Report describes Apple’s “organizational dysfunction” and “lack of ambition” in AI

Enlarge / Siri, Apple’s sort-of-AI assistant, pops up in iOS. (credit: Samuel Axon)

A new behind-the-scenes report in The Information details Apple’s struggles to keep up with AI features and innovation amid the rise of large language models (LLMs) that drive groundbreaking tools like ChatGPT.

The article focuses on the efforts by the company’s AI chief since 2018, John Giannandrea, to bring order to a fragmented AI group and make Apple more competitive with companies like Google, from which Giannandrea defected.

In some ways, The Information’s piece is a roundup or a confirmation of what we already know—like Apple employees’ frustrations with the limitations of Siri’s underlying technology, which had been previously reported—but it calls on new sources to add additional context and depth to the narrative.