"Apple sold us a story that isn't true." John Gruber clearly has a lot on his mind when it comes to speaking. In the latest edition of his work "Daring Firewall," the journalist, an Apple expert for nearly 20 years, doesn't mince his words. He, who has notably hosted shows like "The Talk Show," organized every year a few days after WWDC, with Apple executives as guests, is today very critical of the apple brand.
It's been several months since the journalist raised voice in the face of Apple's ultra-optimistic and promising communication. As a reminder, the Cupertino company presented new software features based on artificial intelligence with great fanfare. But nearly a year later, they are still awaited.
For John Gruber, the worst announcement was made last Friday. The Apple brand announced it was "delaying" the artificial intelligence features around Siri. They ultimately won't be available until at least the beginning of next year.
"Apple lied to us"
John Gruber's new writings are just the first in a long list. The specialized media outlet Apple Insider had already openly criticized the brand's communication. Recently, the Apple brand notably unveiled an advertisement for its "Genmoji" image creation feature.
But the concepts presented were not feasible with Apple's application. For Gruber, this is Apple's entire lie. The company's executives know perfectly well what they're doing. They're aware of Apple's technical backwardness, and accepting it wouldn't be a big deal. But no, for purely commercial reasons, they prefer to sell dreams to users, knowing full well that such features won't be available for months. If they ever arrive.
Trapped in its own game
Apple's announcements last summer were, without a doubt, rushed. The Cupertino company knew it was behind the curve in the artificial intelligence market. So, to maintain its market share, it presented features that were still only projects.
According to John Gruber, Apple must, even more than any other company in the world, fight against internal leaks. With a production chain scattered all over the world, under numerous identities, it is impossible to keep the development of a feature like Apple Intelligence secret.
To maintain the "surprise" effect and not have the rug pulled out from under its feet by rumors of all kinds, Apple therefore decided to present the feature from the start. Although we'll have to wait months and months before getting our hands on this option, the big debut of Apple Intelligence in France is expected in the coming weeks.
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