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Craig Federighi says Siri won't become sentient, but it'll get better

Apple Intelligence launches with iOS 18.1. Image credit: Apple

Apple head of software Craig Federighi was asked about Siri and Apple Intelligence, and while he couldn't discuss the future, he was sure Siri was never going to become some kind of sentient pal.

Apple Intelligence will launch alongside iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1 before the end of October. Instead of falling into the hype cycle of its competitors, Apple seemingly took a more conservative approach by offering private and secure tools users can use every day.

Apple's senior vice president of software engineering Craig Federighi sat down with Wall Street Journal Joanna Stern to discuss Apple's entry into AI and how it differs from the competition. One example he cited was that Siri is already helping users open their garage door or send a text, while ChatGPT isn't meant for those use cases.

One moment, Federighi pointed out that Siri would continue to improve over time, but Apple isn't targeting a "sentient pal." This differs greatly from other companies like OpenAI, Microsoft, and Google which seem convinced they may create sentience at any time — referred to as Artificial General Intelligence (AGI).

Instead, Apple wants users to get useful text summaries or use Clean Up to remove objects without fundamentally changing an image. Other companies are happy to generate entire essays or turn a memory into a fabrication, both things Apple seems disinterested in doing.

Privacy isn't a concern with Apple Intelligence, but when Stern asks why other companies aren't approaching AI this way, Federighi's answer is simple. Not only is Apple's on-device system and Cloud Compute difficult to build and execute, the concept runs counter to competitors that want to suck up as much data as possible for training.

When asked about the delay releasing features for Apple Intelligence, Federighi called AI a "big lift" and that "we want to get it right." As opposed to putting "something out there and have it be sort of a mess."

His answer reflects Apple CEO Tim Cook's, who said Apple wasn't the first to AI, but it will be the best.

Apple sees Apple Intelligence as a decades-long arc that needs to be done responsibly. That arc begins with iOS 18.1 and the other operating systems on or around October 28.



16 Comments

melgross 33622 comments · 20 Years

For me, I’d just like to be able to ask a question and get an accurate answer. The one thing Apple will miss out on with their model is that more people will just want to ask Siri some seemingly random question and get an answer, no matter what the question is. My friends and I get together every Friday, go to ,inch and co e back to my house where we have cake coffee or tea. We talk about everything. Often we need information to settle an argument. I see that as being more useful than summarizing my emails or messages.

but Apple is farming that out to ChatGPT. It’s out of their control. I’d really rather Apple handled that as well.

mpantone 2254 comments · 18 Years

Apple sees Apple Intelligence as a decades-long arc that needs to be done responsibly. That arc begins with iOS 18.1 and the other operating systems on or around October 28.


As I mentioned elsewhere all consumer-facing AI features right now really shouldn't be considered more than an alpha or early beta state. Some AI tasks that people do in 2024 and 2025 won't be done in 2026. There will new tasks that arrive. Some will come and go. But for sure there is no reason for anyone to consider today's consumer-facing AI features as mature technology.

We see too much of that online in various discussions -- not just here at AppleInsider -- where people are judging AI as though it were fully featured and not expected to change.

That is shortsighted at best, maybe more naïve. It would be like judging the viability of streaming music based on early 64kbps streams (long before people had smartphones).

AppleZulu 2205 comments · 8 Years

Federighi and Apple are the only ones being honest that none of this is anywhere near becoming ‘sentient’ AGI. 

The_New_tonton 37 comments · 4 Years

Has anyone else noticed that it’s  already WAY better at finding the correct music results?

I can actually get it to play the correct Led Zeppelin (I-IV) or Yes (Yes, The Yes Album) album now. Before, it was impossible.

avon b7 8046 comments · 20 Years

AppleZulu said:
Federighi and Apple are the only ones being honest that none of this is anywhere near becoming ‘sentient’ AGI. 

That's not really relevant right now from a consumer perspective. 

Consumers will use what they have at their disposal just like always. 

Honesty isn't exclusive to Apple and Craig offered up a ridiculous line here:

"One example he cited was that Siri is already helping users open their garage door or send a text, while ChatGPT isn't meant for those use cases." 

This kind of utterly useless statement should be whacked out of existence by the interviewer. 

Why didn't Stern just take him to task with that one? 


Or this:


"Not only is Apple's on-device system and Cloud Compute difficult to build and execute"


The question 'and....?' should have been asked here. Apple is not the only company doing this. On device compute has been around for years and for very clear reasons. That will increase over time as hardware options increase. The cloud compute part is just a soundbyte too. Stern should have been all over him on that.


This summer I realised my sister-in-law was having 'conversations' with AI and the context and follow up questions/answers were spot on most of the time. 

While it is never going to be perfect (your personal mileage may vary) and user reflection is a must, the actual usefulness was off the scale in terms of context and accuracy. The same obviously cannot be said for Siri. 

And it will only get better. Being sentient or not is irrelevant as long as the overall experience is worthwhile.