To fix Apple Intelligence, Apple needs to be honest about its capabilities

At WWDC 2024, Apple failed its customers. When the company announced the new, more personal Siri last year, it showed a product that was nowhere near ready. You can point to many different places where Apple Intelligence failed to meet expectations, but with WWDC 2025 fast approaching, the company owes its users an explanation of how it intends to win back their trust.

If you didn't watch last year's conference, here's a recap. At the heart of Apple’s promise of a better digital assistant was App Intents, a feature that would give Siri the ability to understand all the personal information stored on your iPhone. During the presentation's most memorable moment, Apple demoed Siri responding to a request from Kelsey Peterson, the company’s director of machine learning and AI, for an update on her mom’s flight. The assistant not only understood the ...