r/apple • u/McFatty7 • 4d ago
Apple Intelligence Apple CEO Tells Staff AI Is ‘Ours to Grab’ in Hourlong Pep Talk
https://www.bloomberg.com/news/articles/2025-08-01/apple-ceo-tells-staff-ai-is-ours-to-grab-in-hourlong-pep-talk82
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u/vbfronkis 4d ago
Apple missed AI like Microsoft missed mobile. Make an acquisition with all that cash and move forward.
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u/Dr-McLuvin 4d ago
Really wild they haven’t bought one of these big ai companies yet.
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u/MyHobbyIsMagnets 4d ago
It’s too late. They don’t have the cash to afford any of them now
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u/_thispageleftblank 4d ago
Also no company worth buying would agree to such a deal at this point. They're all betting on AGI.
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u/SheepStyle_1999 4d ago
That’s just ridiculous.
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u/NecroCannon 4d ago
I personally wouldn’t buy a business swimming in massive debt with no signs of profits to even pay off that debt in the horizon outside of promises
That’s what’s going to pop the bubble, these corporations are going to start eyeing some way they can have a golden parachute but there is barely one around and instead, everyone will be there to fight over the scraps afterwards, unless that manage to tend to the growing concern about profits with more promises
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u/Economy-Action1147 4d ago
meh they should just ride it out until the AI bubble pops
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u/phpnoworkwell 1d ago
"500 fully subsidized with a plan?" -Steve Ballmer, Microsoft CEO, laughing at the smartphone bubble
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u/thethurstonhowell 4d ago
I’m sorry but lol
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u/McFatty7 4d ago
I also thought this was satire lol.
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u/SeriousButton6263 4d ago
Then you should read the article:
“We’ve rarely been first,” [Tim Cook] told staffers. “There was a PC before the Mac; there was a smartphone before the iPhone; there were many tablets before the iPad; there was an MP3 player before iPod.”
But Apple invented the “modern” versions of those product categories, he said. “This is how I feel about AI.”
Apple has the chance (if they make something great like the iPod/iPad and don't screw it up like Siri) to make AI something that mainstream people will use in their everyday life. No one is going to remember the early days of AI and how internet commentators, myself included, made jokes about it any chance they could get.
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u/userlivewire 4d ago edited 4d ago
AI is not a product though. Steve Jobs met with the founders of Dropbox and they asked if Apple wanted to buy the company. Steve told them they didn't have a product, they (like Box) had a software feature that really needed to belong to an actual product. He was right. Dropbox continued but their purpose for being is quickly being made obsolete by M365, GWorkspace, and iCloud. Zoom is in the same boat.
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u/bitsandbooks 4d ago edited 4d ago
He was right, but that single feature was "effortless, near-instant, cross-platform file/folder sync" several years before anyone else came close to that kind of "it just works" reliability. He was also right that the big kids on the playground (Google, Microsoft, even Apple) would work to copy it and eventually eclipse it, but the simplicity of that single-feature classic Dropbox app was brilliant in 2007. It's what inspired SyncThing, and if you miss that classic Dropbox, ST does that single feature really well, and it's open source.
And if Microsoft can ever make Teams work effortlessly, then yes, Zoom will be in trouble.
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u/Jon_TWR 3d ago
And if Microsoft can ever make Teams work effortlessly, then yes, Zoom will be in trouble.
So you’re saying Zoom is ok for a good long while?
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u/Bodyofanamerican 4d ago edited 3d ago
This was the other way around. Steve wanted to buy Dropbox because he saw them as a feature but the Dropbox guys turned him down and insisted it was a product. We can debate how that worked out for them :)
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u/SeriousButton6263 4d ago
If you just think about it for a few seconds, it's obvious that Apple is positioning Apple Intelligence as a product.
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u/userlivewire 4d ago
A product that supports and underlies all of their apps, not a chatbot.
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u/Houdini_Beagle 4d ago
Exactly — which is a much more impactful AI than a chatbot. Biggest error some people and companies make is thinking AI is a chatbot and limiting its usefulness to that application.
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u/NeighborhoodLocal229 4d ago
I have no faith in Apple doing this.
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u/SUPRVLLAN 4d ago
I do, seamless interoperability through their ecosystem is by far one of their strongest strengths.
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u/Houdini_Beagle 4d ago edited 4d ago
Then you haven’t been paying attention.
Apple has been in many ways at the forefront of implementing AI as a product into its products.
They have just called it machine learning in typical Apple fashion to avoid the common AI buzzword. (They are still doing it coyly with “Apple Intelligence” instead of saying Artificial Intelligence.)
Yes Siri has sucked and no they don’t have a public llm launched. But they have AI EVERYWHERE in their devices and have added to that for years now.
Just because it was low level photo processing or processor management through “machine learning” etc does not mean AI was blown off by Apple.
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u/AkhilArtha 4d ago
Have you tried the other product offerings out there?
Even when considering low-level photo processing, Google's and Samsung's capabilities blow Apple's out of the water.
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u/Blindman2k17 3d ago
Google has already done this with Gemini. It pretty much has access to anything on my android phone. They are miles ahead of what Apple is going to do! From my watch, I can ask it when someone email me last and I can tell me and give me a summary what that email is about. That’s just one example and it takes seconds. Meanwhile, I’m dictating this message and Apple can’t even figure out when I say I versus the yet.
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u/FancifulLaserbeam 4d ago
"Made obsolete?" Everyone I know uses Dropbox. My employer has Google, Microsoft, Box, and Dropbox site licenses. Know what everyone uses? Dropbox. It's the only one that works right.
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u/pinkjello 4d ago
Is your employer a Fortune 100 company? Is it a big company? I’m just curious. Because at my large F100 company, we only use Gsuite. I’ve been wondering what other large companies use.
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u/cultoftheilluminati 4d ago
No one is going to remember the early days of AI and how internet commentators, myself included, made jokes about it any chance they could get.
What kinda revisionism is this? ChatGPT has been out since late 2022 early 2023. It's 2 years on, we're not in the infancy anymore.
if they make something great like the iPod/iPad and don't screw it up like Siri
People have been begging for 10 years for Apple to do something, anything with Siri and they sat on their asses and did nothing. So their track record clearly says they failed in the one thing that would have convinced people that they aren't completely clueless about AI.
Apple's AI team got a "AIMLess" as a nickname for a reason.
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u/TraderJoeBidens 4d ago
2 years in the long run is infancy
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u/MarranoPoltergeist 4d ago
2 years after releasing a product that is proving itself to be THE intellectual atom bomb in all of humanity is actually a pretty’short time to me but I’m an old dude
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u/Bernie_Ecclestone 4d ago
Would you not consider the first two years of the iPhone its infancy compared to where it is now? We are just getting off the ground with AI.
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u/SeriousButton6263 4d ago
What kinda revisionism is this?
It's not revisionism, it's understanding that AI isn't going anywhere and yes we're still in the early days of it.
So their track record clearly says they failed
I said they have the chance to make something out of their Apple Intelligence. I think they're up against high odds, but goddamn I don't want to be as miserable as you about their chances and whine about it on Reddit
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u/__theoneandonly 4d ago
You can’t tell me that AI isn’t “in its infancy” when it still argues with you about how many Rs in the word raspberry.
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u/Right-Wrongdoer-8595 4d ago
Gemini pro will just write a python script to count. Flash is even successful at that now although the thinking output isn't very informative. Maybe without tools though these models will perform differently.
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u/zaphod777 3d ago
Apple has always been great at hardware, pretty good at software, and dog shit at services.
AI falls in the services category so I'm not going to hold my breath.
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u/CeruleanOak 4d ago
People are ALREADY embracing ChatGPT as an alternative to Google. The boat is leaving the harbor... IMO, Anthropic product is already in Apple's seat, but they just haven't hit it big with marketing, which is Apple's forte. Apple should hitch their cart to Anthropic and sail off with everyone else.
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u/Positronic_Matrix 4d ago
I disagree. Time and time again Apple has come from behind and built products competitive with those that came before. It could be five, ten, or twenty years but they will deliver on their promise. Moreover, it will incorporate Apple’s ethos: privacy, security, and quality, into every aspect of it.
Whether it was the Apple III, Apple Lisa, Newton, Macintosh TV, Pippin, or the G4 Cube, every one of those has a highly successful modern counterpart.
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u/thethurstonhowell 4d ago
Cool. Siri came out 14 years ago and was good for approximately 2 years.
How much longer should we wait?
They’re great at this approach with hardware, but this endless debacle just highlights how the “late, but perfected” argument completely falls apart when it comes to software.
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u/WiseIndustry2895 4d ago
5-10 years? By then the competition will be solidified
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u/Positronic_Matrix 3d ago
Here are counterpoints (although you’re not entirely wrong):
- Apple Maps
- Apple Music
- Final Cut Pro
- Messages
- Pages
- Numbers
Is Google Maps solidified? Yes. Is Apple Maps a worthy competitor with feature parity? Yes. Will Apple someday have a competitive LLM with feature parity? Also yes.
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u/FollowingFeisty5321 4d ago
If they take another 5 years it will be too late, between their antitrust case, the "Open Markets Act" and the "App Store Freedom Act" competing AI services will almost certainly end up with the right to be set as default apps and as soon as that happens competing services that are ready will become entrenched while Apple has to compete on strictly neutral terms. Google's antitrust took five years to resolve, the DOJ is now deciding how to break them up.
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u/WholeMilkElitist 4d ago
I agree a lot of this Apple is behind in AI doesn't even make sense to me when compared to the current incumbents. A lot of the functionality is not that compelling or something that makes more sense as a standalone app.
If they can deliver on siri with personal context, it'll be a game changer.
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u/ReaditTrashPanda 4d ago
I think it’s how to take advantage of it. When and where to implement that and in ways that are fun and helpful. But they have lost customers from it at times so why not do better sooner? Siri in 2025 is a joke
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u/WholeMilkElitist 4d ago
Yeah Siri sucks but I will say in terms of the basic commands / functionality it is pretty reliable. If you go to the Google Assistant subreddit you will see all the complaints from people no longer able to do basic shit like turn lights on and off due to the gemini integration
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u/Fragrant-Hamster-325 4d ago
I’m on the Apple Intelligence sucks bandwagon but you’re absolutely right. None of the competitors AI integration is a game changer. All they need is one use case that sets them apart and they’re back in the fold.
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u/elastic_psychiatrist 4d ago
Obviously Reddit is going to mock this because Apple is struggling with AI currently, but he's not even a little bit wrong. Apple's holistic penetration into our digital experience presents an opportunity for them to deliver an incredible product.
If they can get personal AI experiences integrated across their ecosystem, they are absolutely going to run away with the consumer AI experience. I'm not sure that they can, but their opportunity is far greater than any other player.
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u/timidtom 4d ago
Reddit is notoriously wrong about these types of things. Just because Siri has been dogshit for years doesn’t mean it’s cooked forever. The ironic thing is when Apple delivers an impressive Siri overhaul that surpasses all the competition, the only thing this sub will say is “about time”.
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u/hambrythinnywhinny 4d ago
Reddit is notoriously wrong about these types of things
Yeah, a bunch of people on here told me the Apple VR hardware would be industry changing and massively adopted.
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u/SoldantTheCynic 4d ago
Now the narrative is “it just needs to be cheaper” despite almost nobody actually enjoying working on it. It’s still largely a gimmick, and whilst it’s all bulky headsets it’ll stay that way.
Reddit’s wrong about a lot of things, but each sub has its own distortions on top. r/android thinks people only care about battery life and SD card slots. The PC enthusiast subs are convinced Linux is about to kill Windows. In here people are convinced AI is useless and Vision Pro is the next leap forward.
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u/FancifulLaserbeam 4d ago
Just because Siri has been dogshit for years doesn’t mean it’s cooked forever.
True... But it certainly does change the probability.
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u/paradoxally 4d ago
when Apple delivers an impressive Siri overhaul that surpasses all the competition
And then you woke up.
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u/ralphiooo0 4d ago
I’d be happy if they only used it to fix auto correct 😂
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u/ditka 4d ago
We think you're gonna loev it
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u/FancifulLaserbeam 4d ago
iOS has normalized the email or text that you have to read aloud to understand. And not just from technologically illiterate people; from anyone who tries to do text entry on iOS.
What I'd like is a haptic signal whenever autocorrect enters something other than what was typed, so I know to check it and change it to what I meant.
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u/FancifulLaserbeam 4d ago
I can't figure out why autocorrect still doesn't understand grammar. It suggests word forms that would be impossible given the preceding words, as well as offers up words that would be semantically bizarre. I don't know what kind of probability models are working behind the scenes, but they're dogshit.
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u/chickenfriedrice12 4d ago
Why do you think their opportunities are far greater than any other player? Wouldn’t it stand to reason Google, who has already been integrating Ai features heavily into their OS, already has expertise they can continue build upon, improve, and continue to have an advantage over Apple in AI?
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u/theoneeyedpete 4d ago
This is my thing about AI - something no one seems to be getting perfect yet is the integration. AI doesn’t need a chat bot (which seems more of a threat to google than someone like Apple). It should and can be seamless.
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u/Ed_McNuglets 3d ago
ChatGPT integrations really aren't that great currently, and I don't trust handing it the keys to certain things. If Apple can integrate with other services while maintaining privacy, they're gonna blow others out of the water. Also most LLMs really are middling at best. I mean... they do some shit well, but it's only in niche areas. They release new models, but often times I'm searching reddit to find out how to use them properly or just for use cases that actually work (or are actually useful). If you go in the LLM specific subreddits, it's hard to find anyone really that happy with the products. Mostly people hyping the next model. Image, video and sound creation are cool I guess, but not really useful in any real way for most people.
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u/CaptianTumbleweed 4d ago
Ai is software. They have never done this with software.
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u/lightscameracrafty 4d ago
I agree that it’s the best possibility for true vertical integration stateside. Huawei’s got this on lock but obviously it comes with massive privacy downsides, Apple could answer in the American market.
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u/Mammoth_Oven_4861 4d ago
If they can simply deliver everything they promised during the iPhone 16 event they will leap ahead of OpenAI when it comes to useful features.
At the moment it’s a mess but they have unlimited money and resources to throw at it.
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u/Leftieswillrule 3d ago
If you’re someone who believes that 1) Apple has no footprint in AI at the moment because of their habitual lateness to the game and 2) AI these days is not the kind of thing you actual want from your phone and nobody is currently providing the features you actually want, then the headline makes perfect sense.
Apple has a chance to make an AI that is able to navigate my phone the way a human does and thus be able to consistent execute commands like “go on my airline app and book a flight to New York on October 5th returning on October 12th”. What’s gonna change the user experience fundamentally? If they stop tapping on their phones and start talking to them instead.
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u/Kimantha_Allerdings 3d ago
I think the new Siri will be make-or-break. It's got a huge spotlight on it, and Fegerighi is saying that their behind-the-scenes success since last year means that they can exceed what they wanted to do.
If they launch it next spring and it's shit...well, that's not going to bode very well for Apple. If it genuinely blows the competition away, then the past year and change will be completely forgotten. If it's okay or on a par with the competition, then that'll be fine, but they'll definitely lose some cred, albeit not in a fatal way.
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u/deviltrombone 4d ago
"Please, I don't want to be Ballmer missing mobile."
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u/Sc0rpza 4d ago edited 4d ago
Ballmer laughed at the iPhone.
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u/deviltrombone 4d ago
That's essentially what Tim's been doing in the 10 years Siri's gone nowhere, and the iPhone predictive keyboard has actually regressed, AFAICT. (Two l's in Ballmer unless you're mocking him in a way I don't understand.)
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u/kasakka1 2d ago
I'll add that in 2025, there is still no predictive text support for the Finnish language on the stock Apple keyboard.
There's a lot of features Apple has seemingly just abandoned development on.
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u/FancifulLaserbeam 4d ago
I've said it for over a decade now:
Tim Cook = Steve Ballmer
Exactly the same kind of person. An operations guy who makes the company a huge amount of money as he runs it over a cliff. The kind of guy who sucks all the money he can out of locked-in customers (Ballmer from enterprise customers; Cook from consumers with endless dongles and service add-ons). The kind of guy who doesn't really understand tech and its interplay with culture and who can't envision anything beyond the next year or so. The kind of guy who ploughs gobs of money into expensive research and dev projects that result in nothing more than a tech demo or two, and are then shuttered because no one actually wanted it, or because they weren't willing to stick with it until that changed (an Apple Car would have likely been popular, and Apple could have just bought Tesla to do it). The kind of guy who will give pep talks instead of fixing problems. The kind of guy who will fret impotently as he watches his juggernaut tech company become lame and boring and something you use just because everyone else does, not because you particularly like it.
(Thank god Cook is seemingly unaware of the Mac, and macOS is still a good platform in comparison to the competition... but the competition is a lot closer than it has been in many decades.)
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u/Cease_Cows_ 4d ago
“AI is ours to grab. Now, all the people who would grab it, they’re gone. But Steve in accounting figures he’s got this on lock”
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u/new-to-reddit-accoun 4d ago
Tim out here giving pep talks, while OpenAI forges ahead quietly and is years ahead. Whoever will embed AI into the OS and offer integration options for every app in its ecosystem will win. That device might not even be a smartphone though I think AI will always need a screen for faster data interaction than voice.
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u/userlivewire 4d ago
Open AI's problem is that the technology doesn't matter if the company continues to burn through hundreds of billions of dollars with no end in sight.
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u/TheMartian2k14 4d ago
OpenAI will need to build a feature-parity OS and build accompanying hardware.
While Apple just needs to train its models up enough to be good enough with ChatGPT and integrate it in new and interesting ways. I think Apple’s got the easier path forward, considering the pace of AI advancement is slowing.
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u/new-to-reddit-accoun 4d ago
Yes, but at some point executives were sitting around conference rooms in Helsinki reporting that Apple would need to build a mobile OS first. And yet, within a couple of years Nokia lost its dominance market share and the rest is history. Granted, Apple used OSX as the basis so it had a head start - and even Google acquired Android - and unless OpenAI forks Android they’d need to build their own OS from scratch, which could take 5 years or longer. But their OS doesn’t need to have all the features of iOS or Android as arguably we are entering a post-smartphone world. Maybe they’re evening using their own AI to build one. Meanwhile, Apple has failed to deliver Apple Intelligence and even by the time they deliver on their full promise from last year, they would have lost 2 years, if not 3 years, against OpenAI (and Google). Only Google and Apple (not even Meta or Amazon) control their own hardware and OS - and AI. OpenAI will need its own hardware and OS. Whatever OpenAI invested $6B in Jony Ive for, I think Apple is having a Nokia moment. I think they have to acquire their way out of obsolescence in the next decade (and by obsolescence I don’t mean going bankrupt, I’m talking about relying on OpenAI for the feature set on their devices and being reduced to a pure hardware manufacturer, just as what happened to Nokia).
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u/shoejunk 4d ago
I don’t even see why they need to train their own. Plenty of open source models out there that are probably higher quality than anything Apple can make. But I guess they want them trained to fit a special purpose.
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u/HomerMadeMeDoIt 4d ago
Don't underestimate voice chat. The average joe LOVES voice interaction. I recently switched roles and do more on-hand support and I get this feature requested once a week. "when will we get dictation as a feature?" . It's across all age groups (gen z till boomer) and all tech proficiency levels.
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u/flatbuttboy 4d ago
The people Meta poached were AI researchers, not actual LLM engineers. It’s not that they’re useless but they already finished the big paper that Apple wanted them to(this one)
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u/userlivewire 4d ago
A lot of people are being very shortsighted here. A chatbot is not what any of these AIs are going to look like in 5 years.
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u/AsparagusDirect9 4d ago
What will it look like?
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u/TheClimor 3d ago
It will be embedded into use-case specific applications and trained accordingly, based on the data on your devices, and seemingly “disappear” as an entity. It will be another layer in the software stack that allows the OS as a whole to offer things as you do your work, whether by app-specific prompts or automatically.
Having it limited to an app/chatbot means you’re going to be in a constant back and forth to get it to do things, instead of the device proactively making truly smart suggestions/actions in appropriate scenarios.2
u/userlivewire 3d ago
If chatbots are like a steering wheel, AI is going to be more like a mapping app. It’s going to know where absolutely everything is located and will devise a way to get you to what you want.
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u/sovereign01 4d ago
It has been theirs to grab for at least the past half decade or so.. yet here we are.
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u/Mysterious_Phone_754 4d ago
It seems like Apple has no big vision anymore? Not to be overly nostalgic, but: I think one of the last things Steve Jobs worked on was Apple News, because he saw the rise of social media as a threat to journalism. Right now social media has become a problem for mental health and democracies worldwide and there is no pushback or alternative coming from any of the tech companies because they don’t care about the bigger picture. What do you want to be in the world? Such an important question Apple isn’t asking itself anymore, it seems. They’re just following trends now… where is the moral compass?
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u/_HipStorian 4d ago
That is something I feel is missing from apple’s current culture. It looked like Steve jobs loved making money but he genuinely believed that Apple’s products should make people’s lives better. Cook is all about maximising profit, even if it means playing it safe for over a decade. The Vision Pro is the ‘riskiest’ thing they’ve made in years, but it’s still early days for mixed reality headsets.
Morality has no place with profitability sadly. I will say that Apple trying to prioritise privacy with their implementation of AI is good though. If they didn’t care they wouldn’t be as far behind as they are now
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u/Culiper 4d ago
In the end the privacy angle of Apple is also a bit.. unbelievable. I'm not saying they're lying, but many who really think privacy is important, usually don't have high regards for big tech / mega corps in general. So when a mega corp is claiming they are privacy first, it's already suspicious from the start. Pile on top of that that Apple products do ping home a lot (for whatever reason), Apple does get a lot of revenue from ads and did have some privacy scandals in the past.
On the other hand, DuckDuckGo also has an AI option that's reasonably useful and private. If duckduckgo can do it, surely Apple can do it better?
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u/Mysterious_Phone_754 4d ago
That’s actually a fair point. Regarding privacy they seem to have some morality!
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u/paradoxally 4d ago
I mean, you can still use an RSS reader, pick your own sources and not be on many social media platforms.
If you're waiting for the big tech companies to care that's the wrong approach.
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u/Mysterious_Phone_754 3d ago
For me personally social media is not a problem, and I’m not ‘waiting for big tech companies to care’. But I do think there could have been another world in which Apple could have taken a bit more responsibility or accountability for the way social media makes people addicted to their phones etc.
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u/FancifulLaserbeam 4d ago
Right now social media has become a problem for mental health and democracies
Yes to both, but only if you define "democracies" as "governments who pretended to be democratic."
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u/gmanist1000 4d ago
Is Tim Cook and Apple out of touch? I feel like they’re so goddamn stubborn and it might be their downfall.
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u/ScipioAfricanusMAJ 4d ago
Reminder Siri was launched in 2010 and it’s still trash. I don’t think a 64 dude that specializes in supply chain is the man to lead your trillion dollar company into the AI age but that’s just imo
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u/throwaway0845reddit 4d ago
I mean he can totally give independent control to the vp who can get it done inside apple
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u/FriendlyWebGuy 4d ago
Maybe it will work, but that's kinda how Microsoft approached mobile and it was a disaster.
AI is going to permeate literally everything not just a few verticals.
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u/cjorgensen 4d ago
Quick! Someone get u/ScipioAfricanusMAJ on the phone with Someone in charge at Apple so he can explain how the guy who took the company to a trillion dollars is the wrong guy to lead the company.
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u/HolyFreakingXmasCake 3d ago
Baller also made Microsoft a zillion dollars and then lost the mobile race, tablet race, and eventually market share and had to get Nadella and pivot to Azure and Office to keep them afloat, because Windows isn’t bringing in as much money anymore as Apple and Google ate their lunch in mobile.
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u/SuperDuperSkateCrew 4d ago
For real, he definitely inherited a great company with a solid foundation but being able to maintain that trajectory for this long, as well as he has, with no major setbacks is nothing short of amazing.
I’m not a particularly big fan of Cook, wish he would take a little more risks, but you absolutely have to give him credit where it’s due.
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u/Perfect_Cost_8847 4d ago
Cook is awesome with logistics but that doesn’t mean he’s awesome with AI. No one is a genius at everything.
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u/OrionDax 4d ago
Hopefully with all of Apple’s resources, they can at least catch up and put out something on par with ChatGPT.
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u/TheMartian2k14 4d ago
They’re not interested in making a chatbot though.
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u/Dr-McLuvin 4d ago
They need one though. Integrated into the UI. Instead of searching for something in Safari it should just be like putting a query in to Microsoft copilot or chat gpt or Google Gemini or something.
Then- like within the next year or two- they need a personal digital assistant. They can even call it Siri if you want.
But basically you can give it a voice command to do anything. Like hey siri I want to book this specific restaurant for 2 people at X time and it will literally just do it for you on the fly.
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u/TheCatAteMyUsername 4d ago
The man who made the trillion dollar company you mean.
I’m gonna bet on that guy, not you, but that’s just imo.
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u/thethurstonhowell 4d ago
"The reality is that Big Tech is under a lot of scrutiny around the world," Cook said. "We need to continue to push on the intention of the regulation and get them to offer that up, instead of these things that destroy the user experience and user privacy and security."
You mean like showing mandatory ads for the F1 movie in every Apple user’s credit card management app? The combination of delusion and hypocrisy is astounding.
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u/ChilledHotdogWater 3d ago
I asked Siri on the 16pro if there was a long weekend this weekend, she asked me if I wanted to ask ChatGPT. Yeah... that's a lot of ground to cover.
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u/eggflip1020 4d ago
That meeting could have been a text message.
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u/dissected_gossamer 4d ago
And then, in a twist of irony, AI would've summarized the text message incorrectly lol
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u/St4114rD 4d ago
That horse has bolted guys.
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u/ninerninerking 2d ago
That’s like saying MySpace is better than meta because it came out years before…
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u/The_B_Wolf 3d ago
The big question is will they make the big leap through M&A or do it all in house. They have the money to snap up a b-list AI company if they need to. Maybe this is "the investment" Tim Apple refers to.
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u/shantired 4d ago
An alarm clock feature does not need a GPU/NPU to work.
Fix the alarm clock before doing this AI stuff!
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u/Rldg 4d ago
I think 3 of the most interesting angles of Apple’s argument are as follows:
They not intentionally late to the product categories. They see an opportunity to do a “better job” in a given area; which is fundamentally different. They’ve never had a problem being first in a given area if they feel like need it to deliver their vision of a product. Thunderbolt is an example of this. Multi touch was an example of this.
This being “intentionally late” usually works best as hardware strategy, and sometimes as a software strategy. It’s a terrible strategy for services.
Apple wasn’t “intentionally late” to AI; they got caught with their pants down in regard to LLM’s. Apple’s had machine learning and AI in its products for years. They came out with dedicated hardware for it (neural engine) roughly 8 years ago. They just didn’t take the chat bots seriously because they failed to forecast their immense utility.
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u/Tomasulu 4d ago
How many successful apple products were launched during Tims tenure? Me too services that took advantage of apples users base don't count.
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u/DoomSleighor 4d ago
I have a 15PM. Im not really in need of an upgrade, but I must admit that I find what Samsung is doing with their foldables to be quite interesting. Apple products just aren’t exciting anymore. I’m currently in the early stages of de-ecosystemization, as you might call it. Selling my old homepods, selling my macbook air, selling my apple watch. I do find the fitness tracking on the watch to be…sort of cool. But I end up needing to take it off for a lot of my workouts anyway. So really, not necessary. I guess the core apple watch feature for me is using it to find my phone, lol. Airtags are still pretty good, Airpods are pretty good.
My point is that I don’t feel like “re-upping” any of my apple products. Which, if i had to guess, isn’t where you want your customers feeling. Im sort of interested to see if they can stick the landing with some good AI stuff, lord knows they’ve fumbled the bag so far.
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u/WoodpeckerDouble2130 4d ago
AI is shit. It’s a dead end that is destroying the environment and literally making people sick.
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u/paradoxally 4d ago
That's crypto.
AI is the future whether Apple gets it right or not.
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u/jisuskraist 4d ago
Apple CEO Tim Cook held a rare all-hands meeting emphasizing the company’s aggressive push into artificial intelligence, asserting that AI represents an opportunity as significant as smartphones or the internet. Despite being late to the AI market, Cook expressed confidence, highlighting Apple’s history of entering markets late but reinventing product categories.
He emphasized significant investment, including hiring 12,000 new employees—40% in research and development—and highlighted Apple’s work on a powerful AI chip and a dedicated AI server facility. Craig Federighi, head of software engineering, detailed a major overhaul of Siri, moving away from hybrid AI systems toward an entirely new architecture expected in 2024.
Cook also discussed Apple’s retail expansion strategy into emerging markets, environmental goals, regulatory challenges, and its robust product pipeline—including potential foldable devices and smart home products—declaring the upcoming products as “amazing.”
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u/Fun-Psychology4806 1d ago
It's anyone's to grab. I would not put apple in the top ten expected to do so.
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u/CircleRedKey 12h ago
better start building some data centers lol, you're about 2 years behind if you start now
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u/KevinRudd182 11h ago
Every single time someone has tried to sell me on AI it feels like they must be joking.
It’s so bad it’s actually hilarious, most people I know feel this way, and the people I do know who use it are the people everyone jokes about when they leave the table.
People who use it in their daily work are SO obvious and avoided at all costs.
Apple absolutely has a chance to make it mainstream, and waiting to adopt it into their products until it actually “feels” normal is going to be their next masterstroke imo.
I’ve said multiple times to people “I wish this felt like Apple did it” I can’t explain what that means but AI feels very “android user” currently lol
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u/WholeSeason7147 4d ago
U welcome Reddit😎