What's happening with Apple and artificial intelligence - Apple Intelligence? We know this story already - almost as well as the iconic Nokia ringtone. A tech giant falls asleep at the wheel, misses the next big wave and... poof. From disruptor to PowerPoint note. Let's remember Nokia, BlackBerry, Skype. They once ruled the world, but today they are digital fossils, mentioned only out of nostalgia or as a warning.
Now let's turn our attention to Apple. An empire worth 3 trillion dollars (yes, with b), an ATM between companies and a religion between users. They created a world where white headphones are a status symbol, and built an ecosystem from which a person can be extricated more easily than from a relationship with NetflixBut – what is happening with Apple and artificial intelligence – Apple Intelligence?
But it's 2025, and Apple finds itself in what is almost an existential crisis: They're lagging behind. They're bluffing. And most terrifying of all – they're promoting products that don't (yet?) exist.
Artificial intelligence has arrived – and Apple wasn't the first (or second)
If you've opened the internet at least once in the last two years, you've probably come across two magic letters: AI. ChatGPT became a viral hit faster than a TikTok dance. Google launched its Gemini platform. Microsoft has integrated Copilot into Word, Paint, and even your operating system – because why would anyone write on their own anyway?
What's happening with Apple and artificial intelligence – Apple Intelligence?
At WWDC 2024, they blushed a little and said, “We have something too. Let’s call it… Apple Intelligence.” (Because apparently “AI” isn’t premium enough for their aesthetic.)
They introduced a whole bunch of features: Genmoji, Image Playground, Writing Tools, a link to ChatGPT. And of course – the epic promise that Siri finally useful(This is the same Siri that still gets confused when you ask what time it is in Tokyo or order a “playlist for the kitchen.”)
From WWDC to WTF: Where the hell is it? they are these functions?
The iPhone 16 was introduced as the “first AI phone.” But when it was released, it acted more like an AI draft. And the development goes like this:
- iOS 18: no Apple Intelligence features.
- iOS 18.1: Writing Tools and notification summaries are coming – sometimes they work, sometimes they just have a bad day.
- iOS 18.2: add Genmoji and ChatGPT conversations.
- iOS 18.3: finally visual intelligence – the camera reads the date from the poster and sometimes add to calendar.
And Siri? Still that old friend who's better at telling a joke than answering a question.
The most bizarre? Apple never before He didn't show these features live. Not a single demo. Nothing. Hope.
Does it all even exist? Is Apple Intelligence real?
We tech journalists almost have PTSD from all the “product in development” presentations. Let’s remember:
- AirPower – a magical charging pad that was supposed to power multiple devices at once. It never made it to store shelves.
- Samsung's Bixby speaker – announced, exhibited… leaked.
- Tesla robots – walked, talked, saved the world. Well, almost. (Although probably controlled by remote.)
Now Apple is promoting Apple Intelligence, which no one has ever seen in working form. TV ads, billboards, hype. But no concrete evidence.
One of the commercials shows Siri recognizing a person and finding information from a meeting two months ago. The whole thing feels more like a movie scene – with all the elements: lights, camera, and a fair amount of CG.
Silent alarm in Cupertino
Delays themselves are nothing new – Apple has a knack for wrapping them up in PR candy with words like “refinement” or “coming soon”. But this time it’s more than just a delay. Here are three key red flags:
- AI is not Apple's core business. Their model is based on selling devices – iPhones, Macs, AirPods. Software subscriptions? Nice bonus, but AI is not something that directly lines their pockets.
- “Second mover advantage” doesn't work here. In hardware, they were often second – and won. In software? More difficult. And developers are not enthusiastic: why would Uber want Siri to order a ride without their app?
- Demo is missing. Apple usually has a whole circus of events with journalists testing out new products. This time? Silence. Even John Gruber (who is an Apple fan almost on the level of a romantic relationship) wrote: “This is a big red flag. Apple doesn’t have a demo to show. Maybe the features don’t exist yet.”
Will Apple become the new Nokia?
We won't overdramatize - Apple won't be gone for a long time. Their empire is too intertwined to just disappear overnight. Their phones are still selling like hot cakes, and their brand is still one of the strongest in the world.
But... that's how we used to talk about BlackBerry.
If artificial intelligence is indeed the next big technological shift – as big as the advent of smartphones fifteen years ago – then Apple is currently standing on the sidelines watching others score goals.
If he doesn't get in the game soon, he risks missing out on another historic moment.
Conclusion?
Apple Intelligence is not yet intelligent. And Siri is still not smart.
Right now, they look more like conceptual art than functional technology. Now we wait to see if Apple will reinvent the future – or become another story about how the biggest giant forgot to blink when the world sped up. We're all waiting for Apple Intelligence!
