Intelligence by Apple 📧

One thing dominated WWDC...

Hello to all the new subscribers coming in through the barrage of WWDC thoughts and analysis. I'll try to distill it all below, but everything both before and after Monday's keynote is captured on this page as well.

The main things I take away from WWDC I broke down in four columns this week – two free, two paid. First and foremost, the attempt to pivot the narrative from "AI" – a phrase Apple would only utter to quip against it – and "Artificial Intelligence" – something all employees are clearly being told not to use anymore – is very, very Apple. Remember, there is no "VR" or "XR", it's "Spatial Computing". But I think their attempt to reframe this narrative is smart. Because they're not even attempting to win an arms race here (which, to be clear, they likely could not win, at least not anytime soon). They're trying to come up with ways that people will actually use the technology. Products, not just performance.

All that said, I remain pretty skeptical of what Apple can and will do with Siri here. Simply because of well, history. The technology underneath may be different, but we've been made promise after promise – over more than a decade – before. And the fact that we're months – if not a full year – away from some of what was showcased just makes it hard to know much of anything right now. Clearly, Apple is talking about a lot of this outside of their comfort zone. But they also didn't have much of a choice.

And that choice appears to have paid off, quite literally. After an initially muted response from Wall Street, Apple's stock came roaring back to life this week, overtaking Microsoft to become the most valuable company in the world once again. There's a three-way race going on right now in real-time between those two and AIDIVN – sorry, NVIDIA (I can't be the first person to do that, right? Right?!). May the best AI narrative win.

Microsoft's seems... in some trouble all of a sudden! The new "Recall" feature being baked into Windows was being touted as the crown jewel of "Copilot+ PCs". Now it seems more like a cursed stone. Recall, you'll recall, was recalled. And that plus Apple's smart positioning around user data and security has me thinking Microsoft may have to pivot their AI strategy already to get in line with what Apple is doing. Interestingly, they might do that by running Apple's playbook in reverse. And it's not yet clear who will end up more mad at whom: Microsoft or OpenAI?


One more thing: after a number of requests, I'm trying to denote where I'm linking to posts that are behind a paywall with (💰). This is subject to change, just trying to see how it looks for now.

Thanks for the feedback, everyone. Keep it coming.

🌍
Sent from London, England

WWDCAI

The "AI" stands for "Apple Intelligence" because of course it does... Here are some posts I wrote post-WWDC keynote (more leading up to the event here):

Apple’s Artificial Approach to ‘Apple Intelligence’
Apple is doing “AI” their way, in ways likely good and well, TBD
Big Mad Over OpenAI and Apple
Elon Musk rides the ballistic boat down Apple’s river
6 Syllables, 60 Times
“Apple Intelligence” dominated WWDC
The Voice Assistant Who Cried Wolf
Can Siri meet the moment this time?
Why So Siri-ous, Indeed
How new Siri parallels old Siri…
ChatGPT Will Test Apple’s Fences
Apple is opening itself up to a lot of gray area with AI…
ChatGPT is Free as in Beer for Apple, Right Now
But let’s see what happens if it proves popular…
“AI” is Apple’s “Voldemort”
Don’t you say it, don’t you dare…
Apple Fails to Overreact to the AI Revolution
A podcast about WWDC…

⭕️ The Inner Ring ⭕️

The following are the columns sent to paid Spyglass subscribers this week – sign up here for full access and future emails...

Did Apple Just End AI’s First Era?
AI’s performance arms race yields to the product arms race…

With 'Apple Intelligence', the company focused what you can actually do with AI...

Can Microsoft Build ‘Apple Intelligence’ in Reverse?
The countdown to ‘Microsoft Intelligence’ feels on. Sorry, OpenAI.

With security concerns lingering, Microsoft may have to pivot their AI strategy...


Quotable...

"The stores require a maniacal focus on the customer experience, through the eyes of a merchant. The answer does not lie in data, but in the stores."

-- Former Starbucks CEO Howard Schultz on how you turn around the sales slump at the coffee chain. It's the same basic story (and general idea for how to fix it from Schultz) that happens every few years. Might I suggest looking to what James Daunt is doing with Barnes & Noble (and Waterstones before that)?


Some Thoughts On...

🧠 Microsoft recalls that Recall should be opt-in...

😖 ...and then recalls Recall entirely – a Total Recall, if you will

🤖 How OpenAI's partnership with Apple could have worked

🌋 How Paramount's deal with Skydance could have worked


Quickly...


More Missives...

Roaring Pity
Has the game stopped?

The games have gone sinister...

You Are Not Serious People
National Amusements, indeed

The end of Paramount/Skydance -- for now...

We Shall Buy Alamo Drafthouse, Sony Decrees
This return to the form of early cinema was probably always inevitable…

The first (of many?) movie theaters to be owned by movie studios (again)...

Is Disney Forcing It?
‘The Acolyte’ looks to be in trouble…

Episode 3 of 'The Acolyte' was a trainwreck...


Dune Two Things...

Ethan Robinson upgraded to the new iOS 18 beta (apps where ever you want! with tinting as ugly as you want!) and made a lovely looking Dune-related homescreen. Then in walked Kory Westerhold...