As a billion-dollar company with one of the most recognizable brands in the world, I don’t think Apple has anything to worry about. But when I looked at the results of a recent survey I conducted, asking you, dear readers, if you use Apple Intelligence, the results made me groan an “ooh.”
Indeed, 96% of respondents chose the option “no, it’s not for me”, leaving only 4% of them choosing “yes, it’s pretty good” as their answer.
Yet I never really use Apple Intelligence enthusiastically. I keep the notification summaries just for fun, even if they’re not exactly the most accurate. Sometimes the summary misreads a group of notifications and comes up with a few words that spark a feeling of dread or panic in me until I properly open a message or email and discover that everything is fine.
But I’m just a tired man who’s perhaps a little bored of telephones; those of you who are more actively engaging with the latest smartphone software features may be demanding a lot more from AI tools. And it seems to me that Apple is still doing its iPhone users a disservice.
“Apple can’t figure out its AI strategy to save its life,” said one commenter calling themselves “laughfactory.” “I love Apple products, but they fall WAY short of AI.”
I’d say the commenter is right, and with such a high percentage of people not looking favorably on Apple Intelligence, I’d also say Apple has reason to be a little embarrassed, even if it’s unlikely to be stung by such a failure in any significant monetary way.
And as there’s a movement toward “AI phones” and other truly intelligent technologies, I think Tim Cook and his team in Cupertino should be a little concerned that Apple might be left behind in the AI world.
There is hope on the horizon with the announcement that Apple will leverage Google Gemini to give Siri and Apple Intelligence a boost in intelligence, but that hasn’t happened yet. And now that there’s a rumor that iOS 27 may be delayed, Siri could soon become one of Apple’s biggest embarrassments.
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