One of the biggest narratives currently going around about Apple is the company’s AI struggles. But while those struggles are very real, Apple has two big aces up its sleeve that should minimize the damage from ‘new Siri’ shipping late, and propel the company into a bright future. Those two things: innovations in Apple’s upcoming hardware and software.
AI matters, but Apple’s core business is still driven more by other things
Apple’s bread and butter has long been the integration of hardware, software, and services to create great products.
Those products then tend to sell in very large quantities, and make Apple extremely successful.
AI is obviously becoming increasingly important for every tech player. It’s important to Apple’s core business of selling products.
But, I would argue, it’s not yet that important to Apple’s business.
I suspect that for the average person in the market for a new smartphone, tablet, or laptop, AI is still not nearly at the top of their priority list.
And especially not the very specific, chatbot assistant-style AI that is Siri.
iPhones, iPads, and Macs all have AI today, and it seems to work relatively fine for most people. The many current Apple Intelligence features may not represent the best of AI as relates to competitors, but they’re perfectly adequate.
Yes, Siri needs a lot of work.
But how many of your friends, when buying a new device, will make a purchase decision based on Siri?
I don’t have data to back this up, but I feel very confident in saying two things matter way more to users:
- Innovative new hardware designs
- Flashy new software updates
Innovative hardware and software will lift Apple above AI challenges
Apple may need another year or more to iron out its Siri problems.
But during that year, it will be giving users two things they care about much more.
This fall, the iPhone 17 lineup will include an ultra-thin, futuristic model that’s sure to attract a lot of attention.
iPhone 17 Air will be the first model in a while that’s likely to regularly prompt the excited question, “Is that the new iPhone?”
Its radical new look will merit a lot more interest and envy, I suspect, than an updated Siri ever will.
Similarly, Apple is planning notable design changes for its iPhone 17 Pro line. There are even hints that we may get the first iPhone Ultra this year, complete with a massive battery that should make a lot of users happy.
These kinds of innovations with Apple’s most important product ever couldn’t come at a better time.
Paired with the unusually exciting iPhone 17 line, Apple reportedly plans to ship major design overhauls for its software this year.
iOS 19 is expected to bring the biggest visual redesign to the iPhone since iOS 7 back in 2013.
Big changes are on the way for macOS 16 and iPadOS 19 too.
Apple ships new features for its software platforms all the time. But the company’s major redesigns this year are bound to get a lot of attention.
Again, if you ask your friends whether they care more about a big iOS redesign or a better Siri with AI, I suspect opinions will be one-sided.
Apple’s AI struggles: wrap-up
Apple has been unable to ship its big Siri upgrades on the timeline it originally expected. That’s unfortunate. There’s no doubt that competitors like OpenAI and Google are making AI advancements faster than Apple.
But the sky isn’t falling. Apple’s core business continues chugging along, and should have a big year ahead thanks to the iPhone 17 line, iOS 19, and the variety of other big products shipping.
Hopefully we’ll see a powerful, personalized new Siri arrive by this time next year, and Apple’s AI struggles can be put behind the company. But in the meantime, Apple has plenty of exciting things coming to keep us distracted.
How big a problem do you think Apple’s Siri and AI struggles are? Let us know in the comments.
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