When Apple announced its shift toward “intelligence,” expectations were sky-high. Apple, known for taking time to refine technology into game-changing experiences, promised to redefine how we interact with AI. Yet here we are in 2024, and Apple Intelligence feels rushed—more like an attempt to join the AI conversation than a true leap forward.
From Siri’s sluggishness to AI features that feel like minor upgrades, Apple’s approach to intelligence has left many—myself included—underwhelmed. Here’s why it feels like Apple missed its usual magic, how competitors like ChatGPT are pulling ahead, and what Apple needs to do to reclaim its reputation as the master of making cool things even cooler.
Table of Contents
1. The Promise of Apple Intelligence
Apple’s ecosystem has always been its crown jewel, offering seamless integration, beautiful interfaces, and a privacy-first approach. So, when Apple started hyping up “intelligence,” many of us assumed it would mean AI-powered tools that were not just functional but delightful—technology that truly worked for us. And with the launch of iOS 18, it felt like we were about to enter a new era.
Instead, what we’ve gotten feels incomplete. It’s as if Apple jumped into the AI race to stay relevant, but without taking the time it usually does to polish its offerings. Features like on-device learning and context-aware suggestions sound impressive on paper, but in practice, they feel half-baked (see the Apple Intelligence landing page here).
2. The Letdown: Where Apple Falls Short
Siri: Still a Step Behind
Siri’s slow response times and inability to handle context have long been its Achilles’ heel. While other assistants like Google’s and ChatGPT engage in natural, conversational exchanges, Siri feels outdated.
Apple had a chance to reinvent Siri as the centerpiece of its AI strategy, but instead, it delivered an experience that feels incremental at best. It’s clear Apple wanted to get something out the door—but why not take a little longer to build a Siri that truly delivers?
Incremental AI Features
While Apple has added AI touches like Live Text and smart photo suggestions, these updates don’t feel like breakthroughs. They’re useful, sure, but they lack the “wow” factor that makes you feel like Apple is leading the pack.
Again, this feels rushed—like Apple wanted to say, “We’re doing AI too!” without the thoughtful execution it’s known for.
3. Competitors Are Winning the AI Race
OpenAI and ChatGPT: Setting the Standard for AI Interaction
The AI world has been transformed by OpenAI’s ChatGPT, which redefines what conversational AI can achieve. Its ability to deliver dynamic, contextual, and human-like responses has set a new gold standard. With ChatGPT, I can brainstorm, ask follow-ups, and even get in-depth analysis—all in real time.
This is the experience I want from Siri. While Apple’s collaboration with OpenAI is promising, it feels underdeveloped. Siri still doesn’t match the seamless, conversational depth of ChatGPT, leaving Apple Intelligence feeling like a missed opportunity.
Google and Alexa: Reliable but Familiar
Google Assistant and Alexa, while solid, now feel like steady players rather than disruptors. Siri should have aimed higher—not just to match them but to surpass them.
4. What Apple Needs to Do to Reclaim the AI Spotlight
1. Take Its Time
Apple’s strength has always been in taking existing technology and making it extraordinary. Instead of rushing to release half-baked features, Apple should slow down, dig deeper, and create an AI experience that’s truly transformative.
2. Build on Generative AI
Generative AI is the future, and Apple should embrace it. Imagine Siri powered by Apple’s ecosystem, capable of understanding context and delivering personalized, meaningful responses that rival ChatGPT.
3. Combine Privacy with Power
Apple’s privacy-first approach is one of its biggest advantages. By blending that with cutting-edge AI, Apple could create tools that are not just powerful but also trustworthy—something no other company has fully achieved.
4. Reimagine Siri
Siri needs to be more than just a voice assistant. It needs to be a conversation partner, capable of understanding follow-ups, remembering context, and offering real solutions. Apple should aim to make Siri feel like a true extension of the user’s mind.
5. Conclusion: Can Apple Intelligence Still Wow Us?
Apple’s trademark has always been taking time to refine technology and deliver something extraordinary. But with Apple Intelligence, it feels like the company rushed to the AI stage without fully preparing. The result? Tools and features that feel incomplete, leaving us wanting more.
Apple could have taken six more months—or even longer—to deliver a groundbreaking AI experience. Instead, Siri feels stuck in the past, and Apple’s absence in generative AI leaves it lagging behind leaders like ChatGPT.
That said, Apple has the tools and talent to turn this around. If it slows down, refocuses, and prioritizes quality, Apple Intelligence can still wow us—but only if it lives up to its own high standards.
Here’s hoping that the next iteration of Apple Intelligence isn’t just an attempt to stay relevant but a true leap forward.
