Close Menu
TechBrunchTechBrunch
  • Home
  • AI
  • Apps
  • Crypto
  • Security
  • Startups
  • TechCrunch
  • Venture

Subscribe to Updates

Subscribe to our newsletter and never miss our latest news

Subscribe my Newsletter for New Posts & tips Let's stay updated!

What's Hot

Instagram lets you share Spotify songs with your story to your sound

June 30, 2025

At every stage of TechCrunch, Charles Hudson tells us what investors really see

June 30, 2025

Baidu’s AI Breakthrough Hasn’t Been Priced In — Why BIDU Could Hit $120 Soon

June 30, 2025
Facebook X (Twitter) Instagram
TechBrunchTechBrunch
  • Home
  • AI

    OpenAI seeks to extend human lifespans with the help of longevity startups

    January 17, 2025

    Farewell to the $200 million woolly mammoth and TikTok

    January 17, 2025

    Nord Security founder launches Nexos.ai to help enterprises move AI projects from pilot to production

    January 17, 2025

    Data proves it remains difficult for startups to raise capital, even though VCs invested $75 billion in the fourth quarter

    January 16, 2025

    Apple suspends AI notification summaries for news after generating false alerts

    January 16, 2025
  • Apps

    Instagram lets you share Spotify songs with your story to your sound

    June 30, 2025

    Privacy-centric app maker Proton sues Apple over anti-competitive practices and charges alleged

    June 30, 2025

    Google is adopting AI in classrooms, including new Gemini tools for educators and chatbots for students

    June 30, 2025

    The former meta engineer has built AI tools to plan every detail of a trip

    June 30, 2025

    Tinder asks new users in California to use facial recognition technology to check their profiles

    June 30, 2025
  • Crypto

    Vitalik Buterin reserves for Sam Altman's global project

    June 28, 2025

    Calci will close a $185 million round as rival Polymeruk reportedly seeks $200 million

    June 25, 2025

    Stablecoin Evangelist: Katie Haun's Battle of Digital Dollars

    June 22, 2025

    Hackers steal and destroy millions of Iran's biggest crypto exchanges

    June 18, 2025

    Unique, a new social media app

    June 17, 2025
  • Security

    US government overthrows North Korea's major “workers” management

    June 30, 2025

    Mexican drug cartel hackers spy on FBI officials' phones to track and kill informants, the report says

    June 30, 2025

    FBI, cybersecurity firms say prolific hacking crews are currently targeting airlines and transportation sectors

    June 28, 2025

    Prolific cybercrime gangs currently targeting the airline and transportation sector

    June 27, 2025

    US and French authorities confirm arrest of a violation form hacker

    June 26, 2025
  • Startups

    7 days left: Founders and VCs save over $300 on all stage passes

    March 24, 2025

    AI chip startup Furiosaai reportedly rejecting $800 million acquisition offer from Meta

    March 24, 2025

    20 Hottest Open Source Startups of 2024

    March 22, 2025

    Andrill may build a weapons factory in the UK

    March 21, 2025

    Startup Weekly: Wiz bets paid off at M&A Rich Week

    March 21, 2025
  • TechCrunch

    OpenSea takes a long-term view with a focus on UX despite NFT sales remaining low

    February 8, 2024

    AI will save software companies' growth dreams

    February 8, 2024

    B2B and B2C are not about who buys, but how you sell

    February 5, 2024

    It's time for venture capital to break away from fast fashion

    February 3, 2024

    a16z's Chris Dixon believes it's time to focus on blockchain use cases rather than speculation

    February 2, 2024
  • Venture

    At every stage of TechCrunch, Charles Hudson tells us what investors really see

    June 30, 2025

    From $5 to Financial Empowerment: Why Stash co-founder Brandon Krieg is a must-see for TechCrunch All Stage 2025

    June 30, 2025

    A comprehensive list of 2025 tech layoffs

    June 30, 2025

    How to prepare for a second semester salary increase now live in 2025

    June 30, 2025

    Tiffany is lucky to have won a VCS at TC at every stage.

    June 30, 2025
TechBrunchTechBrunch

Apple doesn't trust AI | TechCrunch

TechBrunchBy TechBrunchSeptember 10, 20244 Mins Read
Facebook Twitter Pinterest Telegram LinkedIn Tumblr WhatsApp Email
Share
Facebook Twitter LinkedIn Pinterest Telegram Email


It was natural to expect Apple to do with AI what it has done with so many of its features and apps: wait, take notes, and redefine. But even as it has smoothed out some of the sharp edges of its controversial technology, the company appears to have hit the same wall as others: Apple Intelligence, like all AI, doesn't actually do anything.

Sure, it can do something. In fact, it can do some things. But like any AI tool, it seems to be a very computationally intensive shortcut to perform regular tasks. This isn't necessarily a bad thing, especially as inference (i.e. doing the actual text analysis, generation, etc.) becomes more efficient enough that it can be moved to the device itself.

But Tim Cook said at the start of his “Glowtime” event on Monday that Apple Intelligence's “breakthrough capabilities” will have an “incredible impact,” and Craig Federighi said it will “change so much of what you can do with your iPhone.”

function:

Paraphrase snippets of text Summarize emails and messages Generate fake emojis and clip art Find photos of people, places and events Look up things

Do any of these seem groundbreaking to you? There are countless writing helpers. Summarization features are in almost every LLM. Generative art has become synonymous with effortlessness. This way we can easily search for photos across different services. And our “dumb” voice assistants were searching Wikipedia entries for us 10 years ago.

It's certainly an improvement – doing these things locally and privately is definitely preferable – and it opens up new opportunities for people who can't easily use a regular touchscreen UI – so it's definitely a convenience improvement.

But literally none of it is new or interesting, and it looks like no meaningful changes have been made to these features since the beta was released after WWDC, outside of the expected bug fixes.

With the title “Apple's first phone built from the ground up for Apple Intelligence,” you would expect that to be the case, but as it turns out, the 16 won't have all of the mentioned features, which will arrive in a separate update.

Is this a lack of imagination? Or a lack of technology? AI companies are starting to reposition their models as just another enterprise SaaS tool (after all, they were mostly just repeating stuff they found on the web) rather than the “transformative” use cases we hear so much about. AI models can be extremely valuable in the right place, but that place doesn't seem to be in your hands.

There's a strange discrepancy between how commonplace these AI features are and how hyperbolic their descriptions are. Apple has increasingly turned to the kind of breathless advertising that it once displayed with restraint and innovation. Monday's event was one of the most uninspiring in recent memory, but the language was, if anything, more hyperbolic than usual.

So, like other AI providers, Apple is playing a multi-billion dollar game of making these models seem transformative and groundbreaking, even if almost no one thinks they are. How can anyone justify spending the money these companies have when the end result is the same as it was five years ago?

AI models could truly be game-changers in certain areas of scientific research, some coding tasks, perhaps materials and structural design, and perhaps (though not for the better) media.

But if we believe our eyes and thumbs, rather than Cook and Federighi’s reality-warping hours, the things we should be excited about don’t seem to be doing much of anything useful, let alone revolutionary. Ironically, Apple’s announcement failed to deliver an “iPhone moment” for AI.



Source link

Share. Facebook Twitter Pinterest LinkedIn Tumblr Email

Related Posts

OpenAI seeks to extend human lifespans with the help of longevity startups

January 17, 2025

Farewell to the $200 million woolly mammoth and TikTok

January 17, 2025

Nord Security founder launches Nexos.ai to help enterprises move AI projects from pilot to production

January 17, 2025

Data proves it remains difficult for startups to raise capital, even though VCs invested $75 billion in the fourth quarter

January 16, 2025

Apple suspends AI notification summaries for news after generating false alerts

January 16, 2025

Nvidia releases more tools and guardrails to help enterprises adopt AI agents

January 16, 2025

Leave A Reply Cancel Reply

Top Reviews
Editors Picks

7 days left: Founders and VCs save over $300 on all stage passes

March 24, 2025

AI chip startup Furiosaai reportedly rejecting $800 million acquisition offer from Meta

March 24, 2025

20 Hottest Open Source Startups of 2024

March 22, 2025

Andrill may build a weapons factory in the UK

March 21, 2025
About Us
About Us

Welcome to Tech Brunch, your go-to destination for cutting-edge insights, news, and analysis in the fields of Artificial Intelligence (AI), Cryptocurrency, Technology, and Startups. At Tech Brunch, we are passionate about exploring the latest trends, innovations, and developments shaping the future of these dynamic industries.

Our Picks

Instagram lets you share Spotify songs with your story to your sound

June 30, 2025

At every stage of TechCrunch, Charles Hudson tells us what investors really see

June 30, 2025

Baidu’s AI Breakthrough Hasn’t Been Priced In — Why BIDU Could Hit $120 Soon

June 30, 2025

Subscribe to Updates

Subscribe to our newsletter and never miss our latest news

Subscribe my Newsletter for New Posts & tips Let's stay updated!

© 2025 TechBrunch. Designed by TechBrunch.
  • Home
  • About Tech Brunch
  • Advertise with Tech Brunch
  • Contact us
  • DMCA Notice
  • Privacy Policy
  • Terms of Use

Type above and press Enter to search. Press Esc to cancel.