The change in culture was most evident with the incremental release of iOS features. The definition of Alpha release is an early version of a software application that is still in active development and not feature-complete. Somehow, Apple normalised this and so people were promised vaporware at each major iOS release and then the dev team scrambled to try and have it done and available in the next twelve months. The failure to release the full Apple Inteligence is the failure of this now accepted system to keep up. As a retired software developer, I always considered this outcome as inevitable. The system was clearly broken at Apple as marketing and the exec team were trying to paper over the cracks in their R&D investment and recent failures, by just upping the pressure on the dev team to do something, so Apple could make some noise publicly every twelve months. This time with AI, the Apple marketing and exec teams simply overreached the capabilities of the software team available. Hartley was correct to pickup on some simple tricks Apple did like hooking into the ChatGPT API with the existing code base, so Apple marketing could whack an Apple intelligence branding onto it. Basically the dev team did all the low hanging fruit they could, but updating Siri is clearly a major project, requiring first understanding a very old code base, with no doubt multiple hacks and revisions and then coding whole new chunks of it to work the way everyone expects it to. On top of that a whole new backend system with AI models also needs to be developed. The team is equally no doubt at this point suffering huge morale and burn out problems from this constant circus of trying to meet the relentless twelve month cycles they are under for the sake of marketing been able to hype up sales and keep the illusion Apple is on a roll. The Apple execs simply pushed too hard and broke their staff. The risk now is they will have staff leave on mass, so no doubt part of that press release, was a realisation internally that they had to do damage control and manage expectations on the dev team or risk the team imploding. If key experienced and skilled staff in a dev team leave mid project, things go off the rails really quickly.
Hartleys arguments around the breakdown of the culture at Apple are completely credible in my opinion. The motivation for this change of culture is really simple. The companies share price and PE ratio was not justified given they are now not an innovative company but an interative one. This will effect the stock options of all employees, but particuarly the executive staff who gather much of their incredible wealth on the back of stock options. So they jumped up and down and made a lot of noise about very little to try and give the impression to investors that they were still worth the stock valuation, that they clearly didn't deserve. Over time they just kept over reaching, particuarly when recent projects like the Apple car and Vision Pro failed to meet internal expectations. Recent news in the market shows that increasingly Apple is seen for what it is and I don't doubt after the current correction/recession the market is entering is done, that Apple stocks will not recover to old prices and that really is what this story is all about and the efforts Apple put in to hoodwink the market to try and prevent it happening. The culture at Apple changed because of self interest. They didn't want the company devalued, because that devalued their own wealth.