crystal liu

第 1 章節：Introduction
0:00Back in 2011 when Apple introduced Siri,
0:022 秒it was billed as a breakthrough feature for the iPhone. I'm really excited to show you Siri. What is the weather like today?
0:1515 秒Here's the forecast for today. It is that easy. It wasn't perfect, but it was first.
0:2323 秒Siri was a really big deal when it first launched back in 2011, because it was a whole new way to interact with your iPhone. This was actually a pet project of
0:3232 秒Steve Jobs. He saw Siri demoed as a separate app before Apple acquired the company, and was just kind of blown away by what Siri could do.
0:4040 秒He really saw the long term vision for this kind of paradigm, where you talk to your devices instead of typing, and at the time it seemed very revolutionary.
0:4949 秒But 15 years after it launched, the voice assistant still mishears things,
0:5353 秒misses context, and now the rollout of a new and improved Siri has been delayed.
0:5757 秒And last year, the tech giant introduced Apple Intelligence.
1:001 分鐘But critics say Apple has not evolved to meet the new AI standards set by OpenAI's ChatGPT, Google's Gemini, or Amazon's Alexa.
1:091 分鐘 9 秒If you look at everything they announced in WWDC last year, you know a lot of that hasn't come to fruition. They've hit a lot of speed bumps.
1:161 分鐘 16 秒Since the November 2022 release of ChatGPT, generative AI has taken off.
1:211 分鐘 21 秒Tech giants like Microsoft and Google have centered their strategies around Large Language Models, LLMs, from search to productivity.
1:281 分鐘 28 秒But some say Apple has fallen behind. You had ChatGPT, you had Anthropic's Claude,
1:331 分鐘 33 秒and so many other of these artificial intelligence products coming out there outside of Apple's ecosystem, and Apple still hasn't been able to catch up.
1:421 分鐘 42 秒Apple's stock has also taken a hit. Over the past six months, it's fallen more than 16%,
1:471 分鐘 47 秒while other tech companies like Microsoft and Google have pushed ahead in AI.
1:511 分鐘 51 秒If Apple was as successful in their own pursuits for generative AI as we've seen some of their mega-cap
1:591 分鐘 59 秒competitors, Apple stock price would be higher than it is today.
2:042 分鐘 4 秒In November 2023, during an interview with CNBC, Apple's hardware leaders insisted the company wasn't falling behind.
2:102 分鐘 10 秒Critics have been surprised that Apple appears to be f alling behind when it comes to AI. How do you respond?
2:192 分鐘 19 秒I don't believe we are. Not too worried. Not too worried.
2:222 分鐘 22 秒Since that interview, the AI landscape has moved fast and Apple's position in it has only grown more uncertain. So, what went wrong with Siri?
2:302 分鐘 30 秒And can Apple still lead in AI, or is it too late to catch up?
第 2 章節：Siri’s missed moment
2:452 分鐘 45 秒While some iPhone users love the latest updates to Siri... The new Siri in iOS 18 is so good.
2:502 分鐘 50 秒The new interface that lights up a rainbow around the edges is so much better, and it reacts to your voice in real time.
2:572 分鐘 57 秒But most importantly, Siri is actually smarter now.
3:003 分鐘Others say it's not the way it should be in the age of AI. Dear Tim Cook, your Hey Siri does not work. On the new iPhones, it does not.
3:083 分鐘 8 秒I need to know if it's only me that is having severe issues with Siri. It literally can't spell a sentence correctly.
3:173 分鐘 17 秒Hey Siri, could you send a message please? Hey Siri? Siri isn't really much of an update.
3:243 分鐘 24 秒It kind of sucks. For example, is the NBA player Zach LaVine playing tonight? SIRI: Okay- Come on.
3:323 分鐘 32 秒It should be able to tell me instead of bringing up stuff from the web.
3:353 分鐘 35 秒Siri is one where there was so much promise but obviously been very disappointing, especially after that first splash.
3:433 分鐘 43 秒While Siri was groundbreaking in 2011, Apple didn't build on that early lead.
3:473 分鐘 47 秒Over time, the assistant fell behind as rivals launched smarter, faster, more adaptive AI tools.
3:523 分鐘 52 秒There are a number of things that have held Siri back since it launched several years ago,
3:563 分鐘 56 秒and it didn't take long for competitors to really catch up to what Siri was doing: most notably Amazon with
4:044 分鐘 4 秒Alexa. Apple has traditionally been a hardware company. They make great hardware, not so great at the software and services bit of things,
4:124 分鐘 12 秒and so Siri kind of stayed the same for several years after it first launched.
4:174 分鐘 17 秒Apple's strategy has been focused on building generative AI models into its devices, aiming to make daily tasks easier,
4:234 分鐘 23 秒but industry watchers say Apple has been reactive and slow to match the moves of rivals like Google and Microsoft. In June of 2024, Apple told the world,
4:324 分鐘 32 秒"Hey, we're going to take this new large language model concept.
4:364 分鐘 36 秒We're going to make Siri more like ChatGPT this year." Back just earlier this spring, Apple said, "Oops, we aren't able to do this.
4:444 分鐘 44 秒The product is not where we thought it would be at this point." So this was kind of a huge miss,
4:484 分鐘 48 秒especially as Apple was already perceived to be behind in artificial intelligence. So, what slowed Apple down?
4:544 分鐘 54 秒Experts say missed opportunities in model development and internal fragmentation.
4:594 分鐘 59 秒They're not developing the models in-house and implementing them in-house. They're relying on third parties and then following the trend.
5:055 分鐘 5 秒I think by relying on OpenAI or increasingly other players to be able to do that, they lose that control.
5:125 分鐘 12 秒They lose the ability to implement the guardrails,
5:145 分鐘 14 秒the controls necessary to be able to effectively build the correct solution and implement it most
5:225 分鐘 22 秒effectively and most user friendly to ensure that it actually aligns with their core principles. Apple restructured its AI teams,
5:295 分鐘 29 秒delayed key Siri updates, and was slower than rivals to hire top LLM talent.
5:345 分鐘 34 秒In 2024, when Apple finally introduced its generative AI platform, Apple Intelligence, users were hopeful, but the rollout stumbled.
5:415 分鐘 41 秒Apple Intelligence started rolling out this fall, and it had several different kinds of features.
5:465 分鐘 46 秒Apple also did another feature that would summarize your notifications, and Apple actually kind of got into hot water for this because the artificial
5:555 分鐘 55 秒intelligence system was summarizing news stories incorrectly. So, for example,
6:006 分鐘the BBC had a big problem with this where they were pushing out news alerts to people's phones like normal,
6:056 分鐘 5 秒but Apple Intelligence was interpreting it incorrectly and giving the wrong answer: literally fake news pushed to people's screens.
6:126 分鐘 12 秒That was another stumble out the gate here for the Apple Intelligence system. It was supposed to kind of smartly tell you what was going on with all your apps,
6:206 分鐘 20 秒and it didn't really live up to that promise, so they had to walk some of those features back.
6:246 分鐘 24 秒The major challenge has been the hallucinations around the news alerts, which have been pretty significant. The other factor is around differentiation, and it's inability to keep up,
6:376 分鐘 37 秒inability to act to the leading edge. So when you when you look at Google,
6:416 分鐘 41 秒Amazon, Microsoft and others who are building in-house and developing AI capabilities, they're able to bring products to market,
6:496 分鐘 49 秒test, evaluate them, add to them. Siri, in its most basic form and functionality,
6:556 分鐘 55 秒has probably not delivered the virtual assistant experience that your average iPhone user is seeking.
7:057 分鐘 5 秒Apple can still win within the market,
7:077 分鐘 7 秒but it needs those upgrades to become the virtual assistant that I think we can all dream the dream and thinking about.
7:137 分鐘 13 秒Tim Cook addressed this in Apple's Q2 2025 earnings call.
7:177 分鐘 17 秒With regard to the more personal Siri as you mentioned, we just need more time to complete the work so they meet our high quality bar.
7:277 分鐘 27 秒Apple declined CNBC's request for an interview for this story.
第 3 章節：Data centers and privacy
7:307 分鐘 30 秒Apple's AI challenges go beyond Siri: t hey're also about infrastructure,
7:417 分鐘 41 秒from cloud computing to custom chips to model development. Unlike competitors Google and Microsoft, Apple has not built the kind of full stack
7:487 分鐘 48 秒AI pipelines or hyperscale cloud systems needed to support cutting-edge generative AI.
7:537 分鐘 53 秒Instead, Apple's leaned in to a very different approach: privacy-first, on-device AI and outside partnerships.
8:008 分鐘Apple is different, right? They don't have a cloud business. With Apple Intelligence, at least Apple's own technology,
8:068 分鐘 6 秒t he goal is to be able to say something to the effect of, "Hey Siri, find the picture of my wife in a red dress." To drive those queries are much smaller: you could run those on your device,
8:178 分鐘 17 秒so you don't need cloud infrastructure necessarily to run those queries.
8:228 分鐘 22 秒Apple has partnered with outsiders for some AI features: OpenAI in the US and Alibaba in China.
8:278 分鐘 27 秒And Apple Intelligence is only available on newer devices: iPhones with the A17 Pro chip,
8:338 分鐘 33 秒which include the iPhone 15 Pro and the iPhone 16 lineup, and iPads and Macs with A17 Pro or M1 chips.
8:408 分鐘 40 秒I think Apple, by partnering with OpenAI, then partnering potentially with Google and Alibaba,
8:468 分鐘 46 秒and doing all of these different partnerships means that it's harder to provide that R&D process,
8:518 分鐘 51 秒that iterative rollout, which supports that kind of more effective go-to-market and implementation.
8:578 分鐘 57 秒However, you can kind of look at ways in which their partner model that they're going with, with generative
9:049 分鐘 4 秒AI, could be an asset, could be an opportunity to kind of provide the differentiation.
9:099 分鐘 9 秒The strategy means the models Apple trains are smaller but also more limited.
9:139 分鐘 13 秒If you ask broad questions like "How does quantum theory affect chip design?" Apple hands that off to OpenAI. Still, Apple is spending heavily to
9:219 分鐘 21 秒close the gap. In February, it pledged more than $500 billion in US investments over four years, including new chip facilities, AI infrastructure, and hiring.
9:309 分鐘 30 秒The $500 billion investment,
9:339 分鐘 33 秒this was something that Apple does every four years at the beginning of a new presidential term.
9:389 分鐘 38 秒They like to have a little gift for whoever the new president is or whoever is just sworn in. Now, there's a lot of fuzzy math going on here,
9:449 分鐘 44 秒and they don't exactly say where all that money is going. In this case, what they promised the Trump administration is just one factory,
9:519 分鐘 51 秒and that is going to be one in Houston,
9:539 分鐘 53 秒Texas that makes artificial intelligence servers for that private cloud that runs Apple Intelligence.
9:599 分鐘 59 秒The company is also reportedly building its own AI chips under Project ACDC,
10:0410 分鐘 4 秒expanding AI teams and testing localized LLM integrations. But the fundamental issue remains: Apple still doesn't own the full stack.
10:1210 分鐘 12 秒Without the hyperscaler, without that public cloud infrastructure, they don't have the pond ecosystem for R&D and implementation that the others do.
10:2010 分鐘 20 秒I think there's always going to be challenges around fighting it out with the Googles of the world i f in
10:2610 分鐘 26 秒an AI race, if they don't have those in-house public cloud capabilities.
10:3110 分鐘 31 秒Unlike rivals like Meta, Apple has spent years prioritizing privacy.
10:3510 分鐘 35 秒That means it has not collected the same volume of user data needed to train powerful AI models. It's a strategy that builds brand trust, but limits flexibility.
10:4310 分鐘 43 秒This is what Apple's always done, and they've always had to kind of balance the privacy of its users versus the latest and greatest features. And when it comes to AI, we can see the disadvantage,
10:5410 分鐘 54 秒at least, to that mindset, because without using just the open web in the same way and without using customer data in the same way that Google and OpenAI and so many others have been doing — Grok,
11:0611 分鐘 6 秒for example, the xAI product, it uses so much data from the X platform,
11:1111 分鐘 11 秒formerly Twitter, to inform and train its chatbot — Apple doesn't have a social network to lean on the way Facebook might, or that Grok or xAI I might
11:2011 分鐘 20 秒have. So instead, they have to rely on public data or synthetic data that's already generated by AI to do it. And what we're learning now is,
11:2811 分鐘 28 秒yes, that kind of works, b ut at the same time, it doesn't make the product as powerful. Apple just can't be a bystander.
11:3611 分鐘 36 秒They can't just look at this and play in their own sandbox. Look at every other big tech company.
11:4311 分鐘 43 秒And that's what those are: i t's the challenges, but also the opportunity facing Apple,
11:4911 分鐘 49 秒bu t developers are yearning for Apple to be a player.
第 4 章節：Can Apple still win at AI
11:5911 分鐘 59 秒At Apple's Worldwide Developers Conference,
12:0212 分鐘 2 秒WWDC, in June, it could be more about refining than reinventing.
12:0612 分鐘 6 秒The long awaited, smarter Siri that is context-aware, faster, and more conversational is still in development. Key pieces might arrive in iOS 19.
12:1512 分鐘 15 秒That means Apple's AI rollout remains a work in progress.
12:1812 分鐘 18 秒There's going to be this sort of extra dose of skepticism around everything they announced related to artificial intelligence. They kind of have to say something about AI, t hey can't just ignore it.
12:2812 分鐘 28 秒But, we know that those things that they were working on last year just couldn't get off the ground.
12:3512 分鐘 35 秒So, maybe AI takes a little bit of a backseat compared to some of the other features they want to bring to the iPhone, but I do expect them to
12:4312 分鐘 43 秒still talk about Siri, to still talk about artificial intelligence and Apple Intelligence,
12:4812 分鐘 48 秒t he new features through AI that they do plan to bring to the phones in the future. Despite delays, Apple has an edge scale.
12:5512 分鐘 55 秒It controls more than 2 billion active devices,
12:5812 分鐘 58 秒runs its own chip division, and still enjoys deep user trust. You have 2.4 billion iOS devices around the world. I recognize that Siri can be obtuse.
13:0713 分鐘 7 秒She can't do what so many other AI systems can do. In fact, she isn't even AI, leaving Apple open for, well, open for what?
13:1413 分鐘 14 秒When it's ready, you'll get it.
13:1613 分鐘 16 秒And they won't rush it out the door just to please Wall Street. There. That's Apple's AI mission: to get it right for you,
13:2313 分鐘 23 秒n ot this street that's right over here. Tim Cook will have the best, they all have the best AI.
13:3013 分鐘 30 秒Cook's North Star is client satisfaction,
13:3313 分鐘 33 秒and over time, that strategy has proven winner.
13:3513 分鐘 35 秒The one thing that would be a massive value-driver for Apple and Siri would be if they managed to implement a genetic AI on-device.
13:4413 分鐘 44 秒That would be a huge opportunity for Apple to kind of bring some differentiation and be the first kind of major mainstream vendor to bring a genetic AI on-device.
13:5513 分鐘 55 秒But competition is heating up. In May, the lead designer of the iPhone,
13:5813 分鐘 58 秒Jony Ive, officially teamed up with OpenAI to create a new AI device that could be a potential threat to Apple.
14:0514 分鐘 5 秒News of the partnership caused Apple's stock to fall. I think Apple underestimated the AI shift. I think they underestimated the complexity,
14:1414 分鐘 14 秒and I think it's really why they had to bring OpenAI in as a partner. And I think when you look over the last six months, I mean, there have been mea culpa,
14:2314 分鐘 23 秒which is pretty rare for Apple.
14:2514 分鐘 25 秒Apple is also expected to shift how it announces new features, revealing them closer to release. It's a move that could help manage expectations,
14:3214 分鐘 32 秒signaling how much the company is recalibrating in real time.
14:3614 分鐘 36 秒This is always every year, their big software event where they say, "Here is how we're going to update the software for your iPhone, for your iPad, for your Mac," and so forth.
14:4414 分鐘 44 秒Now, last year, that's when they debuted Apple Intelligence. And as we know now,
14:4914 分鐘 49 秒hindsight being 2020, a lot of what they said just did not live up to the promise.
14:5314 分鐘 53 秒Apple has weathered big transitions well in the past, from Intel to its own chips, from iPods to iPhones. But the shift to AI is different.
15:0115 分鐘 1 秒You know, Apple didn't become the most valuable company in the world by accident.
15:0715 分鐘 7 秒There's a DNA there that I think AI they definitely underestimated, but that's also the opportunity that they can go after.