Are we viewing the Apple Intelligence challenge from the wrong perspective? Recent developments indicate that Apple's artificial intelligence strategy is encountering significant obstacles. The company has announced ambitious new iPhone features, partnered with external AI providers that have raised concerns, and postponed so many AI updates that it has had to rethink its entire approach. Legal challenges may even be looming.

It's easy to lay blame at the feet of leadership or question Apple’s commitment to innovation, but perhaps the real issue lies in the current state of AI technology itself.

Apple is known for releasing products only when they meet a high standard of quality. For instance, the original iPhone launched without GPS navigation or video recording capabilities. Yet, it distinguished itself with a user interface that was more refined than any smartphone before it, and its mobile web browser provided a desktop-like experience that was ahead of its time.

Even the Apple Vision Pro, which received mixed reviews, delivered a polished user experience. While it may not have launched with an extensive range of features to satisfy every potential buyer, the features it did offer worked flawlessly.

Vision Pro stands out as one of the most hotly debated Apple products in recent years, even before the challenges faced by Apple Intelligence.

That time Apple launched a product that didn’t exist… yet

The introduction of Apple Intelligence made for an unusual iPhone 16 launch in several ways. For many long-time Apple fans, it felt completely out of character for the company.

First, there was a ChatGPT partnership, where Apple handed over key features to a relatively new and unproven partner – and did so very publicly. That move raised some concerns.

Then, when the iPhone launched, billboards around the world were filled with adverts for Apple Intelligence. The new AI became the flagship feature not just for the phone, but for the operating system and the entire company.

Curious about new features such as the Camera Control button? You’re not alone—it’s still unfamiliar to many.

Although Apple has promoted its advanced Intelligence capabilities, most are still marked as "Coming Soon."

Even now, it’s difficult to tell which features are available and which are still on the horizon. The timeline for these updates remains unclear, leaving users waiting for definite release dates.

The final reason to use Apple Intelligence

A recent advertising campaign featuring The Last of Us star Bella Ramsey has reportedly been removed from Apple’s YouTube channel. In these adverts, Ramsey used Apple Intelligence to help make important career decisions, highlighting how features such as email summarisation and conversation recall can simplify daily tasks. By leveraging Apple Intelligence’s advanced understanding, Ramsey demonstrated how technology can assist with thoughtful decision-making, making it a valuable tool for users seeking smart, intuitive support.

When I watched those adverts, I actually felt a bit sorry for Ramsey. I wouldn’t make important career decisions based solely on an AI-generated summary, and the Apple Intelligence adverts made Ramsey seem less professional than he does in interviews.

Now that the advert has been withdrawn, does this mean Apple Intelligence won’t be scanning my emails? Will it suggest my next big Hollywood role or help me choose my next job?

Honestly, I hope not—those aren’t the best reasons to rely on AI.

The Industry Grapples with Unreliable AI Features

It came as a surprise when Apple revealed that its new AI features would rely on external technology such as ChatGPT. However, it’s perhaps less surprising that these AI-powered tools are currently struggling. At present, artificial intelligence is one of the least mature technologies in the tech sector.

Consumers expect technology companies to deliver products that are reliable and impressive—especially when it comes to mobile phones. Yet, for the past two years, phone manufacturers have promised AI features that either haven’t appeared or have failed to provide meaningful results.

For example, my mobile’s AI still can’t read my emails and automatically create a football team calendar based on messages from my child’s coach. This is a basic promise of AI that has yet to be fulfilled. Instead, we’re offered AI image generators that sometimes produce biased or inappropriate images, or even create convincing images used in scams.

Even the simplest AI features can fall short in alarming ways. One recent example involved a headline summary tool that generated fake headlines, even stating the opposite of the facts. When AI spreads misinformation, it’s not just a feature we can overlook—it becomes a harmful issue that needs to be addressed.

I don’t mind whether Apple wins or loses, I just want a decent phone

Apple may not have achieved everything it set out to with its latest AI features—and that’s perfectly fine. Sometimes, less is more, especially if a new feature doesn’t genuinely add value or could even cause issues. It’s wiser to avoid unnecessary risks than to rush out technology that isn’t ready or genuinely useful.

Let’s move beyond the rivalry and concentrate on what really matters: having a dependable, easy-to-use smartphone. Rather than worrying about who’s dominating the market or unveiling the newest innovation, we should be asking whether these smartphone AI features actually enhance our experience. If a company decides to pause or reconsider its AI plans, that caution should be seen as a positive move—not a lack of ambition.