apple

Apple believes that its rivals are not doing well in ia. It is the perfect excuse to delay Siri one more year

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We already have news about the arrival of the expected and Nueva Siri. They are not good. Apple points to the spring of 2026 as a launch objective for its new assistant, with the aim of bringing it as part of the update to iOS 26.4, According to Bloomberg sources. The delay is completely in line with The recent interview of Wall Street Journal Craig Federight and Greg Joswiak: Apple knows that he is losing the AI ​​career, and he only has trust that your proposal ends up working in the long term. They painted you little birds in the air. It has been just one year since that presentation of Apple Centered in Apple Intelligence. One in which they told us about an integration of Siri in the system as we had not seen: an assistant with the ability to understand each corner of iOS, with an advanced contextual understanding and integration with each native app of the system. In principle, the final deployment was planned for autumn of 2024, but the delays accumulated and accumulate until they reached a practically unsustainable point. iOS 26 as first real step. Apple took advantage of the WWDC 25 To present iOS 26, one of the Greater changes at the visual identity level Never seen in Apple’s operating systems, now much more unified. Next to him, they finally arrived Artificial Intelligence Functions Applied to everyday use: although for practical purposes they do not go far beyond the translation of texts, filters for calls and some improvements in the generation of genumjis in image playground. After almost a year of delays, Apple finally implied what is its philosophy with AI: work to make it local, but with a functioning similar to that of its rivals. More delays. After the presentation of iOS 26with novelties in AI but not a single word about the new Siri, the question was forced. What is happening with her? The responses of a Craig Federighi, nothing height but not entirely comfortable, perfectly revealed the moment in which Apple is. (Joanna Stern) “Siri is not better than his competition”, (Craig Federight) “already, but it will be, it is our mission.” (Greg Joswiak) “It would be disappointing to launch something that does not meet our quality standards.” (Craig Federight) “This is a new technology, nobody is doing very well right now.” Joswiak, software leader in Apple, justified its road map around the key point: the company wants its AI to be discreet and that the user can perform tasks with the phone without even realizing that he is using Apple Intelligence. In fact, they do not want a dedicated app, as there is for Gemini either Chatgpt. The problem? Google has achieved this goal for a long time. Apple’s rivals are doing well. Although Apple points to the immaturity of the AI ​​for mobiles, the truth is that one of its best moments lives. And phones like Google Pixel or the Samsung Galaxy S25 Ultra They are the best proof of this. Here you have to make a distinction between Gemini as an app integrated in the system, and with Gemini Nano as a language model. On a telephone like the Ultra S25 can: Translate real -time calls without knowing that AI is doing. Remove the background noise from a video automatically, without Gemini telling you what you are doing. You can transcribe a voice recording with a single click, without opening additional applications. If they call you, the phone will automatically detect whether or not spam, without notices about ia. Yes, Google (although its approach is not so local), is able to integrate Gemini silently into the system. So much so that their functions are still native to the system, and the user does not have to know what is done with Ia and what not. Apple needs to overcome Gemini at AI. It will not be easy. Apple, for now, has not shown to live. During the presentation of Apple, Its action fell 1.5%. The expectations were high, but the presentation was a clear Apple message showing not being above any of its direct rivals, and relegating third parties (OpenAi) the most advanced functions of AI. With the looks put in 2026, the pressure to which Apple is subjected is even greater. The maturity point of its main rival, Google Gemini, is very highabove proposals in Benchmarks regarding Grok 3, O3-mini, Deepseek R1, Claude 3 and calls 4. To recover Apple confidence needs results, not promises. Image | Xataka In Xataka | We have discovered something worrying in the AI ​​models: if the problem is too difficult, they give away immediately

Apple believed that I was conquering China. Actually China conquered her

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There are books that arrive at the right time to make you rethink what you thought were to know. ‘Apple in China: The Capture of The World’s Greatest Company‘, just published by Patrick McGee, he is one of them. Your central thesis It smells awkward truth: Apple did not conquered China. It was China who conquered Apple. For years we have seen this relationship from our perspective: not China and not American, but western. Apple brought innovation, jobs and modernity to China. Silicon Valley’s classic story exporting democratic values ​​through trade. But McGee turns that narrative around. And when he does, everything takes on another meaning. More uncomfortable. More real. On March 15, 2013, the exact moment in which Apple understood the rules. After a campaign orchestrated on Chinese state television, Tim Cook was forced to publish an apology letter in Mandarin for iPhone guarantee policies. That was a symbolic genuflection that revealed the true nature of power in that relationship. The CEO of which It was already the most valuable company in the worldPublicly forgiveness to an authoritarian regime. From the western perspective, he was humiliating. From China, it was probably logical: a multinational adapting to local customer service standards. The trap was perfect because Apple had fallen in love with something that only China could offer: ability to climb without limits. Pasa from zero to 200 million iPhone manufactured a year required impossible industrial coordination anywhere else. Apple was completely delivered: it formed 28 million Chinese workers, invested $ 7.3 billion in own equipment within foreign factories, sent its best engineers. McGee makes a devastating comparison: A private company investing in a country more than the greatest industrial effort of the American state. But Apple built that cathedral without understanding what land erected it. Without a single executive residing permanently in China. No diplomatic strategy. No contingency plan. While Apple taught its industrial secrets, Beijing did not trap, it simply applied state capitalism strategically. Used their advantage (giant market + industrial capacity) to achieve technological transfer and know-how That then be able to explode. It is not very different from what the United States does with Tiktok or Huawei. Over the years, the balance was reversed. In silence. It was no longer Apple who imposed conditions: Apple adapted. One after another. Noiseless. Without public protests. What was the alternative? Lose access to 20% of its turnover and dismantle a supply chain that had taken decades to perfect. No CEO would come out of a board of directors after proposing this idea. The book has an important weakness: It is deeply western in its sources: McGee builds his narrative mainly from Apple internal documents and testimonies of American executives. There is barely Chinese perspective. We do not know what Beijing really thought, what its internal strategy was, or how they see this relationship from the other side. It’s like counting the cold war only with pentagon files. Chinese workers appear more as a statistical resource than as actors of their own destiny. And there comes the paradox. Instead of transforming China, Apple ended up transformed by it. The most controversial decisions of the Cook era – centered, transfer of data, silence against repressions – are the calculated price of continuing to operate in the largest consumer market in the world: 1.4 billion. It is a price that Apple continues to pay each quarter. Tim Cook inherited an Apple admired for its creative independence. AND In his legacy It will be triggered financially, expand it towards the services and diversify catalog in vertical and horizontal. But will also leave an Apple cornered by its logistics units. Today Try to diversify towards India and Vietnambut structural damage is already done. Not only because most of its chain continues in China, but because Apple learned to bend. And to each market, someone else dictates the conditions. Especially when it has no alternatives. “Apple in China” is not really a book about Apple. It is a book about power in the global era. On how The company that believed that the excellence of the product guaranteed strategic independence discovered that in geopolitics, margins do not vote. Behind the iPhone that we carry in the pocket there is more than technological innovation. There are calculated assignments, silent adaptations, a reheilibrium of power so progressive that it was barely noticed until it was irreversible. If the Chinese market could redefine the rules for Apple, what multinational company really controls its destination? Outstanding image | Patrick Fore in Unspash In Xataka | The decline of the “Apple culture”. Blind devotion has evolved towards critical enthusiasm

Apple has put an internal date to its great leap in AI

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Siri, as we know it, continues to fulfill its function, but it takes time without experiencing an important evolutionary leap. The advance of generative artificial intelligence in recent years has changed the panorama: He has taught us what is possible and has raised the bar. Many users have started waiting for something else. A more fluid Siri, more intuitive. That idea began to take shape in the WWDC of 2024when Apple presented Apple Intelligence. Among its many functions, one stood out: a new redesign Siri, capable of understanding our consultations based not only on what we say, but also on what happens on the screen and the use we make of the iPhone. A Siri who, finally, was going to make the leap. A pending jump. In March, Apple itself acknowledged that these functions They would not be ready until 2026. AND At the developer conference held this weekthere were no news. In a later interviewCraig Federight explained that, although they had a functional version, they decided not to launch it because it did not reach the level of reliability that Apple considers acceptable: “It would have been more disappointing to launch something that did not meet our quality standard. We made the decision we believed better. And I would take it again.” New window on the horizon: Spring of 2026. Although there is no official communication, Bloomberg has published that Apple has marked as an internal objective the spring of 2026. According to the sources consulted by Mark Gurman, the company plans to launch the new Siri along with iOS 26.4, an update that normally arrives in March. It is the same launch window that has been used in previous years with iOS 17.4 and iOS 18.4. That calendar, however, is far from being closed. The sources insist that everything will depend on how development evolves in the coming weeks. If the advance is solid, it is not ruled out that Apple shows a preliminary version next to the new iPhone this fall. But, today, there are no definitive decisions. Technical challenges. The new Siri is not only an update. Internally, the change has been deep. According to the American media, one of the greatest challenges was the coexistence between two architectures: the classic Siri system, which continues to manage basic tasks such as timers, and the new AI engine that should take care of the most advanced functions. The redesign brought changes in the organization chart. John Giannandrea, until now responsible for Siri, lost control of consumer products. The project was in the hands of Mike Rockwell, creator of Vision Pro, and Craig Federight. Rockwell currently leads the development of Siri LLM, the internal system that will support the new functions. Apple’s strategy. In this week’s presentation, Apple opted to show Liquid Glass and functional improvements in their operating systems. There were news in iOS, iPados and Macos, and also in AI: Open Language Models to developers, Spam call detectionbut nothing of the new Siri. At the moment, the only thing that is known with certainty is that there will be no new Siri in 2025. And that, if everything goes well, we could see it in spring of 2026. Images | Apple In Xataka | If the question is whether a new version of macOS was necessary every year, Apple’s response is: small practical improvements

Spam calls are a problem for everyone and Apple knows. Its solution with iOS 26 has been stopping braking

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The mobile sounds and is an unknown number. The possibilities that there is a commercial wanting to sell you the last superooferta fiber They are high Or, in the worst case, it could be a Stofler getting through your bank. We have been talking about the problem of the so -called spam and fraudulent and so far no one has found a 100% effective solution. Yesterday Apple introduced us iOS 26a renewal that We have already been able to try And with a novelty that goes in this line, although the solution they propose is much more aggressive than those of the competition. The problem of unwanted calls. Commercial calls bother. They are abundant and it seems that they have the ability to call us when it comes to us. Even the government has taken letters in the matter and for a few days, Commercial calls from mobile numbers 600 or 700 are prohibited. But beyond wakeing us from the nap to improve our light rate, the real problem is in telephone fraud. The Fraudulent SMS They are incessant, but the scams also come by call. Through techniques of Vishing and Telephone spoofing We have seen how They can empty the account by passing through your bank. In view of such elaborate scams Both entities and the government have begun to take the problem seriouslybut despite efforts, we still can’t talk about the definitive solution. How the Apple call filter works. iOS 26 It will bring news in the telephone app and one of them is the call filter, which in Xataka we have already tried. If you receive a call from an unknown number, the iPhone automatically activates what they call live voicemail that asks the interlocutor who it is and the reason for the call. Once you have identified, the call appears on our screen and we can see the details that you have facilitated, so we can choose whether to respond or not. If we do not respond, the iPhone will tell those who call us that we are not available and will allow you to record a second message. By the way, whoever attends to the phone before us is Siri’s voice. This is how the calls of unknown numbers appear once the iPhone requests more information. Apple’s proposal is very different to what we were seeing in the competition. Here there is no filter as such, if we activate the live voicemail will affect all calls that reach us with unknown numbers. The only thing we can choose is whether the calls will be referred to Siri to request more information, to the voice mailbox or go to the list of unknown numbers. The configuration options offered by Apple. He Approach Android is more flexible and intelligent. A long time ago Android has functions to fight telephone spam. If we use Google’s APP we have different tools to fight with unwanted calls. It has a call identifier that tells us if they call us a business that is in the Google database and also If a number is suspicious of spam. Nor is it infallible and there are times when any call is sneak. If it happens, it allows us to mark the number as spam. As exclusive to the Pixel we have Call Assistwhich works similarly to Apple’s live voice mailbox. If we choose to filter the call, Google Assistant will ask about the reason for the call and will offer us a transcription. There is much similar, but an important difference: we choose what to filter and on the screen we will see before if a number is suspicious of spam, while Apple treats the same to all unknown numbers. This will alert Android of the scams. Image: Google With Android 16Google wants to go further and will be implemented Functions focused on fighting with telephone scamshow to prevent us from deactivating Google Play Protect or install apps from the browser. He will also be able to detect financial scams and alert us with a notice on the screen. Collateral damage. Apple sells its call filter as the solution to eliminate interruptions and in this sense is effective, but it can also be a problem because not all calls of unknown numbers are disposable. How many people will hang when listening to Siri’s voice asking why he calls us? Even though it is normal, it is still very unhappy and even counterproductive in certain scenarios as an emergency or if the doctor calls us. An intermediate solution. As we said, Android is not infallible blocking spam, but it does have some intelligence behind (and more will have when Android 16 arrives), while Apple opts to stop braking. Perhaps the exit is to find a solution halfway between the two where we can have more flexibility when limiting calls without risking to lose some important. Image | Ricardo Aguilar (Xataka) In Xataka | Liquid Glass, iOS 26, Macos Tahoe, Watchos 26, the new Games app and all the news left by Apple’s WWDC 2025

Apple got into a macOS trap and annual versions. He has managed to focus on the details

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How to improve a product in a remarkable product year after year? Moreover, how to do it when that product has more than two decades with us and is already super mature? That is the challenge that Apple faces every year with macOS, the operating system that governs its Mac since OS X made its appearance in 2001. In this (almost) fourth century, Macos has changed, without a doubt, but The surprising thing is that he has not done so. Who took a Mac at that time would not feel too strange with another of today. It would see changes and numerous modern functions, without a doubt, but in essence the interface has been preserved for a simple reason: it works. To adapt to the new times, Apple self -imposed a rule: there would be a new version of macOS – and, later, of the rest of the operating systems – every year. It was something initially reasonable, but that rhythm has ended up making perhaps not a conviction, but something that comes to play against him. Thus, while in the first years it was logical to expect great changes in functions and benefits, things have been very different in the last editions. There was not so much to scratch, and we have not really striking surprises. Instead, Apple has been focusing on some specific areas of the operating system to try to give significant jumps in benefits. Let’s see what happened in the last three versions of macOS: MacOS 14 Sonoma (2023): the main novelties They were the widgets on the desktop, the screen funds in slow camera and new functions during videoconferences, for example. Nothing really spectacular. MacOS 15 Sequoia (2024): here They debuted The new iPhone mirroring system, a new password app and also the options to better manage windows on the desktop. Macos 26 Tahoe (2025): In addition to the redesign with Liquid Glassin the latest version the focus was in the improvements in the mirroring of the iPhone and of course the changes in spotlight and shortcuts to enhance them more than ever. It is not that none of those changes especially call attention. In fact they can become disappointing for the most demanding users. “Is this really the only thing that changes after a whole year?” They will say. It is a reasonable and logical question, but here there are several factors that explain that apparent lack of ambition. The first, that of the maturity of the operating system. With macOS we are facing a veteran and very solid system in which practically everything works as one would expect. Apple has been polishing it during all this time, and that has allowed the mechanics to be strengthened while small improvements were added here and there. The main features of Macos 26 Tahoe do not seem much after a year of work. It is probably the best that could happen to users of the operating system. This is how Macos has adapted to the new times silently, with internal changes, support of new standards and protocols and of course support of the devices that have been part of the company’s ecosystem. We have a good example here in continuity, the system that “connects” the iPhone with the MAC and that debuted, ” More than a decade ago. That maturity is also closely related to the second of those factors we referred to by talking about Apple’s apparent lack of ambition. The famous “If you work, don’t touch it” It also becomes more true than ever, and it is not necessary to reinvent wheels when (in most cases) everything works as it should. But there is also an important third factor. It is easy to make changes when you have fewer users and your operating system, platform or application has just taken your first steps. But the thing changes when Apple you have more than 1,000 million users who use your devices. A change, however small, affects the lives of all these people, and can mean millions and millions of conflicts. There is therefore that having extreme care when making these changes, and in no way can they be radical or in form – that is why Liquid Glass is not “so different” – or in function – imaginated that suddenly the keyboard shortcuts or the way of using Finder will change. Apple knows better than anyone that situation, and given the challenge of presenting a new operating system every year, its solution has probably been reasonable. What they try is not to surprise us with radical changes, but Provide small practical improvements They try to make the lives of the most comfortable users. That is why we have the aforementioned continuity (continuity), and that is why the current focus on a supervitaminated spotlight that can end up being useful for many users. Is that disappointing? Maybe. Is Apple’s best option for the obligation to renew its operating systems every year? As boring or hard to seem, no doubt. In Xataka | The decline of the “Apple culture”. Blind devotion has evolved towards critical enthusiasm

Apple has chosen to be the Microsoft of the 90s. They are good and bad news at the same time

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They are late for the AI ​​revolution, but compensate Apple Intelligence in Invisible and indispensable infrastructure. There was a particularly revealing moment in the Keynote of the WWDC 2025: While the technological world lives its greatest revolution since the arrival of the Internet, Apple dedicated fifty -two seconds to talk about Apple Intelligence. The rest of the time spent talking about things such as the new telephone app or personalized funds for Imessage. Then they spent more time talking about Foundation Models and integrations, but the most explicit Apple Intelligence for the user was relegated. It is as if in 1996, in the middle of the Internet explosion, Microsoft had focused its Keynote on improving the Windows Paint and lonely. The analogy is not accidental because Apple is repeating part of the Microsoft strategy of the nineties: Arrive late to a technological revolution and compensate with deep integration what they lack in pure innovation. When the Internet began to change the world, Microsoft did not create the best browser, protocols or web servers. But Internet integrated so deeply in Windows that it became impossible to avoid. They did not lead that technology, but made it indispensable within their territory. Apple is executing the same pattern, although with a nuance of the size of Alicante: they have developed their own models for Apple Intelligence. And now they translate into new specific functions: Machine translation. Calling spam. Personalized sports motivation. Your Foundation Models gives developers direct access to that local intelligence. But when you need real conversation, complex reasoning, advanced creativity … there they turn to Chatgpt. The Current Siri Without Openai remains the usual: appropriate for basic commands, but it is lost as soon as you leave the script. For the conversational and productive jump that defines this era, Apple depends on others. Your strategy is intelligent: Controlling the everyday and routine where integration matters more than gross power. Subcontracting the advanced where they still cannot compete. They do not sell as a product, but make it a kind of digital oxygen. You breathe it without realizing it. Google, Openai or Anthropic compete to create the best chatbot and surround it with functions that underpin it. Apple opts to integrate intelligence in each basic interaction of its devices. You do not need to open chatgpt to translate a message, it simply occurs. You don’t look for an app to filter spam calls, your iPhone takes care of that. It is the difference between selling electricity and selling appliances that work with electricity. Amazon executed a similar strategy when he arrived late to the conversational. They cannot compete with chatgpt in headlines, but they are making Its AI is the easiest option for companies that already live in AWS. They do not define the future of AI, but they do domesticate it within the infrastructure they live. The problem is that This defensive strategy comes with expiration date. The Microsoft of the nineties had serious problems when it lost the train that took him from the PC to the mobile. His domain by integration evaporated as soon as the dominant platform changed. Apple did manage to reinvent himself with the iPhone and with the Wearablebut AI is moving much faster than previous transitions. The PC Revolution → Mobile took a decade, the AI ​​revolution is happening in less than a five years. Apple Silicon took another decade of internal development to Apple. To lead the conversational that defines this era they would need a similar investment in research. The question is if they are ten years old. The window closes every time Openai presents a more capable modelevery time Google Integra Gemini more deeply in Androidevery moment they lose defining what the conversational means for the end user. Apple, for the moment, is playing the perfect letter for the short term. Its integration is superior, its most credible privacy, its most polished experience. They control infrastructure and experience, but they subcontract the intelligence that really differentiates this era from all the above. It’s like perfectly controlling iPhone’s hardware but depending on Google for apps that people really want to use. And this is especially paradoxical coming from Apple, A company that has invested decades and billions in controlling fundamental technologies: They developed their own operating systems so as not to depend on Microsoft or Google. They created Apple Silicon not to depend on the cycles and limitations of Intel. They are developing their own modems so as not to depend on Qualcomm and The C1 already debuted with the iPhone 16E. Apple understands better than anyone who controls base technologies controls the future. But with the generative AI they have chosen to be the best integrators instead of competing frontally for creating the best models in the world. It is a conscious resignation to that ‘big’ competition that defines the technological ages. “ Apple Intelligence works, and it works better the less explicit it is. It shines in the subtle, in the rear layer. But the history of technology teaches us that defensive strategies have limits. Microsoft dominated the nineties with superior integration, until a platform came where that integration no longer matters. The question is not whether Apple can continue to be the best integrator of others. The question is yes, when the redefine completely how we interact with technology, it will be enough to have been the perfect host of a revolution that others wrote. In Xataka | Four AI companies are monopolizing the intellectual future of humanity. They are not good news Outstanding image | Apple

Apple has not washed the iPhone’s face. Has subjected it to cosmetic surgery

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Forget iOS 19 and stay with this name: iOS 26. This is the beginning of a new stage. The protagonist operating system of the WWDC 2025 that Apple is celebrating in Cupertino is that of the iPhone, and drinks directly from an interface we already knew: The Vision Pro. Apple’s most niche device is the one that will mark the way for the rest of the products. Some that, in this new stage, will have a name and A unified design language. Why iOS 26. The logical jump after iOS 18 It was iOS 19, that’s over. Apple will begin to rename its software platforms by adding a +1 a year in which they are launched. We are in the year (20) 25, adding that one we already have the 26. It is the name that the rest of their brothers will receive: Visionos 26, Watchos 26, Tvos 26 and Ipados 26. Next year, we will have versions 27 above the table. A name change that meets a concrete need of Apple: to try to make its operating systems to the fullest. Liquid Glass. The first novelty of iOS 26 has to do with its change at aesthetic level. Apple has been inspired by visionos to share its design language with the rest of the software platforms. And he has decided to call him Liquid Glass. The translation is simple: a system starring transparencies, rounded icons and even softer animations. The changes range from the application pitcher to the apps themselves, a work that the developers will have to begin to adapt to maintain coherence with the renewed system. News at Apple Intelligence. Apple wanted to start (in a very short way) its Keynote with news in its artificial intelligence functions. A good part of them, not yet available in Europe. Among them, The new Siri. One of the big changes is how applications will interact with Apple Intelligence. Developers can configure their apps to directly access Apple Intelligence, privately and even without connection. Image | Apple

Follow the Apple Keynote with News of iOS 26 and more live

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The beginning of the second half of the year is the beginning for Apple in regards to software. The company has summoned us at Apple Park to attend its WWDC 2025, the Conference for Developers in which we will discover all the news related to iOS 19 (or, according to rumors, iOS 26), the rest of the ecosystem platforms and, With still doubts what will be the next stepthe improvements that come to Its artificial intelligence functions. One more year, in Xataka we will cover it on all fronts. How to follow WWDC 2025 The WWDC 2025 will take place today, Monday, June 9 at 7:00 p.m. Spanish peninsular. You can follow her with us On YouTubethrough our website and in Our direct page. Spain: 19:00 (18:00 in the Canary Islands). Mexico: 11:00 am Colombia: 12:00 am. Venezuela and Chile: 1:00 pm. Argentina: 2:00 pm. What do we hope to see WWDC is an event focused mainly on software. Some changes that will arrive first in the beta phase and, before the end of the year, to a good part of the Apple ecosystem devices. Except Unexpected delays or problems, Like the new Siri. This wwdc will be that of “Solarium”one of the biggest changes we have ever seen in the Apple systems interface. According to rumors, transparency will be the protagonist, and that Vision Pro will mark the path of the iPhone, the MAC and the iPad. And to unify these platforms and end the messes in the name, the key will be to bet on the year of launch + 1. From there iOS 26, macOS 26 and ipados 26. News are also expected in TVOS 26, Watchos 26, Visionos 26 and Some changes in native applications. This WWDC is a complex for Apple. It is your time to demonstrate at what point the company is at the software level, its credibility after promising a revolution with AIand the maturation point they have reached after suffer potholes in recent months. There are many questions to answer, and here we will be to tell you one by one. Image | Xataka In Xataka | The best functions and options of Apple Intelligence on iPhone and Mac to take advantage of artificial intelligence

Today Apple has its most complicated event in many years

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For decades, WWDC has been a triumphal showcase for Apple. A moment of glory where the company took chest to developers, press, partners and fans. Cook took the stage with the confidence of who knows that he will impress and Federight deployed charisma and Pompadour between demos that worked perfect. The public applauded with almost religious fervor. That time is over. Today’s WWDC (seven in the afternoon, Spanish peninsular time) will be the most complicated in Apple’s recent history. The reason: The company arrives of credibility. A year ago They promised a revolution with Apple Intelligence and a new Siri. They showed dazzling videos where AI understood the personal context, anticipated needs and executed tasks between apps. It was the future and Apple was going to put it in the palm of the hand. But That has not happened. Months later, the best functions were silently postponed. Then, indefinitely postponed. The announcement came with the typical discretion of those who do not want to make noise about a failure. The new Siri that was going to change everything was a mirage. Meanwhile, Chatgpt, Claude and Gemini continue to evolve, but in another league. Apple’s AI stays in anecdote. And the problem transcends AI. Apple today faces an audience that is no longer the same. Developers are historically their most condescending audience (fans apart), but many of them have already lost patience. Epic has starred in a five -year war which exposed the rentist practices of the App Store. The EU forced changes that Apple resisted until the end. 30% commissions They are no longer accepted Like the natural price of paradise techbut as an abusive toll. Blind devotion has become informed skepticism. Of the ancient evangelists there are still some left, but many have become critical observers that applaud the successes but already point out the errors. The iPhone is still excellent, but it is no longer a mystical revelation. It is a product Premium In a saturated market, manufactured by a company that a year ago promised more. This WWDC is not going to be another power exhibition, but a credibility examination. A scenario in which Apple is not used to handling. And another demo of unreal concepts cannot be affected, he cannot promise what he cannot deliver. You cannot trust that your last story gives you indefinite white checks. You must demonstrate, step by step, that you still know how to innovate without fooling. The twilight of the “Apple culture” It is not the end of Apple, but its forced maturation. The company that was once the technological rebel must learn to be a responsible giant. Its most sophisticated users no longer seek blind faith, but tangible results. And that, paradoxically, could be the best that has happened to the company in a long time. In Xataka | Blackberry sold more phones than ever in 2011. It is a disturbing reminder for Apple and its indifference to AI Outstanding image | Apple

Apple believed to have an excellent plan to deploy its AI in China. He is going as good as everything else in China

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Souring records are precisely that, bittersweet. In Apple they know well: in the first quarter of 2025 124.3 billion dollars entered, but that colossal figure is fogged by a worrying fact: In China things are going wrong. The company is no longer what it was there, and has lost 9% market share in a year. In Cupertino, yes, they had a plan to relive sales: offer Apple Intelligence, and also do it with a category Chinese partner. Specifically, with Alibaba, which seemed the ideal option for its influence on the Chinese market and also for having a chatbot Especially advanced as Qwen2,5-Max. The plan was not bad, especially considering the worrying situation that Apple lives with its disastrous deployment of AI functions. Apple Intelligence is still far behind its competitors, and Siri’s scandalous non -zacing has revealed Internal rivalries, indecision and leadership problems In the company. But with Alibaba everything seemed good. The actions of the Chinese company rose like the foam after the rumors and everything seemed to go stern. It is not like that, and the deployment of Apple Intelligence in China with its new partner is delaying because of Chinese regulators. Apple and Alibaba have collaborated in the development of various AI products to be able to implement them, and have asked the authorities to regulate this sector to approve. But the administration of the cyberspace of China (CAC), main responsible for giving that blessing, has not done so. These requests are currently blocked According to sources close to the process cited in FTand reason is not technical, but political. The uncertainty about the situation between China and the United States and that commercial war that they maintain – and that affects the entire world – is causing that blockade, according to these sources. The situation for Apple is complicated On the one hand, he tries to deal with a US president whoUaiere forcing What Apple manufactures the iPhone that sells in that country locally. The idea is so expensive for Apple that will continue Going to account sEguir man by manufacturing them in India To avoid Chinese tariffs. On the other, it has been left behind for sale of iPhone in China, where Xiaomi, HuaweiOppo and alive have already advanced it. All of them have the government’s support and are tightening too In the supply of AI functions, but Apple Intelligence is still not a competitive proposal. Precisely the CAC approval process includes those AI tests. The AI ​​models developers themselves in China cannot market them or publish them unless they receive the approval of the government, which wants AI models “Very socialist“These restrictions should have favored Apple, especially after the alliance with Alibaba, but the tensions with the US after the absurd rise in tariffs -now in pause– They have made the situation unusual. The situation is so complex that Apple faces double suspicions. First, the final approval of the agreement between Apple and Alibaba to implement those functions of AI in the iPhone in China must be validated by the Chinese State Council. And second, the Bureau of Industry and Security of the US Department of Commerce has shown according to FT its reservations with that agreement, although they do not have legal means to prevent it. The situation is complicated, and that blockade of validation only becomes more. And meanwhile, Apple and Huawei grows. From the beginning of 2023 until now, Apple’s share in mobiles in China was 70%, and is now 47%. Huawei’s? It was 13% and is now 35%. Image | Maccy In Xataka | The iPhone has been making many years in China. Apple wants to change that and China wants to avoid it at all costs

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