The article discusses Apple's struggle with its AI assistant, Siri, which, despite initial promise, has become less favorable compared to competitors. The tech giant's anticipated Apple Intelligence was intended to revamp its AI image, but delays threaten to reinforce perceptions that Apple struggles with AI development at a pivotal moment in the industry. Despite these challenges, Apple is vocally promoting its AI advancements and has prepared its ecosystem to support upcoming features. However, there is growing concern regarding the effectiveness of their marketing versus actual product performance.
Apple's hype machine sang out the coming benefits of Apple Intelligence loudly. While the choir sang, teams inside the company made progress on preparing the company's ecosystem for the new AI features.
We know that Apple recognizes the importance of AI. That's why the company has been promoting Apple Intelligence so urgently in nearly all its hardware advertising.
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