{"id":18727,"date":"2025-04-11T09:12:17","date_gmt":"2025-04-11T09:12:17","guid":{"rendered":"https:\/\/site.itshrt.com\/worldnews\/whats-wrong-with-apple-the-new-york-times\/"},"modified":"2025-04-11T09:12:17","modified_gmt":"2025-04-11T09:12:17","slug":"whats-wrong-with-apple-the-new-york-times","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/worldnews\/whats-wrong-with-apple-the-new-york-times\/","title":{"rendered":"What\u2019s Wrong With Apple? &#8211; The New York Times"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<\/p>\n<div data-testid=\"companionColumn-0\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Even before President Trump\u2019s tariffs threatened to upend Apple\u2019s manufacturing business in China, the company\u2019s struggle to make new products was leading some people inside its lavish Silicon Valley headquarters to wonder whether the company had somehow lost its magic.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The tariffs, which were introduced April 2, caused Apple to lose $773 billion in market capitalization in four days and briefly lose its standing as the most valuable publicly traded company in the world. But investors had already started to sour on the company, sending its share price down 8 percent in the first four months of the year, double the S&amp;P 500\u2019s decline.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Apple had hoped to revive its fortunes over the past year with a virtual reality headset, the Vision Pro, and an artificial intelligence system called Apple Intelligence. Sales of the headset have been a disappointment, however, and the signature features of the A.I. system have been postponed because it didn\u2019t work as well as the company had expected.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The company\u2019s issues underscored how its reputation for innovation, once considered a fundamental element of its brand, has become an albatross, fueling angst among employees and frustration among customers. And company insiders worry that Apple, despite its years of gravity-defying profits, is hamstrung by the political infighting, penny pinching and talent drain that often bedevil large companies, according to more than a dozen former and current employees and advisers.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-1\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Apple declined to comment.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">It has been a decade since the releases of Apple\u2019s most recent commercial successes: the Apple Watch and AirPods. Its services like Apple TV+ and Fitness+, which it introduced in 2019, lag behind rivals in subscriptions. Half of its sales still come from the iPhone, an 18-year-old product that is incrementally improved nearly every year.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">While Vision Pro sales have been disappointing, Apple\u2019s issues with <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2024\/06\/10\/technology\/apple-intelligence-openai.html\" title=\"\">Apple Intelligence<\/a> exposed dysfunction inside the organization.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In a nearly two-hour video presentation last summer, Apple demonstrated how the A.I. product would summarize notifications and offer writing tools to improve emails and messages. It also revealed an improved Siri virtual assistant that could combine information on a phone, like a message about someone\u2019s travel itinerary, with information on the web, like a flight arrival time.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The A.I. features were unavailable when new iPhones shipped. They arrived in October, about a month late, and quickly ran into trouble. Notification summaries misrepresented news reports, leading Apple to <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/01\/16\/technology\/apple-ai-news-notifications.html\" title=\"\">disable that feature<\/a>. Then, last month, the company postponed the spring release of an improved Siri because internal testing found that it was inaccurate on nearly a third of requests, said three people familiar with the project who spoke on the condition of anonymity.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">After the delay, Craig Federighi, Apple\u2019s software chief, told employees that the company would reshuffle its executives, removing responsibility for developing the new Siri from John Giannandrea, the company\u2019s head of A.I., and giving it to Mike Rockwell, the head of its Vision Pro headset.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-2\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cApple needs to understand what happened because this is bigger than just rearranging the deck chairs,\u201d said Michael Gartenberg, a technology analyst who previously worked as a product marketer at Apple. \u201cIf ever there\u2019s been an example of over-promising and under-delivering, it\u2019s Apple Intelligence.\u201d It was the first time in years that Apple hadn\u2019t shipped a product it had unveiled.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Some details of Apple\u2019s changes to its Siri team and challenges were previously reported by <a class=\"css-yywogo\" href=\"https:\/\/www.bloomberg.com\/news\/articles\/2025-03-20\/apple-vision-pro-chief-mike-rockwell-named-siri-head-giannandrea-keeps-ai-role\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">Bloomberg<\/a> and <a class=\"css-yywogo\" href=\"https:\/\/www.theinformation.com\/articles\/apple-fumbled-siris-ai-makeover\" title=\"\" rel=\"noopener noreferrer\" target=\"_blank\">The Information<\/a>.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The A.I. stumble was set in motion in early 2023. Mr. Giannandrea, who was overseeing the effort, sought approval from the company\u2019s chief executive, Tim Cook, to buy more A.I. chips, known as graphics processing units, or GPUs, five people with knowledge of the request said. The chips, which can perform hundreds of computations at the same time, are critical to building the neural networks of A.I. systems, like chatbots, that can answer questions or write software code.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-3\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">At the time, Apple\u2019s data centers had about 50,000 GPUs that were more than five years old \u2014 far fewer than the hundreds of thousands of chips being bought at the time by A.I. leaders like Microsoft, Amazon, Google and Meta, these people said.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-4\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Mr. Cook approved a plan to double the team\u2019s chip budget, but Apple\u2019s finance chief, Luca Maestri, reduced the increase to less than half that, the people said. Mr. Maestri encouraged the team to make the chips they had more efficient.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The lack of GPUs meant the team developing A.I. systems had to negotiate for data center computing power from its providers like Google and Amazon, two of the people said. The leading chips made by Nvidia were in such demand that Apple used alternative chips made by Google for some of its A.I. development.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">At the same time, leaders at two of Apple\u2019s software teams were battling over who would spearhead the rollout of Siri\u2019s new abilities, three people who worked on the effort said. Robby Walker, who oversaw Siri, and Sebastien Marineau-Mes, a senior executive with the software team, struggled over who would have responsibility for some aspects of the project. Both ended up with pieces of the project.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The infighting followed a broader exodus of talent from Apple. In 2019, Jony Ive, the company\u2019s chief designer, left to start his own design firm and poached more than a dozen integral Apple designers and engineers. And Dan Riccio, the company\u2019s longtime head of product design who worked on the Apple Watch, retired last year.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In their place, Apple has been left with old and new leaders with less product development experience. Mr. Giannandrea, who <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2018\/04\/03\/business\/apple-hires-googles-ai-chief.html\" title=\"\">joined the company in 2019<\/a> from Google, had never led the launch of a high-profile product like the improved Siri. And Mr. Federighi, his counterpart overseeing software, had never led the creation of a new operating system like some of his predecessors in that role.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-5\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Mr. Cook, 64, who has a background in operations, has been hesitant over the years to provide clear and direct guidance on product development, said three people familiar with the way the company operates.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cIt\u2019s clearly a breakdown of leadership and communication and internal processes,\u201d said Benedict Evans, an independent analyst who previously worked as a venture capitalist at Andreessen Horowitz.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Apple hasn\u2019t canceled its revamped Siri. The company plans to release a virtual assistant in the fall capable of doing things like editing and sending a photo to a friend on request, three people with knowledge of its plans said.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Some of Apple\u2019s leaders don\u2019t think the delay is a problem because none of Apple\u2019s rivals, like Google and Meta, have figured out A.I. yet, these people said. They believe there\u2019s time to get it right.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">As the clock ticks on fixing Siri, Apple will be defending the assistant\u2019s current shortcomings. Last month, customers filed a federal lawsuit accusing Apple of false advertising. Since then, its commercials about Siri have gone dark.<\/p>\n<p class=\"css-798hid etfikam0\">Brian X. Chen<!-- --> contributed reporting.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2025\/04\/11\/technology\/apple-issues-trump-tariffs.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even before President Trump\u2019s tariffs threatened to upend Apple\u2019s manufacturing business in China, the company\u2019s struggle to make new products<\/p>\n","protected":false},"author":1,"featured_media":18728,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[1076,213,770,123,239,5862,384,3361],"class_list":["post-18727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-apple-inc","tag-artificial-intelligence","tag-computer-chips","tag-computers-and-the-internet","tag-customs-tariff","tag-giannandrea","tag-john","tag-virtual-reality-computers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What\u2019s Wrong With Apple? - The New York Times - World News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/site.itshrt.com\/worldnews\/whats-wrong-with-apple-the-new-york-times\/\" 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