Sep 10, 2024

Apple's Tricky Touting of a More Muted Intelligence

'Apple Intelligence' may help sell new iPhones, but shouldn't really, yet

In his column pretty thoroughly shredding the current state of Apple Intelligence, you can almost hear how annoyed the company is in their statements back to Geoffrey Fowler (with Apple constantly noting that the software is both early and not finished). But, as he explains:

Normally, I wouldn’t bother writing about beta software. But I’m writing about Apple Intelligence now because the company spent more than 15 minutes marketing it during its iPhone 16 launch event. “It marks the beginning of an exciting new era,” said CEO Tim Cook. If Apple wants you to buy a new iPhone for it now, I’m going to independently test what’s available.

I think that's totally fair. And it was the second time in recent months that Apple has devoted a ton of time at an event live-streamed to millions around the world to touting their AI functionality. The difference with yesterday's event – beyond being far too long thanks in part to their recap of Apple Intelligence – was that it will be the basis for what many people use to decide whether or not to pre-order new iPhones later this week. The "real" reviews of the new iPhones won't be out until next week, so all the early-adopters have to go off of are the event and columns like this one.

The good news, I guess, is that Apple isn't shipping their AI products on day one of these new iPhones. But the bad news remains that they're close to rolling out the first such functionality, which will come out next month (at least in the US). And as such, those early Apple Intelligence features in beta testing that Fowler is reviewing here are likely pretty close to what we're going to get.

If I sound skeptical, it’s for two reasons: First, Apple has for years stretched the truth about the real capabilities of its existing AI tool, Siri. Second, I’ve tested many generative AI products that gin up hype but let users down with untrustworthy information or snake oil.

Beyond the marketing bonanza, Apple knows Apple Intelligence isn’t ready. A version with some features will be available “in beta” in October, it says, for those who choose to turn it on. All the promised Apple Intelligence features may not come to regular iPhone 16 and 15 Pro users for weeks or months.

With regard to Siri, yes. This is my single biggest concern about all of this. We've heard for over a decade now about how Siri is going to change everything. Why should we trust Apple this time, in this regard? Because AI? I mean, I hope so. But based on what we're seeing right now, I just don't know.

I've been testing these early AI features too and to be honest, I find them less problematic, but more mundane. Pretty bland table-stakes AI. A few nice-to-have features like generated summaries of web pages and notifications, but it's not the blow-your-socks off demos we're now used to seeing elsewhere in AI. To be clear, I think that is both a good thing and the right approach for Apple to take here. Technology that gives good demos doesn't always translate to making great products. Apple thrives on making great products, not vaporware.

The problem, for Apple, is that none of this stuff – again, the right stuff to focus on in these early days – is worth buying a new phone just to get access to. That (AI) stuff will come later. Some, perhaps, in December. And some, it seems, next year. Apple is walking a very fine and arguably misleading marketing line here.

What that means for anyone considering spending $799 on a new iPhone 16: You might want to hang on until Apple Intelligence figures out the right balance of helpful and nonsense and until we understand its effect on battery life. Until then, an older model or refurbished iPhone will likely serve you just fine and cost less. And next year, they’ll have an even better iPhone to sell you.

This adds to a growing chorus that is highly problematic for Apple's bottom line: not only are the iPhones 16 not worthy of some sort of "supercycle" upgrade year, given all of the above with regard to the AI roll out, many people may do better waiting until next year to upgrade. Yes, it's Apple's job to convince you otherwise. But that feels quite a bit more slippery than normal this year.

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Choose, wisely...