Apple Burns Down Its Benefit of the Doubt

Apple Burns Down Its Benefit of the Doubt

Apple’s failure to deliver on its promise of an ambitious new Siri is a cautionary tale for every leader.

By previewing smarter Siri vaporware at WWDC and the iPhone 16 launch, Apple burned a reputation earned over decades for only promising actual working products

John Gruber / Daring Fireball: By previewing smarter Siri vaporware at WWDC and the iPhone 16 launch, Apple burned a reputation earned over decades for only promising actual working products  —  In the two decades I've been in this racket, I've never been angrier at myself for missing a story than I am about Apple's announcement …

Something Is Rotten in the State of Cupertino

Who decided these personalized Siri features should go in the WWDC keynote, with a promise they’d arrive in the coming year, when, at the time, they were in such an unfinished state they could not be demoed to the media even in a controlled environment? Three months later, who decided Apple should double down and advertise these features in a TV commercial, and promote them as a selling point of the iPhone 16 lineup?