Apple's AI efforts, branded as Apple Intelligence, have faced significant setbacks. Bloomberg reports reveal internal struggles, including late entry into the market, insufficient investment in GPUs, and a clash of visions between executives. Craig Federighi's reluctance to invest heavily in AI, and John Giannandrea's perceived lack of urgency, hindered progress. Over-promised features further complicated matters. Apple is now rebuilding Siri from the ground up using an LLM-based engine, aiming for improved conversational abilities and information synthesis, leveraging on-device data processing and potentially web search capabilities.

Prepared by Jonathan Pierce and reviewed by editorial team.