In the context of the accelerated development of generative artificial intelligence worldwide, Apple is facing a "trust crisis."
Despite its high-profile announcement last year to bring a series of AI functions to the iPhone, especially the smart upgrade of Siri, most of these "Apple Intelligence" promises have yet to be fulfilled. While competitors like Google, OpenAI, and Samsung are gradually releasing AI-powered phones and assistant features, Apple's silence is becoming increasingly passive.
Apple plans to hold its annual Worldwide Developers Conference (WWDC) this Monday in Silicon Valley. Analysts generally believe that this event is not only an opportunity to showcase new products but also a crucial battle to regain trust.
"Apple has advertised many AI features as if they would arrive soon, but they haven't been realized." — Gartner senior analyst Gadjo Sevilla remarked.
It is reported that the upgraded functions of Siri have been postponed until the next-generation iPhone to be released in the fall. Sevilla bluntly stated: "This will not be a celebration conference, but more like Apple trying to clarify that it hasn't fallen behind."
Focus from Outside: AI Lagging Behind, Siri Silent
Deepwater Asset Management pointed out in its latest WWDC preview that Apple has "underestimated the transformation in the AI field, overpromised functionalities, and is now playing catch-up."
Analysts also noted that Apple may announce agreements with more GenAI partners such as Google or Perplexity at the conference to make up for the limitations of its previous alliance with OpenAI.
Escalating Tensions Between Closed Ecosystem and Developers
Besides the slow progress in AI, Apple is also facing continuous dissatisfaction from the developer community. Platform commission rates of 30%, unfulfilled promises, and a closed system are the focal points of the conflict.
"There has always been tension between Apple and developers, and now they have to pay for the new AI features that haven't been launched." Sevilla commented.
As artificial intelligence continues to integrate into iOS and macOS systems, analysts believe that Apple may need to reconsider its long-standing "closed strategy" and provide developers with more interfaces to synchronize AI capabilities.
Carolina Milanesi, an analyst at Creative Strategies, said: "Perhaps in the AI field, Apple needs to seriously consider the issue of open ecosystems for the first time."
Internal and External Challenges: Jony Ive 'Defecting,' Trump Tariff Threats
Apple's challenges extend beyond the technical level. Jony Ive, the legendary figure who designed the iPhone, recently collaborated with OpenAI to develop an interactive AI device, which is seen by outsiders as a potential alternative to the iPhone. Sevilla commented: "This puts Apple in a passive position. The designer of your most successful product is attempting to create a better future."
Additionally, although it won't be discussed openly at WWDC, if former President Trump were to return to power, he might push for taxing Chinese-made iPhones, adding political risks to Apple's supply chain.
Fan Loyalty as the Last Moat?
Despite the numerous challenges ahead, analysts still believe that Apple's "moat" lies in the long-term loyalty of its users.
"Do people want a smarter Siri? Of course. But even if Apple moves slowly, their fans might still be willing to wait." Milanesi summarized.
As the WWDC curtain rises, whether Apple can reignite confidence in the AI era and break the "broken promise curse" may be answered in the coming days.
