Apple stands for innovation and technological excellence. With each new iPhone generation, users expect new features that justify the purchase of a new device. But with the introduction of Apple Intelligence in iOS 18, Apple could break this pattern—albeit not to the company's advantage. According to renowned analyst Ming-Chi Kuo, Apple's new AI features aren't powerful enough to entice customers to upgrade. Furthermore, the delay of key Siri features is causing disappointment and could negatively impact iPhone sales in the coming years.
With iOS 18, Apple introduced its own interpretation of artificial intelligence. Apple Intelligence was supposed to make Siri more intelligent and elevate the user experience to a new level. But the reality is different. The promised improvements haven't materialized, key features have been postponed, and market sentiment is becoming increasingly skeptical. Analysts and experts believe that Apple itself has realized that its AI strategy isn't delivering the desired effect.
Apple Intelligence: Big announcements, little substance
When Apple unveiled its AI features in iOS 18, expectations were high. Siri, in particular, was expected to benefit from the advances and become significantly more powerful thanks to Apple Intelligence. But therein lies the problem. The planned innovations, including "Personal Context" and "App Intents," have been postponed indefinitely. Apple itself vaguely speaks of an introduction "next year" without giving a specific date. This delay has caused resentment in the tech community. Experts like John Gruber criticize that Siri, despite years of development, still lags behind the competition. While companies like OpenAI, Google, and Anthropic are continually improving their AI solutions, Apple is struggling to make its previously announced features usable.
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Lack of innovation slows iPhone sales
Normally, major technological leaps cause customers to upgrade to a new iPhone. But this is precisely the effect that Apple Intelligence is failing to achieve. As early as July 2024, Ming-Chi Kuo predicted that expectations for Apple's AI capabilities were too optimistic. This assessment has now been confirmed. According to Kuo, Apple has long recognized the disappointing performance of its AI technology and has provided suppliers with conservative forecasts for iPhone sales in 2025. This reluctance is also reflected in the general market sentiment. While Apple Intelligence was seen as a potential driver for new upgrades, the current development is causing more hesitancy among customers. The delay of the Siri features hits Apple at a critical point. The launch of the new iPhone generation could be slowed by growing skepticism surrounding Apple Intelligence. If customers are unsure whether the advertised features actually work as promised, they will be less inclined to buy (via X).
Apple reacts – but is that enough?
Apple appears to be aware that the current development is problematic. The company has, as a precaution, reduced production numbers for upcoming iPhone models and is more cautious than usual regarding delivery forecasts. This measure suggests that Apple itself does not expect high demand. The question remains how Apple will deal with the growing criticism. Competition in the AI field is developing rapidly, and Apple must prove that it can keep up. Whether the company will find short-term solutions to the current problems or whether the weaknesses of Apple Intelligence will further damage the company's reputation remains to be seen.
High expectations, disappointing reality: Apple's AI dilemma
Apple raised high expectations with the introduction of Apple Intelligence and the promised further development of Siri. However, delays, underdeveloped features, and a lack of innovation have led to a shift in sentiment. Analysts like Ming-Chi Kuo are convinced that Apple itself has recognized its weaknesses and has already adjusted its sales forecasts as a precaution. For customers, this means they should carefully consider whether an iPhone upgrade in the near future really makes sense. If Apple fails to improve its AI strategy and elevate Siri to the level of its competitors, this could have long-term consequences for the brand. The next few months will be crucial to determine whether Apple can turn things around or continue to fall short of expectations. (Photo by Unsplash / Patrick Fore)
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