Apple has repeatedly been subjected to various kinds of negative criticism for its slowness and even, in a sense, randomness in the context of its approach to interacting with artificial intelligence, the main digital functional system at the current stage of the technological evolution of the world in the virtual dimension of the corresponding existential space, but not all the accusations and claims are justified and fully reflect the objective truth.
The mentioned company, based in Cupertino, California, unveiled a new Siri powered by machine intelligence last summer. Then the technology giant delayed its release indefinitely. The practical benefits of artificial intelligence features, which were rolled out by Apple, turned out to be a question rather than a statement reflecting something indisputable and objectively necessary. Criticism of the company for delays related to the integration of AI into its digital ecosystem misses certain aspects of the relevant process as part of the firm’s broader commercial and technological existence.
It is worth noting that the iPhone developer does not demonstrate what could be called indifference towards artificial intelligence. Moreover, it would be fair to say that it is virtually impossible and even dangerous to ignore AI in the context of subsequent consequences, including from the point of view of long-term prospects. Artificial intelligence is a source of tremendous technological power. AI has already demonstrated significant capabilities related to processing huge amounts of information and generating original content. Artificial intelligence can also be used as a working tool in many industries. This aspect of digital cognitive systems means their significant economic potential. The most ambitious futurological forecasts, based on enthusiasm as the main element of the perception of the future in its technological dimension, envisage that over time artificial intelligence may surpass the human mind. Against the background of the huge potential, abandoning AI is highly likely to mean subsequent losses both in terms of functionality and in the context of financial positions. This statement is especially relevant for a technology giant like Apple. Ignoring artificial intelligence by a company in the future will mean a decrease in financial performance and a technological lag behind competitors. AI is the future. Without interaction with digital intelligence, the future of the company will also come as a kind of inevitable truth of continuing life, but in this case, there is a very high risk of meeting a new day on the ruins of former greatness, which has become the past, unable to withstand the challenges generated by the changed relevance of reality. This predictive thesis applies not only to Apple. Technological evolution is becoming an increasingly important component of the historical process of moving the world forward. In the context of the mentioned circumstances, it is fair to say that excessive retrogradicity shapes its supporters to be among the observers of the change of epochs, rather than those who are engaged in this process.
At the same time, Apple is aware of the content of the current condition of the technological environment and is not a company which corporate consciousness is mired in excessive focus on the past. According to some experts, the specifics of the current situation in which the iPhone developer finds itself lies in the fact that customers do not demonstrate a high and especially ultra-high interest in artificial intelligence features in the configuration in which the brand offers it. Anyway, practical benefits are a more important value than just integrating what’s popular to match trends. Last year, Apple launched AI-related ads, which were so negatively received by the consumer audience that the company had to pull the commercial.
Wall Street wants technology firms to actively integrate artificial intelligence into their ecosystems. In this case, investors are guided by the huge potential of AI. Companies satisfy this request at a fast pace, but sometimes there is more action for the sake of action than the formation of a positive result in terms of practical benefits.
Investors are approaching the edge of human patience as part of their expectation of the so-called Apple super cycle. In this case, a technical upgrade is meant, which is enticing enough to encourage consumers to purchase new devices.
At a certain point, Apple began to operate in the paradigm of investor aspirations. In this case, quick action does not lead to a positive result. Artificial intelligence features were delayed. The company has stated that it will roll out the mentioned features next year, even though part of it happened earlier. Apple continues to be one of the most valuable companies in the world. At the same time, opinions are gradually beginning to circulate that the company is lagging behind the cutting-edge achievements at the present stage of global technological progress.
However, it should not be forgotten that currently the world’s perception of artificial intelligence as a kind of process is carried out through the prism of euphoria. This is an example of what can be called intense enthusiasm, which also has a high level of emotionality in its content. Euphoria is sometimes a narrow-minded view that does not take into account several aspects of certain phenomena and processes. It is still unknown to what extent this perception practice concerns artificial intelligence. No one denies that machine intelligence at the current stage of its existence is not the epitome of perfection.
Artificial intelligence models demonstrate a high level of efficiency and productivity, but the good and the ideal as concepts still reflect a different order of things. At the same time, the development of AI continues, and the technology is improving. However, the ultimate limit of artificial intelligence capabilities is still unknown. Promising predictions that machine intelligence will become something like a new form of thinking evolution in the global sense of the corresponding definition still belong to the category of assumptions and cannot be guaranteed as an inevitable reality. The technological environment is dominated by the view that artificial intelligence is a natural phase in the world’s development in the digital dimension, and the AI-powered revolution, which has many forms of manifestation and measurements, is something that must and cannot fail to happen. It is worth clarifying that this case does not imply a revolution in the standard political sense, but rather a global fundamental transformation based on advanced technology. Artificial intelligence, much of which potential has yet to be realized, is in a sense an idea that not everyone agrees with. It is unknown whether AI will become something that will determine the content of reality in a large-scale existential sense. For this reason, what some investors and many experts perceive as slowness on the side of Apple in the area of artificial intelligence may eventually turn out to be rational prudence. But the mentioned thesis is also an assumption and nothing more. As for predicting the prospects of artificial intelligence, in a symbolic sense, at the current stage, it resembles a stream of probabilities, in which attempts to comprehend the potential evolution of digital cognition may drown or are already drowning.
Against the background of market conditions and the conjuncture of the technological environment, Apple nevertheless began to move towards artificial intelligence. The company is known for its attention to detail. Perhaps Apple, which is a $3 billion technology empire, perceives artificial intelligence as a kind of environment where there is no opportunity to think through a product in all its elements, even the most minimal ones. If this assumption is correct, then it explains the slowness of the company or what it seems to be.
Apple is also very sensitive about privacy and security issues. Many developers don’t like iOS due to the concept of a kind of enclosed space. Against this background, the company is facing accusations of monopolism. At the same time, this is the reason why a billion people trust their confidential data to Apple. Obviously, the integration of artificial intelligence into a system of careful corporate control in a symbolic sense can become something like a hurricane in terms of the impact on the established order of things. This does not mean that AI cannot be deployed in the mentioned corporate space, but it means that it will take time before the company will be able to complete the appropriate process.
If Apple strives for excellence, then perhaps in the context of interacting with artificial intelligence, the company will have to compromise with its ideology. The accuracy of AI-powered chatbots is not 100%, and currently, one can only accept this or wait for the indicator to grow, which may happen both very soon and in the distant future. At the same time, such an approach is unlikely to worsen Apple’s market position, since other technology giants, such as Google and Amazon, interact with the same digital thinking systems.
In the paradigm of the opinion that artificial intelligence is necessary and inevitable, the obvious conclusion is that the iPhone developer should hurry up and do it partly in spite of. A more moderate perception of AI does not provide for such urgency, but market conditions in this case will necessarily affect Apple’s performance, including the risk of reducing financial resources.
In addition to delayed features, the tech giant has Apple Intelligence. In this case, it means a set of options powered by artificial intelligence. For example, consumers are offered writing tools to proofread, rewrite, or reformat the text. Also, there is Genmoji which makes custom emojis for use in any app. Moreover, there is a ChatGPT in Siri. The company is expected to announce new AI features this year.
Apple is already participating in the artificial intelligence race, but the pace of implementation of the relevant engagement turned out to be slower than preliminary expectations and did not coincide with the most common opinions about how fast the business should move towards advanced technology.
Last year, in an interview the company’s chief executive officer, Tim Cook clarified some details of the technology giant’s concept regarding artificial intelligence. He confirmed that Apple is in no hurry to begin the history of its presence in the AI market, opting for a measured approach. At the same time, he said, the company plans to integrate artificial intelligence capabilities into its entire product line through software updates. In this context, he separately noted that Apple emphasizes privacy. For this reason, most AI processing in Apple Intelligence, the groundwork of which was laid back in 2017, occurs on users’ devices rather than in the cloud, while more complex tasks are handled by secure regions of the company’s data centers.
Also, during the interview, Tim Cook did not answer the question of whether the technology giant is considering the possibility of developing its own artificial intelligence model. Overall, he had a positive assessment of AI. These statements clearly indicate that Apple is not indifferent to artificial intelligence. At the same time, this does not negate the possibility that the company is afraid of overly rapid action and prefers caution as the main principle instead of radical enthusiasm, which Tim Cook actually hinted at by mentioning the measured approach.
As we have reported earlier, Apple Launches New MacBook Air Models.
