Apple’s failure to crack artificial intelligence remains a major concern for the company. Insiders claim that its inability to get AI right is threatening its dominance in the smartphone market, as well as plans for futuristic products like robots.
In 2018, Apple made a significant move by hiring John Giannandrea, Google’s former head of search and AI groups, to lead its AI efforts. This appointment was seen as a major coup for the company and marked a new era in its AI development. Under Giannandrea’s leadership, teams were deploying advanced AI technology in various apps, including Photos, Translate, and Gmail.
However, Apple’s AI ambitions appear to be stuck in neutral. Despite its early promise, the company’s AI efforts have struggled to keep pace with those of its competitors, such as Google, Amazon, and Microsoft. The rise of more advanced voice assistants has further eroded Apple’s lead in this area, leaving Siri struggling to match the capabilities of others.
The hiring of John Giannandrea was seen as a key step towards transforming Apple into an AI powerhouse, but so far, it has yet to deliver on its promise. As the tech industry continues to evolve, Apple’s inability to master AI will have significant consequences for its future success.
Source: https://www.bloomberg.com/news/features/2025-05-18/how-apple-intelligence-and-siri-ai-went-so-wrong