Apple Execs Defend Siri Delays, AI Plan and Apple Intelligence | WSJ

Summary

In this interview, Apple executives Craig Federighi and Greg Joswiak discuss Siri's AI challenges and future. They address delays in the smarter AI-driven Siri, explaining that while they had promising early results, the technology couldn't meet Apple's high reliability standards. They emphasize that Apple is focused on integrating generative AI across its ecosystem, rather than creating a standalone chatbot. The executives also highlight Apple's long-term commitment to AI as a transformative force, acknowledging competition but staying dedicated to delivering high-quality, reliable products that align with Apple's values of privacy and user experience.

Takeaways

• 😀 Apple had a two-phase plan for a smarter, AI-driven Siri, but it didn't meet quality expectations in time.
• 😀 Despite having a working version of Siri with a large language model and semantic search, reliability issues delayed its release.
• 😀 Apple values high-quality standards and prefers not to release a product that doesn’t meet its reliability benchmarks.
• 😀 Apple's mission is to make Siri better than the competition, although it currently doesn't meet that bar.
• 😀 The company’s approach to AI is about integration across the operating system, not creating a standalone chatbot.
• 😀 Apple believes in using generative AI as an enabling technology to enhance various features throughout their ecosystem.
• 😀 There’s a clear distinction between Apple’s AI vision and competitors' chatbot-centric strategies.
• 😀 The long-term vision for AI at Apple is to create transformational technology that impacts both the industry and society for decades.
• 😀 Apple's goal is to make AI so integrated that users don’t realize they're using it, creating a seamless experience.
• 😀 Even though Apple has faced delays, they are confident in their strategy, focusing on building great products and letting that drive success.
• 😀 Apple is not rushing AI features to market; they want to get it right, ensuring customers receive a reliable and high-quality product.

Q & A

Why wasn't the smarter, AI-driven version of Siri released as expected?

The smarter version of Siri wasn't released because, although it had promising initial results, the reliability wasn't up to Apple's high standards. The team determined that it had an unacceptable error rate, which led them to delay its release in order to ensure the product met Apple's quality expectations.

What was the purpose of the two-phase plan for Siri's development?

The two-phase plan aimed to deliver a great version of Siri by first developing a working version of the software to showcase basic capabilities. However, the second phase was supposed to focus on achieving higher quality and reliability, which was not fully realized in time.

What kind of AI model was used for the demo shown in the interview?

The demo shown in the interview used a real large language model and real semantic search capabilities. This was not just a concept or vaporware but actual working software.

Why did Apple choose not to rush the release of the updated Siri?

Apple chose not to rush the release because they wanted to avoid disappointing customers with a product that wasn't ready. They emphasized that it would be worse to release a feature with too many errors, rather than waiting until it was fully reliable and functional.

How does Apple view AI in the context of its long-term strategy?

Apple views AI as a long-term transformational technology that will impact both the tech industry and society. The company aims to integrate AI into its products gradually, ensuring that it enhances user experience without rushing to be the first to market.

What does Apple mean by 'Apple Intelligence'?

Apple Intelligence refers to the integration of generative AI across Apple's operating system, rather than a standalone product or app. It is embedded in the system, enabling features that users might not even realize are powered by AI.

Why has Apple not created a chatbot like its competitors?

Apple decided not to create a standalone chatbot, opting instead to provide users access to ChatGPT, which they believe to be the best solution. Apple's strategy focuses on integrating AI across the operating system rather than creating isolated chatbot experiences.

How does Apple's approach to AI differ from other companies?

Apple's approach to AI is to embed it as a foundational technology across its ecosystem, rather than focusing on standalone products like chatbots. This allows users to benefit from AI in a more integrated and seamless way.

What are the expectations surrounding Siri and Apple’s AI efforts?

Many people expect Siri to be on par with or better than the competition. Apple acknowledges this expectation but is focused on delivering a version that aligns with its high standards of privacy and integration, rather than rushing out a product prematurely.

How does Apple assess its current position in the tech industry?

Despite some sentiment that Apple is on the back foot, Apple executives feel optimistic about the company's position. They are confident in their ability to create great products and believe that if they focus on product excellence and effective communication, everything else will fall into place.