Apple's AI Saga
The ongoing roll-out of Apple Intelligence amidst the Siri mess...
Seeing as we're now over a year into Apple's ongoing saga to get Apple Intelligence out the door, and given the latest fiasco with Siri, I figured I would try to compile all my posts on the matter in one place – for myself if nothing else! (In reverse chronological order.)
March 2025
The Siri Shuffle
Mike Rockwell steps in to clean up Apple’s AI product mess…
M.G. Siegler
Siri’s Quixotic Swim to Hawaii
Apple went for it with AI and came up a couple thousand miles short…
M.G. Siegler
Apple Joins the Navy
They need to find the pirate mentality again…
M.G. Siegler
Apple’s New Vision for Software
iOS, iPadOS, and macOS may be on the verge of a visionOS makeover…
M.G. Siegler
Did Apple Flub an AI Feature, Or Are They Blowing the AI Moment?
Sometimes a delay is just a delay. Sometimes it’s not…
M.G. Siegler
Apple Should Swap Out Siri with ChatGPT
Not forever, but for now. Until a new, better Siri is actually ready to roll — which may be *years* away…
M.G. Siegler
February 2025
The AI Will Come Out Tomorrow
Alexa and Siri struggle to get out the door in the Age of AI…
M.G. Siegler
January 2025
Apple’s Record-Breaking Quarter Was SO BORING
Apple wins as the AI tortoise in a field of scared hares -- for now…
M.G. Siegler
Should Apple Switch Off Siri?
In our Age of AI, Siri continues to embarrass Apple…
M.G. Siegler
December 2024
10 Big Predictions for 2025
One of which may actually happen…
M.G. Siegler
Tim Cook’s Clock
A great interview quietly reveals quite a bit…
M.G. Siegler
November 2024
Wake Up, Apple
With AI, the cadence has changed. Shipping in two years won’t cut it.
M.G. Siegler
OpenAI’s Potentially Massive iOS ChatGPT Upsell
As the integration nears, we see how the (business) model will work…
M.G. Siegler
October 2024
Apple Boosts Their Intelligence
Apple Intelligence in iOS 18.2 beta is fitter, happier, more productive…
M.G. Siegler
Apple Claps Back
Apple Intelligence is about to be an “every day” product, so it needs to be the “best”, fast
M.G. Siegler
September 2024
Apple Balks and Walks from OpenAI Investment
It was an obvious investment that was always potentially problematic; add more chaos into the mix and... poof!
M.G. Siegler
An AI Device with LoveFrom OpenAI
Or: ‘When Jony Met Sam’ -- Also: ‘A San Francisco LoveLetter’
M.G. Siegler
Over-Optimized Apple
Apple got too good at doing what Steve Jobs did…
M.G. Siegler
People Aren’t Buying the Apple Intelligence Hype, Literally
It’s just one report, but it points to the marketing risk/challenge…
M.G. Siegler
Apple Needs an Editor 2
Repeating Steve Jobs’ old points of view is not an actual point of view
M.G. Siegler
Apple’s Tricky Touting of a More Muted Intelligence
‘Apple Intelligence’ may help sell new iPhones, but shouldn’t really, yet
M.G. Siegler
Apple Needs an Editor
Apple events should be TV-length, not movie-length…
M.G. Siegler
The Slow Build to the aiPhone
More delays for Apple’s AI rollout…
M.G. Siegler
August 2024
Apple and OpenAI Now Have a Way for Money to Change Hands
Apple’s investment in OpenAI would effectively be paying for ChatGPT
M.G. Siegler
*Of Course* Apple is Investing in OpenAI
The writing was on the wall -- also it was on Spyglass…
M.G. Siegler
Apple To Ramp Up iPhone RAM... Next Year
Undoubtedly to help bolster the AI push…
M.G. Siegler
A Tale of Two AiPhones
Google and Apple are building the same thing in pretty opposite ways
M.G. Siegler
Apple’s AI-Driven ‘FacePod’ Thing
A perhaps risky project could be Apple’s first real robotics step?
M.G. Siegler
Apple Does What It Does, Without Too Much AI Spend
Which Wall Street will appreciate. We’ll see about iPhone 16 sales…
M.G. Siegler
July 2024
Move Slow and Make Sure Everything Works
Apple’s approach to their AI roll-out is in stark contrast to others…
M.G. Siegler
No Massive NVIDIA Clusters for Apple?
Google TPUs is all you need?
M.G. Siegler
Springtime for Siri in Periphery
As expected, “New Siri” in ‘Apple Intelligence’ will be a 2025 thing…
M.G. Siegler
Apple Set to be in the Room Where OpenAI Happens
Apple entering OpenAI’s boardroom is all sorts of interesting and wild!
M.G. Siegler
As AI Plants Itself Within Apple...
Services, Sales, Solo Loops, & Scrutiny
M.G. Siegler
June 2024
Being Too Early Is Worse Than Being Late
Amazon owned the AI assistant space -- until the space changed
M.G. Siegler
AI is the Feature, Apple Makes the Products
But also: what if Apple *does* need a ChatGPT-like product?
M.G. Siegler
Distribution Runs Thicker...
Meta in talks for ‘Apple Intelligence’ wouldn’t be a huge shock. Maybe.
M.G. Siegler
With AI, is Apple Getting the Vapors?
Dancing with the ‘vaporware’ devil…
M.G. Siegler
Apple’s End Around Emoji
‘Genmoji’ sound fun, and perhaps devilishly clever 😈
M.G. Siegler
Intelligence by Apple 📧
One thing dominated WWDC…
M.G. Siegler
Apple Fails to Overreact to the AI Revolution
A podcast about WWDC…
M.G. Siegler
Can Microsoft Build ‘Apple Intelligence’ in Reverse?
The countdown to ‘Microsoft Intelligence’ feels on. Sorry, OpenAI.
M.G. Siegler
“AI” is Apple’s “Voldemort”
Don’t you say it, don’t you dare…
M.G. Siegler
ChatGPT is Free as in Beer for Apple, Right Now
But let’s see what happens if it proves popular…
M.G. Siegler
Did Apple Just End AI’s First Era?
AI’s performance arms race yields to the product arms race…
M.G. Siegler
ChatGPT Will Test Apple’s Fences
Apple is opening itself up to a lot of gray area with AI…
M.G. Siegler
Why So Siri-ous, Indeed
How new Siri parallels old Siri…
M.G. Siegler
The Voice Assistant Who Cried Wolf
Can Siri meet the moment this time?
M.G. Siegler
6 Syllables, 60 Times
“Apple Intelligence” dominated WWDC
M.G. Siegler
Big Mad Over OpenAI and Apple
Elon Musk rides the ballistic boat down Apple’s river
M.G. Siegler
Apple’s Artificial Approach to ‘Apple Intelligence’
Apple is doing “AI” their way, in ways likely good and well, TBD
M.G. Siegler
Hey Siri, Who Powers You Now?
How Apple might handle their partnership with OpenAI…
M.G. Siegler
As Apple AI Arrives, Will Wall Street Buy It? 📧
‘Apple Intelligence’ is a good name, but it is a good narrative?
M.G. Siegler
Jolting Siri Back to Life
Does OpenAI hold the defibrillator?
M.G. Siegler
NVIDIA’s Last Laugh with Apple
NVIDIA hits $3T market cap and soars past Apple
M.G. Siegler
Apple Opts-In to OpenAI
...and you’ll apparently have to as well
M.G. Siegler
May 2024
Is Siri About to Get a ChatGPT Brain Transplant?
Or simply an augmentation? Or will Apple finally launch ‘Knowledge Navigator’?
M.G. Siegler
Is a Ferret Burrowing Inside Siri?
Putting some pieces together for Siri’s AI upgrade…
M.G. Siegler
Apple Secures Their AI Security Angle
Using the ‘Secure Enclave’ to do AI in the cloud makes sense…
M.G. Siegler
Ready or Not, Here Apple AI Comes
Will slow but not fully steady win the race?
M.G. Siegler
‘The Talk Show’ Episode 400
The Talk Show Episode 400
‘Canadian Girlfriend Vibes’ with M.G. Siegler Daring Fireball
John Gruber If you’d like to hear myself and John Gruber talk about the iPad/macOS hoopla, the Scarlett Johansson/OpenAI hoopla, or just a bit about Spyglass itself, you’ll hopefully enjoy this relatively svelte one
M.G. Siegler
Apple’s Rightfully Boring AI Play
Apple is playing catch up, but doesn’t need to sprint
M.G. Siegler
Thunderstruck or Highway to Hell?
Apple’s AI work nears its big reveal…
M.G. Siegler
Apple’s AI Strategy, At Your Service 📧
The relative calm before the “AI, AI, AI, AI, AI” storm…
M.G. Siegler
April 2024
Might Apple Rock and Pop OpenAI on Stage at WWDC?
Let’s remember 15 years ago…
M.G. Siegler
Reading Between Apple’s Open Source AI Lines...
Apple’s AI Play with M.G. Siegler
What Apple might be up to in the AI space, the robot world, and how the business is doing overall... Big Technology Podcast
Alex Kantrowitz Last week I went on Alex Kantrowitz’s Big Technology Podcast to talk all things Apple. But the majority
M.G. Siegler
Apple Ferrets Out UI for AI
Ferret-UI may help Siri understand iOS app interfacesApple’s Ferret LLM could help allow Siri to understand the layout of apps in an iPhone display, potentially increasing the capabilities of Apple’s digital assistant.AppleInsiderMalcolm Owen This isn’t the first we’re hearing about “Ferret” – an AI project inside of Apple,
M.G. Siegler
Apple Odds & Ends Leading Up to WWDC AI Day
Apple Is Rebooting Its Search for a New Next Big ThingApple’s search for a bold new product category is back on, and it includes a foray into robots. Also: The company is preparing new iPads and accompanying accessories for May; the Vision Pro gets another Personas upgrade; and Apple
M.G. Siegler
March 2024
WWDC24AIAIAIAIAIAI Also, AI
Apple Hints at iOS 18 AI Announcements Coming at WWDC 2024Apple today announced official dates for the 35th annual Worldwide Developers Conference, which is set to begin on Monday, June 10. In its…MacRumorsJuli Clover Happy WWDC Dates Announcement Day to those who celebrate.1 I joke, but there are
M.G. Siegler
Outsourcing the aiPhone – At Least to Start...
Apple Is in Talks to Let Google Gemini Power iPhone AI FeaturesApple Inc. is in talks to build Google’s Gemini artificial intelligence engine into the iPhone, according to people familiar with the situation, setting the stage for a blockbuster agreement that would shake up the AI industry.BloombergMark Gurman
M.G. Siegler
Can’t Innovate Anymore, My AI!
Apple is right not to rush headlong into generative AIOne day the Vision Pro could exploit the technology to the fullThe EconomistThe Economist It feels like The Economist hits all the right points in this clapback on the current wave of Apple backlash: In short, with its market value down
M.G. Siegler
January 2024
Lo! The AiPhone Nears...
Apple Boosts Plans to Bring AI to iPhones
Apple is quietly increasing its capabilities in artificial intelligence... Financial Times
Michael Acton On one hand, all of this feels fairly obvious. Yes, Apple is planning to have AI be a part of the iPhone going forward – just like every company currently
M.G. Siegler