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

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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.

Tags: Apple Intelligence Guide, Bloomberg, Mark Gurman, Siri Guide

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Top Rated Comments

sniffies Avatar
sniffies
17 months ago
Not sure who at Apple thought it was a smart idea.

But producing ads for unreleased features is an even dumber idea.
Score: 73 Votes (Like | Disagree)
It’s always something Avatar
It’s always something
17 months ago
Under promise, over deliver. It is the way, no matter what marketing thinks.
Score: 62 Votes (Like | Disagree)
A
Aleco
17 months ago
You would think they learned their lesson after AirPower...
Score: 57 Votes (Like | Disagree)
Mrkevinfinnerty Avatar
Mrkevinfinnerty
17 months ago
New company directive:

Don't announce products that don't exist and that we don't know how to build ✅
Score: 46 Votes (Like | Disagree)
cjsuk Avatar
cjsuk
17 months ago
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: 24 Votes (Like | Disagree)
Cameront9 Avatar
Cameront9
17 months ago
Should make WWDC interesting.
Score: 21 Votes (Like | Disagree)
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