## Apple’s AI Hype May Be Over: Analyst Predicts User Disappointment with Apple Intelligence
Apple’s much-anticipated artificial intelligence system, Apple Intelligence, is set to launch next week. However, a leading analyst is casting doubt on its potential success, predicting user disappointment with the feature.
Mark Gurman, a Bloomberg columnist, took to X (formerly Twitter) to express his concerns. He believes that consumers may be underwhelmed by the new AI feature, reacting with confusion or disappointment when it is finally unveiled. “Mark my words, after 5 months of hype from Apple and others about Apple Intelligence, when it actually comes out next week, there is going to be a lot of ‘that’s it?’ or ‘where is it?’ from consumers,” he wrote.
What is Apple Intelligence?
Apple Intelligence is a collection of AI-powered features designed to enhance the user experience across Apple’s device ecosystem, including the iPhone, iPad, and Mac. This system leverages generative AI technology alongside personal data to offer customized assistance to users.
High Expectations and a Possible Letdown
Apple has been generating significant buzz around Apple Intelligence for months, even suggesting that the feature could become a paid subscription service. Back in September, Apple announced that the initial AI features would be available in beta sometime last month. However, October is nearing its end, and the release is now expected sometime before November.
Developers and participants in Apple’s public beta program can already access pre-release versions of iOS 18.1 and sign up to test Apple Intelligence. While some analysts predict that Apple’s advanced AI features could generate substantial revenue in 2024, the possibility of consumer disappointment looms over the release.
A Murky Future for AI Expectations
The potential for underwhelming user response to Apple Intelligence highlights a broader trend in the tech industry. There is a growing sense that the initial hype surrounding AI may not translate into immediate, transformative results. Earlier this month, JPMorgan analyst Samik Chatterjee observed that the initial momentum for high-end models seems subdued compared to past launches, primarily due to the lack of robust AI capabilities.
The launch of Apple Intelligence will be closely watched by industry experts and consumers alike. Will it live up to the hype, or will it fall short of expectations? Only time will tell.