Apple’s effort to catch up in artificial intelligence hit a major snag, even after snatching Google’s AI chief John Giannandrea in 2018. Seven years later, internal reports reveal a company struggling to keep pace with rivals like Google and OpenAI.
The buzz around Apple’s AI revival fizzled fast. A Bloomberg report paints a picture of frustration and missed chances as Apple grapples with delayed AI features, internal discord, and a rigid privacy stance that’s slowing innovation.
Apple’s AI Journey: From High Hopes to Harsh Reality
When Apple hired John Giannandrea, who led Google’s AI and search teams, it seemed like a power move. Giannandrea had a proven track record: spearheading AI improvements in Google Photos, Translate, and Gmail, and helping build Google’s dominance with DeepMind.
But things didn’t go as planned. Despite the hype in 2018, Apple’s AI initiatives have struggled to take off. The launch of ChatGPT in 2022 blindsided Apple, showcasing just how far behind they were. Meanwhile, Google quickly bounced back, maintaining its edge in AI technology.
The latest setback? Apple’s revamped Siri, which was supposed to be smarter and more context-aware, got delayed indefinitely after early tests showed many promised features didn’t work. Even Apple’s own SVP of software, Craig Federighi, was shocked by the beta version’s shortcomings. This delay triggered class-action lawsuits from disappointed iPhone 16 buyers expecting AI enhancements that might never arrive.
A Culture Clash and Privacy Roadblocks
Inside Apple, opinions are blunt. One AI team senior member called the situation “a crisis,” while another compared the company’s AI efforts to a “foundering ship.” Apple’s notorious focus on privacy is both a badge of honor and a ball and chain here.
With over 2.35 billion active Apple devices worldwide, the company’s commitment to strict data privacy means AI researchers can’t tap into customer data freely, unlike competitors like Google and Meta. This leaves Apple relying heavily on licensed third-party datasets and artificial “synthetic” data, which may not match real-world complexity.
The hiring of Giannandrea also hit a snag culturally. Sources say he struggled to fit in with Apple’s core executives and wasn’t “hands-on” enough, leading to leadership doubts. Eventually, Apple CEO Tim Cook took control away from Giannandrea for product development, including Siri and robotics programs.
Missed Signals and Internal Resistance
Apple’s AI troubles didn’t start yesterday. Back in 2014, senior execs pushing for stronger AI integration hit a wall with Federighi, who wasn’t sold on AI’s future importance. Several insiders say “a lot fell on deaf ears,” delaying Apple’s AI focus for years.
It wasn’t until Federighi personally experienced ChatGPT’s capabilities that he demanded AI features flood the 2024 iPhone update, iOS 18. But by then, Apple was playing catch-up on multiple fronts.
The company did try buying smaller AI startups to boost its capabilities, but this patchwork approach couldn’t close the gap fast enough.
Looking Ahead: Apple’s AI in iOS 19 and Beyond
Despite the setbacks, Apple isn’t giving up entirely. Sources indicate a pivot to improving existing “Apple Intelligence” features in the upcoming iOS 19. Expected announcements at next month’s WWDC include:
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An AI-optimized battery management system
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A virtual health coach
Apple plans to separate the “Apple Intelligence” brand from Siri, even as it works on its own large language model for the assistant.
Also notable: Apple will stop unveiling AI features too far ahead of launch, after last year’s premature WWDC demos turned out to be just mockups. This new strategy aims to manage expectations better.
Apple’s AI woes offer a rare glimpse into the company’s struggle to evolve quickly in an era where AI is rewriting the rules. The firm’s hardware excellence remains undeniable, but the software side is facing growing pains that could shape its future products — from AR glasses to robotics — for years to come.
