If you’ve noticed that Apple isn’t rushing to release flashy AI features like its competitors, there’s a reason for that, and Tony Fadell, famously known as the “father of the iPod,” recently stepped up to explain. During the TechCrunch Disrupt conference, Fadell defended Apple’s slow rollout of AI, highlighting the company’s focus on privacy and reliability over rapid, attention-grabbing features.
Fadell, who played a significant role at Apple from 2001 to 2010, shared his views on Apple’s AI journey. Although Apple’s recent AI features, such as those in the iPhone 15 Pro and iPhone 16, have received mixed feedback from users—with some saying “Apple’s AI is meh”—Fadell believes Apple’s approach will pay off in the long run.
Also read: Apple Intelligence finally rolls out: List of supported iPhones, AI features and more
“People were like, ‘I downloaded it,’ and then, ‘Apple’s AI is Meh’; But it works! And that’s the thing you want,” he said. According to Fadell, Apple’s focus is on developing practical and trustworthy tools.
Apple’s cautious rollout stands in contrast to the strategies of Google and Microsoft, both of which have aggressively launched large-scale generative AI projects. These projects, while impressive, require significant energy resources and have sparked concerns about environmental impact. Fadell subtly hinted at this by mentioning that smaller models—like those Apple is focusing on—don’t require such energy-heavy processes. This decision aligns with Apple’s emphasis on sustainable and energy-efficient technology, setting the company apart from its competitors.
Apple’s recent AI features in iOS, such as enhanced writing tools, message summarization, and a more powerful Siri, showcase its commitment to creating useful tools for users.
During the latest earnings call, Apple CEO Tim Cook noted that the uptake of iOS 18.1 has doubled compared to iOS 17.1 during the same period last year. Cook emphasized that the new AI features have driven increased customer interest and iPhone upgrades. The additional AI capabilities are scheduled for a December release, starting with the U.S. English, and will expand to other languages in April 2025.