Apple Will Reportedly Be More Cautious About Announcing New Features Well in Advance

Apple plans to mostly stop announcing new features more than a few months before they are ready to launch, according to Bloomberg's Mark Gurman and Drake Bennett. The pair of reporters revealed this noteworthy tidbit towards the bottom of a lengthy report about Apple's artificial intelligence shortcomings today.

iOS 18 Siri Personal Context
This alleged change in strategy comes after Apple was forced to delay its more personalized version of Siri, which will be powered by Apple Intelligence. Apple first previewed the promised Siri upgrades during its WWDC 2024 keynote, and at the time it said the features would be available within the following year.

Apple also missed its promised 2024 timeframe for launching next-generation CarPlay, which it first announced all the way back at WWDC 2022. The company finally announced the launch of CarPlay Ultra last week, with the software system rolling out in high-end Aston Martin vehicles in the U.S. and Canada this month.

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Top Rated Comments

sniffies Avatar
6 hours ago at 02:51 pm
Not sure who at Apple thought it was a smart idea.

But producing ads for unreleased features is an even dumber idea.
Score: 33 Votes (Like | Disagree)
Aleco Avatar
6 hours ago at 02:53 pm
You would think they learned their lesson after AirPower...
Score: 29 Votes (Like | Disagree)
It’s always something Avatar
6 hours ago at 02:53 pm
Under promise, over deliver. It is the way, no matter what marketing thinks.
Score: 27 Votes (Like | Disagree)
Mrkevinfinnerty Avatar
6 hours ago at 02:57 pm
New company directive:

Don't announce products that don't exist and that we don't know how to build ✅
Score: 17 Votes (Like | Disagree)
cjsuk Avatar
6 hours ago at 02:55 pm
As it always was until the tech press hammered it for not having AI this and AI that and because the dumbass end of the market is used to trading false promises and are operating meme stocks (thanks Tesla / Nvidia / Microsoft, perpetual deliverers of marketing and bad products).

If anyone remembers the ARM desktop transition rollout, that's how you do it. Some quiet rumours, then day one announcements and developer transition kit available and it worked.

I got an M1 mini on day one and it worked. Compare to Microsoft's snapdragon X rollout. The mock ups and the product were completely different, it was 2 years late, it underperformed and was pulled off the market almost instantly. Where's the ass kicking for them over that?
Score: 10 Votes (Like | Disagree)
Fuzzball84 Avatar
6 hours ago at 03:15 pm

From what I’ve read and heard recently, the iOS19 visual refresh was actually meant for last year with AI to follow this year.

Shareholder and media pressure meant they switched the years around so Apple didn’t look behind the cutting edge.

This is why none of the features were ready at launch and why the Sports and Photos app refreshes look so different. It also explains the current glitches, with them having to patch in newer apps to the older OS code.
I’m not really looking forward to a visual refresh. The added bling is a distraction and fashion trends that add a lot into a UI always age badly, always.

Simple clean graphics never age bad. You can see this as you look back through the various operating systems on Apple, Windows and Linux. If you factor in that the resolution in the past was a fraction of what it is now, most of the simple clean graphical interfaces are actually timeless.
Score: 10 Votes (Like | Disagree)