AI-generated image credit — ImageFX
It seems like it’s reality check time for the market when it comes to Apple. According to new reporting, Apple’s attempts to sell more iPhones using the previously promised Apple Intelligence features aren’t convincing people the way the company used to be able to in the past.
The main issue seems to be that Apple has been struggling to deliver on its promises. The company showcased a bunch of cool AI tricks for Siri, but as we saw last week, many of these are now delayed until next year. This delay has led to a lot of negative feedback, with people questioning if Apple can really compete in the AI space. It’s not just a few people either, as even long-time Apple-focused publications and reporters are expressing their disappointment.
Since last year’s WWDC, I’ve consistently held a cautious view of how much Apple Intelligence would boost iPhone shipments. Take a recent case (see link below), just two months ago, I argued that the market was too bullish on 2025 iPhone shipments and reiterated that Apple… https://t.co/pntSCTS4f7
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) March 13, 2025
Apple, it seems, was aware of this. They reportedly gave their suppliers lower sales forecasts for iPhones, indicating they knew the AI features weren’t going to be a big hit. This suggests that the company had already factored in the public’s reaction to the delays.
With the tech industry now ripe with competition over who can innovate the most with AI, Apple is now facing increased pressure to keep up with the likes of Google, OpenAI, and other companies that are all pushing the boundaries. The delay in delivering on their AI promises has shaken confidence, and it’s possible that this will affect sales of the upcoming iPhone models as well. If Apple cannot deliver on its AI promises, it may lose out to other companies that can.