Marco Arment

I hope they take off, and I hope they can actually take this –

I hope they take off, and I hope they can actually take this –

way more seriously than they appear to be taking it so far because they could be in a great space like hardware wise they're in a great place to run inference on their devices because their devices have all this memory the gpu can use so they're in a great place there they have and they and of course they have the neural engines and everything like they make all their custom silicon like apple's in a great place hardware wise for the devices to run inference

way more seriously than they appear to be taking it so far because they could be in a great space like hardware wise they're in a great place to run inference on their devices because their devices have all this memory the gpu can use so they're in a great place there they have and they and of course they have the neural engines and everything like they make all their custom silicon like apple's in a great place hardware wise for the devices to run inference

Where they seem to be way behind is just in the other areas, the software, the models. And that's what I have concerns about, that it seems like this huge opportunity for disruption is aimed right at them, and they don't seem prepared or necessarily taking it seriously. You know, Apple, among their problems, you know, again, we like Apple a lot. They make a lot of great stuff.

Where they seem to be way behind is just in the other areas, the software, the models. And that's what I have concerns about, that it seems like this huge opportunity for disruption is aimed right at them, and they don't seem prepared or necessarily taking it seriously. You know, Apple, among their problems, you know, again, we like Apple a lot. They make a lot of great stuff.

But they also have debilitating hubris. And I don't know if they know how much they are under threat by this in the future potentially. I think they think they're in a really good spot. I think they think Apple Intelligence is great because why else would they have called it Apple Intelligence and taken the huge risk of putting their brand name on it like that?

But they also have debilitating hubris. And I don't know if they know how much they are under threat by this in the future potentially. I think they think they're in a really good spot. I think they think Apple Intelligence is great because why else would they have called it Apple Intelligence and taken the huge risk of putting their brand name on it like that?

I think they are super confident that they'll be fine. And I don't know that they're going to be fine. Like in the short term, sure. In the long term, this could be like Balmer missing mobile. We don't know yet. But that's the potential. That is what this has the potential to do. And so I hope they are taking it that seriously. We have not yet seen signs that they are.

I think they are super confident that they'll be fine. And I don't know that they're going to be fine. Like in the short term, sure. In the long term, this could be like Balmer missing mobile. We don't know yet. But that's the potential. That is what this has the potential to do. And so I hope they are taking it that seriously. We have not yet seen signs that they are.

Well, I mean, and it could end up, look, it could end up being something like Siri, where Apple is just limping along in mediocrity forever, buoyed by their own lock-in that they have on their platforms.

Well, I mean, and it could end up, look, it could end up being something like Siri, where Apple is just limping along in mediocrity forever, buoyed by their own lock-in that they have on their platforms.

They can have something like this ChatGPT thing where they're integrating somebody else's, but I see that going the direction of Maps. The iPhone used to have Google Maps built into its Maps app. It wasn't a separate Google Maps app. It was just the Maps app on the phone, and it was Google Maps behind it.

They can have something like this ChatGPT thing where they're integrating somebody else's, but I see that going the direction of Maps. The iPhone used to have Google Maps built into its Maps app. It wasn't a separate Google Maps app. It was just the Maps app on the phone, and it was Google Maps behind it.

And then we had the Apple Maps fiasco back when those companies kind of split that relationship up for lots of pretty good reasons.

And then we had the Apple Maps fiasco back when those companies kind of split that relationship up for lots of pretty good reasons.

um and apple you know they they needed maps as a core feature of the phone but it took them what a decade before their version of maps was actually decent and for most of that time they suffered because you know they their maps kind of sucked at least you could run google maps on the phone and that helped in in many many ways but

um and apple you know they they needed maps as a core feature of the phone but it took them what a decade before their version of maps was actually decent and for most of that time they suffered because you know they their maps kind of sucked at least you could run google maps on the phone and that helped in in many many ways but

If that's what their LLM efforts end up looking like, where they're okay now kind of backfilling their capabilities with ChatGPT, but they're going to have to use their own model. That's not going to be a long-term solution. What if it's like search, though?

If that's what their LLM efforts end up looking like, where they're okay now kind of backfilling their capabilities with ChatGPT, but they're going to have to use their own model. That's not going to be a long-term solution. What if it's like search, though?