Overview
Apple executives Craig Federighi and Greg Joswiak discussed delays in releasing a smarter, AI-driven Siri, emphasizing their focus on quality and integration across their operating systems. They outlined Apple's unique approach to AI, the reasoning behind their decisions, and their long-term confidence in their strategy.
Siri Development and Delays
- Apple planned a two-phase architecture for an updated Siri, demonstrating basic capabilities at a recent conference.
- The initial version worked for basic tasks but lacked reliability for open-ended, user-driven scenarios.
- A working prototype used real large language models and semantic search, not just staged demos.
- Apple delayed release because the internal quality standard and error rate were not met.
- Executives insisted they would rather delay than launch a subpar product, prioritizing user trust.
Apple’s AI and Siri Strategy
- Executives acknowledged expectations for Siri to match or exceed competitors, confirming this remains Apple’s mission.
- The next version aims for a deeply integrated, personal, and private experience across Apple devices, not just a chatbot.
- Apple is not announcing new release dates until confident in the product’s readiness.
- Apple Intelligence is being built as an enabling technology, powering features natively instead of as a standalone app.
- The company opted to provide access to external chatbots like ChatGPT, while focusing on seamless feature integration.
Market Position and Company Philosophy
- Apple sees AI as a transformative wave, akin to the internet or mobile technology.
- The company aims to lead by making AI features invisible but impactful throughout its ecosystem.
- Executives expressed confidence in Apple's current position, referencing past experiences of ups and downs.
- They cited Steve Jobs’ philosophy: making great products and communicating about them leads to long-term success.
Decisions
- Delay Siri upgrade launch: Chose not to ship the new version until quality standards are achieved.
- Integrate AI across OS: Decided not to create a separate chatbot app, but embed AI features throughout the system.