Apple Intelligence is here. Early users are underwhelmed
Apple's slow-and-steady approach to AI faces pressure as users encounter waitlists and familiar features. But analysts remain optimistic
Michael Hunter, an Atlanta-based real estate marketing professional and Apple power user, has watched Apple’s new Apple Intelligence features evolve from promising to problematic. After a month with iOS 18.1's early release through his developer account, Hunter was impressed by the system’s enhanced Siri capabilities and responsiveness.
But his enthusiasm dimmed after updating to iOS 18.2 beta last week.
“This has to be the buggiest rollout that Apple has ever done,” said Hunter, who uses Siri across his collection of 20 Apple devices.
The latest version has proven unstable, with voice responses frequently defaulting to screen text and basic Siri functions becoming unreliable. “They took away Siri from me and ruined my day-to-day use,” Hunter said.
Apple began rolling out its Intelligence features to regular iPhone users this week, marking its biggest push yet into consumer AI as it races to compete with OpenAI’s ChatGPT and Google’s (GOOGL
+4.03%
) Gemini. The update represents a crucial moment for Apple, which has bet that by integrating AI more deeply into iOS while maintaining its privacy-first approach, it can catch up to competitors who got an earlier start in the AI race.
But the response so far has been muted, with users facing long waitlists only to find capabilities that feel familiar after two years of similar features from competitors. And it’s raising questions about whether Apple’s characteristically late but polished entrance into AI can still excite consumers.
Potential users (only those with the iPhone 15 Pro or iPhone 16) eager to try Apple Intelligence are finding themselves in an unusual position: waiting in line for a software update. After downloading iOS 18.1, users must toggle a switch in Settings and then join a waitlist that can last several hours.
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