“It just works.”
For years, this was Apple’s unofficial tagline — its products just worked. However, given the debacle that has been the rollout of Apple Intelligence features and the promise of a “smarter”, “personalised”, “context-aware” Siri that never came to be, perhaps it is time for a new catchphrase: “It probably will work, if it ever comes.”
Last year, Apple arrived famously late to the “artificial intelligence on smartphones” game, putting its typical spin on “AI”. At the Worldwide Developers Conference (WWDC) in 2024, the company called…
