Even Apple cannot explain why we need AI in our lives
A souped-up Siri and personalised emojis are coming but the most important question remains unanswered. There is little sense that Apple has edited down the possibilities of generative AI to prioritise the truly useful.
Whenever a new technology comes along, the world has traditionally looked to Apple to know what to do with it. Under Steve Jobs, the company was renowned for converting groundbreaking technologies into the next must-have device or service.
Not any more. Last week’s hotly anticipated unveiling of Apple Intelligence – Apple’s audacious attempt to stamp its own brand on to generative artificial intelligence – was an uneven and unoriginal demonstration that seemed uncharacteristically derivative.
