Apple knows that AI is not what people really want, but can’t say

If you think Apple’s WWDC 2025 is a bit brighter for AI, then you are not alone. While meetings such as Google and its competitors of its annual I/O keynote are basically breathless, Apple has taken a more modest approach when it comes to launching new Gemini features, models and video generation tools. This year, we have received a new AI health coach, visual intelligence, for more agents, multi-mode AI to view your iPhone screen, and everyone’s favorites – the new Genmoji. One thing that didn’t appear on the shortlist was the promised AI Siri update Apple was supposed to be the core of Apple Intelligence last year.

If you’ve been following the legend you may have noticed that no promotion has occurred. Since then, Apple has delayed the launch of its AI soft Siri, making some wonder if Apple has the firepower to actually use AI chatbots and the large language models (LLMS) that power them, or AI Image/Video Generative tools, and use them. Although I’m sure Apple would rather not solve these problems, executives didn’t sneak away from the developer meeting without addressing the AI ​​elephant in the room.

https://www.youtube.com/watch?v=ntlk53h7u_k

“We want to do this the right way,” Craig Federighi, senior vice president of software engineering at Apple, said in an interview with the Wall Street Journal. When asked exactly when The correct way is to appear, Federighi has less authority. “We want to make sure we have a lot of people in the hands of before we start talking about the date for obvious reasons,” said Federici. It’s a little late for this, but it’s very smart. Apparently, Apple is under a lot of pressure to provide AI capabilities through Apple Intelligence, and given the rhetoric (and money) explosion around AI, it is not surprising, but the most interesting thing is not the pressure. This is the source of stress.

As I wrote before WWDC started, in many ways, Apple’s Siri stumbled upon, and the AI ​​problem works outweighed the results. That said, people don’t necessarily care about AI features, so Apple probably doesn’t – or doesn’t care, because it doesn’t care about kicking them out. Of course, it doesn’t really say it for the optical reasons I’ve already mentioned. Despite the collective shrug of the consumer side, investors are still paying attention, which may be why Apple’s stock fell immediately after its keynote speech in the middle of AI-Light’s WWDC year. But the fact remains: AI, while still on the roadmap, has not sold the hardware instead of going bankrupt.

Call me a skeptic, but I don’t think AI Siri is the decisive factor for most people rushing to buy this year’s iPhone. It will be the camera; it will be a thinner form factor; they need a new phone and simply can’t think of the idea of ​​switching to Android and getting burned by the messaging app. If Apple cares about AI now and now, it will be the result of consumers rather than market forces.

That being said, Apple may need to care about AI in the near future. Generating AI and LLM is progressing quickly, and while skeptical about AI capabilities, I haven’t ruled out the watershed of AI on my phone or laptop. I also didn’t rule out that although it was “behind” when it launched the Apple Intelligence feature, it might actually come from Apple. Federighi said in a conversation with Techradar:

“When we started with Apple Intelligence, we were very clear: it wasn’t just about building a chatbot. So when some of these Siri features I mentioned didn’t appear in, people were like, ‘What happened, what was Apple? I thought you would give us your chatbot. It was never our goal, not our main goal.”

To be sure, this may be a confusion or excuse, but I tend to give Federici the benefit of questioning here, as Apple has a record of raising work. Some of Apple’s polishes have faded over time, but entering a field (such as smartwatches) has worked it out more than once, and AI could be the ideal stage to make the strategy work again. Google may have a lot of AI features, and Samsung also has a lot of features, but the real useful features are arguable. The circle to search is the closest thing I can point out, and I don’t know if it’s worthy of prescribing the AI ​​revolution.

Perhaps patience, progress and forward-looking will make AI capabilities any of Apple’s features Do The release is actually worth it, or maybe the AI ​​phone is a fashion, and Apple can rest assured that it doesn’t transfer all its resources to pushing the wrong boulder onto the mountain. It’s hard to say what the future of AI and all the devices it’s pushed into actually has, but if I can’t do one thing, it’s the rules Apple stands out from the equation. Perhaps not caring isn’t the ideal way to bring you the biggest AI capabilities in the shortest time, but this is probably the best way to bring you something that actually uses.