logo
Apple Is Pushing AI Into More of Its Products—but Still Lacks a State-of-the-Art Model

Apple Is Pushing AI Into More of Its Products—but Still Lacks a State-of-the-Art Model

WIRED10-06-2025
Jun 9, 2025 8:22 PM Apple took a measured approach to AI at WWDC. A new research paper suggests the company is skeptical about some recent AI advances, too. At WWDC25, Apple showed it was taking a more incremental approach to AI development. Courtesy of Apple
Apple continued its slow-and-steady approach to integrating artificial intelligence into devices like the iPhone, Mac, and Apple Watch on Monday, announcing a raft of new features and upgrades at WWDC. The company also premiered the Foundation Models framework, a way for developers to write code that taps into Apple's AI models.
Among the buzzier AI announcements at the event was Live Translation, a feature that translates phone and FaceTime calls from one language to another in real time. Apple also showed off Workout Buddy, an AI-powered voice helper designed to provide words of encouragement and useful updates during exercise. 'This is your second run this week,' Workout Buddy told a jogging woman in a demo video. 'You're crushing it.'
Apple also announced an upgrade to Visual Intelligence, a tool that uses AI to interpret the world through a device's camera. The new version can also look at screenshots to do things like identify a product or summarize a webpage. Apple showcased upgrades to Genmoji and Image Playground, two tools that generate stylized images with AI. And it showed off ways of using AI to automate tasks, generate text, summarize emails, edit photos, and find video clips.
The incremental announcements did little to dispel the notion that Apple is playing catch up on AI. The company does not yet have a model capable of competing with the best offerings of OpenAI, Meta, or Google, and still hands some challenging queries off to ChatGPT.
Some analysts suggest that Apple's more incremental approach to AI development is warranted.
'The jury is still out on whether users are gravitating towards a particular phone for AI driven features,' says Paolo Pescatore, an analyst at PP Foresight. 'Apple needs to strike the fine balance of bringing something fresh and not frustrating its loyal core base of users,' Pescatore adds. 'It comes down to the bottom line, and whether AI is driving any revenue uplift.'
Francisco Jeronimo, an analyst at IDC, says Apple making its AI models accessible to developers is important because of the company's vast reach with coders. '[It] brings Apple closer to the kind of AI tools that competitors such as OpenAI, Google and Meta have been offering for some time,' Jeronimo said in a statement.
Apple's AI models, while not the most capable, run on a personal device, meaning they work without a network connection and don't incur the fees that come with accessing models from OpenAI and others. The company also touts a way for developers to use cloud models that keeps private data secure through what it calls Private Cloud Compute.
But Apple may need to take bigger leaps with its use of AI in the future, given that its competitors are exploring how the technology might reinvent personal computing.
Both Google and OpenAI have shown off futuristic AI helpers that can talk in real time and see the world through a device's camera. Last month OpenAI announced it would acquire a company started by the legendary Apple designer, Jony Ive, in order to develop new kinds of AI-infused hardware.
Even if Apple still lags behind in terms of building advanced AI, the company is publishing AI research at a steady clip. A paper posted a few days before WWDC points to significant shortcomings with today's most advanced AI models—a convenient finding, perhaps, if you are still getting up to speed.
The paper finds that the latest models from OpenAI and others, which use a simulated form of reasoning to solve difficult problems, tend to fail when problems reach a certain level of complexity. The Apple researchers asked various models to solve increasingly complex versions of a mathematical puzzle known as the Tower of Hanoi, and found that they succeeded up until a point, then failed dramatically.
Subbarao Kambhampati, a professor at Arizona State University who previously published similar work on the limits of reasoning models, says Apple's research reinforces the idea that simulated reasoning approaches may need to be improved in order to tackle a wider range of problems. Reasoning models 'are very useful, but there are definitely important limits,' Kambhampati says.
But even if the work suggests that a more cautious approach to AI is warranted, Kambhampati does not believe Apple is being complacent. 'If you know what's going on inside Apple, they're still pretty gung-ho about LLMs,' he says.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Southwest Airlines Reveals Details About Its New Seating and Boarding Policy
Southwest Airlines Reveals Details About Its New Seating and Boarding Policy

Travel + Leisure

timea few seconds ago

  • Travel + Leisure

Southwest Airlines Reveals Details About Its New Seating and Boarding Policy

Southwest Airlines will debut its new assigned seating policy in January 2026, bringing an end to the airline's once signature process of open seating. The airline's new boarding procedure will go into effect for flights scheduled on and after Jan. 27, 2026, according to Southwest, during which passengers will board through group zones and sit in assigned seats. While the process won't fully roll out until next year, travelers will be able to start booking tickets and reserving seats for after the January launch starting July 29. 'Assigned seating unlocks new opportunities for our Customers, including the ability to select Extra Legroom seats, and removes the uncertainty of not knowing where they will sit in the cabin,' Tony Roach, the executive vice president for customer and brand at Southwest, said in a statement. 'This is an important step in our evolution, and we're excited to pair these enhancements with our legendary Customer Service.' When travelers are able to choose their seat will vary depending on the type of fare they book and if they are members of Southwest's loyalty programs. Rapid Rewards Credit Card members, for example, will be able to select a seat at booking or within 48 hours of their scheduled departure (depending on which card they hold), while A-List and A-List Preferred customers will be able to select their seat at booking, all regardless of the type of fare they purchase. In addition, passengers will also have the option of purchasing a seat upgrade. Southwest said the seating policy change will offer customers more options and control over their travel experience. The new boarding process will include several groups. Top-tier loyalty members and those with premium seats will board first, while passengers traveling on a "basic" fare will board last. The new policy has been the talk of the travel industry since as early as April 2024 when speculation started to spread as executives, including CEO Bob Jordan, made comments about the future of the airline. This is also not the first major change for Southwest this year. In May, the airline ended another long-enjoyed (and often tested) perk: its 54-year-old policy of offering free checked bags. However, travelers who are members of Southwest's loyalty program—as well as credit card holders—can still enjoy free bags when they fly. That same month, Southwest overhauled its fare classes, introducing new options of "Choice Extra," "Choice Preferred," "Choice," and "Basic."

We're Going Bananas for These Discounts on Donkey Kong and Other Games at Woot
We're Going Bananas for These Discounts on Donkey Kong and Other Games at Woot

CNET

timea few seconds ago

  • CNET

We're Going Bananas for These Discounts on Donkey Kong and Other Games at Woot

According to CNET gaming expert Scott Stein, Donkey Kong Banaza is the best Switch game we've seen in years. However, you can expect it to be quite a while before we see any discounts on this brand-new Switch 2 exclusive considering it hit shelves just last week. But if you're looking to explore some other titles in this iconic franchise, Woot's massive video game sale is a great chance to add them to your library for less. The online retailer is offering some serious savings for Nintendo, Xbox, PlayStation and PC gamers, with both new and refurbished games, controllers, headsets, keyboards and more available for up to 83% off. The sale officially runs through August 1, but Woot typically has a limited selection, and items may sell out well before then. We wouldn't wait too long if you're hoping to take advantage of these savings. If you're hoping to round out your Donkey Kong collection, you can grab three different games for up to 33% off at this sale. Donkey Kong Country Returns HD is a 2D platformer inspired by the original NES games, and features more than 80 different levels across nine different worlds. It lists for $60, but you can save $17 and pick it up for just $43 right now. Donkey Kong Country: Tropical Freeze is also on sale for $43, plus you can pick up Mario vs. Donkey Kong for $20 off, dropping the price down to $40. Donkey Kong games aren't the only thing on sale, either. There are also some exceptional savings available on games and accessories for PC, PlayStation and Xbox, like this wired Razer Wolverine V3 Xbox controller that's now $30 off, dropping it down to just $70. Or level up your online gaming performance with this $90 HyperX CloudX wireless headset, which saves you $60 compared to the usual price. You've also got a rare chance to grab The Legend of Zelda: Tears of the Kingdom on sale, with Woot currently offering a $13 discount on this top-rated Switch title. Why these deals matter Even older Nintendo games can be tough to find on sale, so a chance to multiple tons of titles from the iconic Donkey Kong franchise for less is an opportunity you won't want to miss. Plus, there are some massive discounts on a huge selection of other games and accessories, which makes this a great chance to update your Nintendo, PlayStation, Xbox or PC gaming setup without breaking the bank.

This 10-Foot LED Smart Light Strip Is on Sale for Just $30 at Amazon
This 10-Foot LED Smart Light Strip Is on Sale for Just $30 at Amazon

CNET

timea few seconds ago

  • CNET

This 10-Foot LED Smart Light Strip Is on Sale for Just $30 at Amazon

Not only are smart lights one of the easiest ways to change the feel of a room, they're also one of the most affordable. Especially when you can pick some up on sale. These simple and subtle Linkind LED strips are perfect for the bedroom or living room, and there's never been a better time to buy one. Right now, Prime members can pick up a 10-foot strip for just $30, which is 40% off the usual price. The 25- and 50-foot strips are also on sale, but these deals could expire at any moment, so don't wait too long to take advantage of these savings. These Linkind smart LED light strips allow you to change the atmosphere of a room in an instant. They support over 16 million possible color options, and you can even adjust each 10-inch segment independently to fine-tune the mood. Plus, there come with over 66 different preset settings, including 16 built-in music modes. You can control them from anywhere using the AiDot companion app, and they're also compatible with Amazon Alexa and Google Assistant for convenient hands-free control. They're flexible and have an adhesive backing so they're incredibly easy to install as well. Why this deal matters With over 16 million possible colors, these Linkind LED light strips can match any mood. The adhesive backing makes them easy to install, and you can control them from anywhere with the companion app. The 10-foot strip is a steal at just $30, but his offer is only available to Amazon Prime members.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store