Apple CEO Tim Cook should go public to explicate the hold in integrating innovative Siri capabilities across its ecosystem , rather than Applereleasing the tidings quietlyvia a technical school site last workweek , according to prominent Apple analyst Ming - Chi Kuo .
The technical school giant showcased an AI - powered Siri at its WWDC event in 2024 , as part of its Apple Intelligence first step . While the virtual helper does now havesomeAI smartness , the more advanced feature of speech — including personalized response , task closing across multiple apps , and on - screen awareness – have been delay until next year at the earliest .
Writing ina post on Xon Thursday , Kuo acknowledged that developing great AI services “ was never going to pass off overnight , so the postponement of Apple Intelligence is entirely intelligible . ”
He can also see why Apple announced Apple Intelligence at last class ’s WWDC , “ even though they knew it could n’t be completed on docket , ” order that while this “ was not a good move , [ it ] is still understandable given the pressure from the table and shareholders . ”
But Kuo said the “ worst part ” came just of late “ when it came time to admit that Apple Intelligence ( Siri ) exploitation was n’t go as planned , ” with Apple choosing to “ break the news program to the existence through an unofficial channel . ”
He tote up : “ This is how the world ’s most valuable caller handles a PR crisis . ”
Kuo said that Apple should have handled the issue in a alike way to how Cook ’s predecessor , Steve Jobs , shell out with the so - called “ antennagate ” crisis with the iPhone 4 in 2010 , when a excogitation defect do signal loss that resulted in a quite a little of overturn among customers . business plow the spot point on , calling a press conference in which he acknowledge the trouble and bid free bumper case to mitigate the progeny .
“ The way Steve Jobs personally addressed the iPhone 4 antennagate Commonwealth of Puerto Rico crisis back in the mean solar day provides a great example , ” Kuo said in his mail service .
But Cook , too , has been get laid to face up difficult affair in a more public style , evidenced by the way he handled the Apple Maps walloping in 2012 when the buggy software was released way before it was ready , causing widespread letdown and frustration among user .
Cook did n’t harbor a crush conference , prefer alternatively to station a letter of apology on Apple ’s website in which he say the company “ cut down light ” of its commitment to present worldly concern - class products , while promising to do better .
But the difference between those two event — antennagate and Apple Maps — and the AI Siri holdup is that this time around there ’s no user backlash or sentience of crisis about the situation . Of naturally , if Apple launches the all - new Siri well before it ’s ready , and it do horribly , then Cook might well be compelled to confront the position publicly .
For now , Apple is intent on avoiding an Apple Maps - type error , and therefore wo n’t be releasing the enhance Siri tool until it ’s trusted it ’s quick . So no , do n’t expect Cook to be holding a military press league about it anytime soon .
