In a candid expression of discontent, John Gruber of Daring Fireball vocalizes significant concerns regarding Apple’s delayed rollout of its highly anticipated personalized Siri features. This critique, emerging from a figure with over two decades of experience writing about Apple, underscores a critical moment for the tech giant, renowned for its innovative prowess and market leadership.
A Shift from Solvency to Credibility Crisis
“Keynote by keynote, product by product, feature by feature, year after year after year, Apple went from a company that you couldn’t believe would even remain solvent, to, by far, the most credible company in tech,” Gruber asserts in his piece titled “Something Is Rotten in the State of Cupertino.” His commentary highlights a trajectory of remarkable recovery and success that Apple has charted over the years. However, he argues, “But their credibility is now damaged. Careers will end before Apple might ever return to the level of ‘if they say it, you can believe it’ credibility the company had earned at the start of June 2024.”
The Real Issue: Promising What Isn’t There
Gruber points out that the issue isn’t merely about Apple being late on AI developments but about the company setting expectations based on untruths. “The fiasco here is not that Apple is late on AI. It’s that Apple pitched a story that wasn’t true, one that some people within the company surely understood wasn’t true, and they set a course based on that,” he elucidates. Such situations highlight a deeper problem within corporate strategies, where the pitch becomes more critical than the actual product readiness.
The ‘Conceptual’ Feature and Its Impact
The real bone of contention for Gruber lies in the presentation of the personalized Siri features during the last WWDC, which he outrightly calls “bullshit.” He argues, “What Apple showed regarding the upcoming ‘personalized Siri’ at WWDC was not a demo. It was a concept video. Concept videos are bullshit, and a sign of a company in disarray, if not crisis.” His frustration is palpable as he notes the absence of actual, demonstrable progress since that announcement, a misstep that, in his view, should have been a major red flag to all involved.
A Cultural Shift at Apple?
Drawing conclusions from the ongoing situation, Gruber does not mince words about the potential implications for Apple’s internal culture, dominated by a commitment to excellence and accountability. “Tim Cook should have already held a meeting like that to address and rectify this Siri and Apple Intelligence debacle. If such a meeting hasn’t yet occurred or doesn’t happen soon, then, I fear, that’s all she wrote. The ride is over. When mediocrity, excuses, and bullshit take root, they take over,” he cautions.
This situation serves as a pivotal moment for Apple, which has long been regarded as a beacon of innovation and reliability in the tech industry. The unfolding narrative around the delayed and possibly misrepresented Siri enhancements could well be a turning point, challenging the company to reassess its approach to product development, consumer expectations, and corporate integrity.
Looking Forward
As Apple continues to navigate through these turbulent times, the tech community and consumers alike will be watching closely. The outcome of this debacle may very well shape the future of how tech companies manage public expectations and internal project development. For Apple, regaining lost credibility will be crucial, demanding a renewed focus on transparency and delivery, aligning promises with actual technological advancements.