Apple's AI team's alleged internal moniker stirs controversy: Is it too harsh?
Apple's AI journey has been a rocky one, with the tech titan slow on the uptake compared to rival tech giants like Samsung and Google. When Apple finally entered the fray last year, it tried to spin its offering as some sort of groundbreaking AI revelation, dubbing it 'Apple Intelligence'. But the clever marketing ploy didn't save Apple from the looming critique that quickly followed.
One of the most significant blows came with the withdrawal of its news alerts function, leaving users questioning the efficiency and reliability of the AI-powered tool. More recently, Apple announced a delay in the next round of Siri AI enhancements until next year, adding fuel to the fire. It's no wonder that the division responsible for this less-than-stellar performance is being ridiculed, even within the company itself.
Sardonically referred to as 'AIMLess' by some Apple employees, the division has been under fire for its slow progress in the AI race. Critics argue that the delay was a result of the division's leadership style. To address this, Apple recently removed AI boss John Giannandrea from the Siri AI project and replaced him with Craig Federighi, known for his brisk, demanding leadership style.
Rumors abound that there was animosity between the software and Siri teams, reaching a boiling point when even the release of OpenAI's ChatGPT in 2022 failed to stir a sense of urgency among the Siri team. Federighi's team, on the other hand, began exploring large language model use cases for the iPhone during this time.
Perhaps the mockery is a tad harsh, though. The AI space has felt directionless over the past couple of years as tech giants grapple to find genuinely useful applications for AI in mainstream use.
Cynics might argue that Apple has been intentionally late to the party, playing it safe by letting other companies take the risks and make the mistakes while it watches to see how consumers react. This cautious approach is evident in Apple's slow entry into the foldable market, with the rumored 'folding iPhone' and 'folding iPad' still merely whispers.
To be fair, rushing into AI like Google, Meta, and others could have left Apple with a few more brand embarrassments under its belt. As new leadership takes the helm, we'll have to wait and see if Apple's approach to AI will undergo a much-needed transformation. Until then, at least there are some great deals on the latest M4 MacBook Air to keep us entertained.
- To revamp the struggling AI division, Apple replaced John Giannandrea with Craig Federighi, known for his efficient and demanding leadership style in the design and layout of User Interface (UI) and User Experience (UX).
- The new Creative Art team is exploring the use of large 3D models and machine learning for the iPhone's poster design, aiming to provide a more immersive and captivating user experience.
- Amidst the delay in the next round of Siri AI enhancements, the division is also working on integrating the logo and color scheme of the AI assistant into a cohesive and streamlined user interface.
- In an effort to find genuinely creative applications, Apple is closely following the developments in the field of Technology, particularly in the areas of Artificial Intelligence, Machine Learning, and Design.
- In light of the controversial AI performance, consumers are looking forward to the possible transformation in Apple's approach to AI, hoping for a more reliable and groundbreaking experience in the future.
