Getting it right
With platforms that have arguably become the best devices on which to run and build AI, Apple is under great pressure to prove it can also provide AI services people will trust and use, while retaining the essential simplicity of the Apple user experience.
For good or ill, the importance of AI will only grow in the coming years, meaning Apple is under serious pressure not just to deliver something good, but also to deliver something that satisfies expectations. The millions who have waited since 2024 for some of the promised Siri features will be less likely to forgive the company if it ships anything unremarkable. This is a high-pressure moment that could even be existentially decisive for the firm.
It’s possible those high stakes will work in Apple’s favor. That’s because the long wait and wide reporting of problems Apple faced, which means that interest in whatever it does come up with will be very high.
