'Something Is Rotten in the State of Cupertino'

Apple's announcement that 'more personalized Siri' features of Apple Intelligence would be delayed until 'the coming year' reveals a troubling departure from the company's hard-earned reputation for reliability, long-time commentator John Gruber writes. Unlike other Apple Intelligence features that were demonstrated to media in June, the personalized Siri features -- promising personal context awareness, onscreen awareness, and in-app actions -- were never shown working to anyone outside Apple. Yet Apple prominently featured these capabilities in the WWDC keynote and even created TV commercials (now pulled) touting these functions to sell iPhone 16.

This represents a dangerous shift toward the pre-Jobs-return Apple that promised vaporware it couldn't deliver. Gruber writes. Apple has squandered its credibility, built meticulously over decades through consistently shipping what they promised, he writes. Gruber's post cites the following excerpt from a 2011 story: Apple doesn't often fail, and when it does, it isn't a pretty sight at 1 Infinite Loop. In the summer of 2008, when Apple launched the first version of its iPhone that worked on third-generation mobile networks, it also debuted MobileMe, an e-mail system that was supposed to provide the seamless synchronization features that corporate users love about their BlackBerry smartphones. MobileMe was a dud. Users complained about lost e-mails, and syncing was spotty at best. Though reviewers gushed over the new iPhone, they panned the MobileMe service.

Steve Jobs doesn't tolerate duds. Shortly after the launch event, he summoned the MobileMe team, gathering them in the Town Hall auditorium in Building 4 of Apple's campus, the venue the company uses for intimate product unveilings for journalists. According to a participant in the meeting, Jobs walked in, clad in his trademark black mock turtleneck and blue jeans, clasped his hands together, and asked a simple question:

'Can anyone tell me what MobileMe is supposed to do?' Having received a satisfactory answer, he continued, 'So why the fuck doesn't it do that?'

For the next half-hour Jobs berated the group. 'You've tarnished Apple's reputation,' he told them. 'You should hate each other for having let each other down.' The public humiliation particularly infuriated Jobs. Gruber adds: Tim Cook should have already held a meeting like that to address and rectify this Siri and Apple Intelligence debacle. If such a meeting hasn't yet occurred or doesn't happen soon, then, I fear, that's all she wrote. The ride is over. When mediocrity, excuses, and bullshit take root, they take over. A culture of excellence, accountability, and integrity cannot abide the acceptance of any of those things, and will quickly collapse upon itself with the acceptance of all three.

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