Please. Apple was completely taken off guard here. It’s not rope -a-doping anyone. Apple was focused on the vision pro and how to keep people buying its iPhones and bad tv services. Apple was out to lunch. It wants to have a competing product I’m sure, and it will but for those paying attention apple has been losing is shine.

Whenever apple’s version of generative ai gets released make no mistakes it will serve to further lock in its users. It will rename standard concepts and features, tell people that they care about privacy and somehow upsell users on it and I’m sure a dongle will be involved somewhere.

This whole white knight belief throughout the tech world about how Apple is going to swoop in and ‘save’ us with its apple-ness is so tired and frustrating and frankly not true.

While apple uses ai in its products it hasn’t really been selling users on ai. It hasn’t been telling a story. It wouldn’t make sense for apple if it just released some LLM out of the blue. It will remain behind for some generations. It has to get people used to the idea first. It will be a slow roll out, I’m sure.