Apple and Amazon AI technology లో Buildup ఎక్కువ business తక్కువ అంటున్న WSJ

[andhra_jp]

Apple and Amazon Promised Us Revolutionary AI. We’re Still Waiting.

With ‘more personal’ Siri and Alexa+, the tech giants marketed features they have yet to deliver

Let’s recap. At a February event, Amazon  announced Alexa+, a more conversational, generative-AI version of its famous assistant. During onstage demos, Alexa+ handled a complicated Uber order, answered questions about a user’s email and calendars—and even sifted through hours of Ring camera footage to find a cute dog.

The company said Alexa+ would begin rolling out in March. By March 31, no reviewers like myself had received test units. What’s more, I couldn’t find a single user of the Alexa+ service. I continue to try.

Then there’s Apple  In March, the iPhone maker said that some of its AI Siri enhancements—originally showcased last June as part of iOS 18, which launched in September—were taking longer to deliver than expected. “We anticipate rolling them out in the coming year,” an Apple spokeswoman said.

 

Apple ran an iPhone 16 Pro ad that highlighted how this “more personal Siri” could scan previous calendar appointments to help recall the name of someone you once met at a coffee shop. The company stopped running the ad, and even made it vanish from its YouTube account.

Sure, these tech giants have made different promises, but the theme is the same: We have been misled.

I understand that this is challenging technology and the cost of getting it wrong is devastatingly high, especially for companies like Apple and Amazon that must build trust with customers. But the same responsibility applies to marketing: They shouldn’t announce products until they’re sure they can deliver them.

 Some analysts even predicted “The Great Apple Intelligence iPhone Super Cycle,” expecting us to stampede Apple Stores to buy the latest iPhone 16 models just for the new AI tools—despite minimal hardware improvements. That never happened.

 

As a longtime product reviewer, I agree. I don’t want to test something that clearly isn’t ready. But when you overhype and underdeliver—and in Apple’s case, attempt to convince us these enhancements justify an expensive phone upgrade—we’re left wondering: Why should we buy your next shiny thing? Where’s that trust?