Apple has long been celebrated for its ability to perfect ideas that others introduced first. However, with the launch of Apple Intelligence, the tech giant seems to have stumbled. While other companies like OpenAI and Google are charging ahead with AI advancements, Apple’s approach feels underwhelming and incomplete. Let’s explore four reasons why Apple’s foray into AI hasn’t met expectations.
1. A Drip-Fed Release Strategy Hurts the Hype
Instead of launching Apple Intelligence with a comprehensive set of features, Apple opted for a staggered release schedule. While this strategy works in beta testing, it does little to build excitement for a mainstream release.
Apple initially rolled out a barebones version in September, followed by a small update in December. However, these updates failed to deliver the buzz that usually accompanies Apple innovations. The gradual rollout has left users unimpressed, especially since comparable AI tools—like ChatGPT—already offer robust capabilities. Many potential users haven’t bothered to update their devices, as Apple Intelligence currently offers little they don’t already have access to.
2. Misplaced Focus on Gimmicky Features
Apple’s advertising strategy for Apple Intelligence has been surprisingly off-target. Instead of showcasing groundbreaking tools, ads have emphasized Genmoji, a feature allowing users to create custom emojis.
While Genmoji might appeal to some, it’s hardly the transformative tool that users expect from Apple’s AI efforts. Meanwhile, more practical features like proofreading and rewriting text—which have clear utility—take a backseat in marketing campaigns. This misstep makes Apple Intelligence look like a toy rather than a serious tool, disappointing those looking for substantive innovations.
3. Siri’s Persistent Shortcomings
Perhaps the biggest letdown of Apple Intelligence is its failure to address Siri’s long-standing issues. Siri has lagged behind competitors like Alexa and Google Assistant for years, and the release of Apple Intelligence was the perfect opportunity to give it a much-needed overhaul. Unfortunately, Siri remains frustratingly inadequate.
Users still experience misinterpretations and poor functionality when performing even basic tasks. For example, asking Siri about a message you sent might result in an irrelevant response about Apple Cash availability—a clear indication that the assistant struggles with context. While Apple plans to revamp Siri by March 2025, its current state reflects poorly on the entire Apple Intelligence initiative.
4. Competitive AI Solutions Are Already Superior
Apple Intelligence faces stiff competition from well-established AI platforms like ChatGPT, which offers robust functionality on macOS and iOS. Users can access features like text generation, summarization, and brainstorming without waiting for Apple’s staggered updates.
Instead of setting itself apart, Apple Intelligence seems to be chasing trends without fully delivering on its promises. This approach undermines the excitement around its release, especially for those accustomed to Apple’s reputation for innovation.
Looking Ahead
Apple’s deliberate approach to rolling out Apple Intelligence could pay off in the long run if it ultimately delivers a polished and groundbreaking product. However, the current implementation leaves much to be desired.
For now, Apple Intelligence feels like an unfinished experiment, missing the mark on both functionality and user engagement. If Apple hopes to compete in the rapidly evolving AI space, it must refocus on delivering meaningful features—starting with an overhaul of Siri—and abandon its reliance on gimmicky distractions like Genmoji.
