want to ask them in a frank conversation. Not to get on a soapbox, but she is a great example of what separates the YouTubers from fact-based journalism. Apple has the power and ability to lock out journalists who they don't like. I would assume that Mark Gurman is not a favorite journalist of theirs but they probably do communicate with him, given that his stories are read by influential people in the business world. They know his audience matters, so they probably do play ball with him to some extent, though they probably are not the source of his many scoops.

Back to Joanna, her videos are refreshing and often reveal honest answers from people like Craig.

Now to Craig: Wow, he would be a breath of fresh air if he became the CEO after Tim Cook. He's the right leader to steer Apple for the next 10-15 years. (Tim is way too disciplined in his responses to the point where he comes across as a robot. He gives the same canned answers no matter the interviewer or the occasion. Craig doesn't seem that way.)
Click to expand...
I like Craig and he seems like a good guy. But he’s a software guy. I get people love him but person like Craig can’t be CEO of the company. He just doesn’t have the expertise. And what’s most important.. do you want a guy who can’t bring software features on time to lead company like Apple? It’s nonsense.
 
  • Like
Reactions: Mr Todhunter and turbineseaplane
jamezr said:
That is called false advertising.....
Click to expand...
It sure is, and I have little doubt Apple will see a class action suit about it sometime next year. Many people have purchased these phones now on the assumption that these features were included, or would be soon. They weren't and won't. Im sure many people are dumbfounded and surprised, enough to make them angry soon, if they aren't already.
 
  • Love
  • Like
Reactions: jamezr and turbineseaplane
winxmac said:
iOS 18 is not the first time they announced a feature/app in WWDC that will be released several months after the public release of iOS version that same year...

  • ProRAW was not immediately available when iOS 14 was released
  • ProRes was not immediately available when iOS 15 was released
  • iPadOS 16.1 was the first release for iPadOS 16 completely skipping iPadOS 16.0
  • Journal was not immediately available when iOS 17 was released [and is still not available on iPad to this day]
  • Apple Intelligence was supposed to be the selling point of iPhone 16 aside from Camera Control but will only be out of beta maybe a few months before WWDC 2025
These are just some of the few that I can think of...
Click to expand...
Don’t forget about sweater mode! I mean Deep Fusion.
 
  • Like
Reactions: winxmac
'Let's try to get each piece right and release it when it's ready.'"
'Let's try to not Siri this and release it before it's ready.'"
 
You must log in or register to reply here.
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.
Top Bottom
Back