Apple Will Reportedly Be More Cautious About Announcing New Features Well in Advance

Apple plans to mostly stop announcing new features more than a few months before they are ready to launch, according to Bloomberg's Mark Gurman and Drake Bennett. The pair of reporters revealed this noteworthy tidbit towards the bottom of a lengthy report about Apple's artificial intelligence shortcomings today.

iOS 18 Siri Personal Context
This alleged change in strategy comes after Apple was forced to delay its more personalized version of Siri, which will be powered by Apple Intelligence. Apple first previewed the promised Siri upgrades during its WWDC 2024 keynote, and at the time it said the features would be available within the following year.

Apple also missed its promised 2024 timeframe for launching next-generation CarPlay, which it first announced all the way back at WWDC 2022. The company finally announced the launch of CarPlay Ultra last week, with the software system rolling out in high-end Aston Martin vehicles in the U.S. and Canada this month.

Popular Stories

Apple CarPlay Ultra instrument cluster themes 01

Apple's CarPlay Ultra Is Here – Does Your iPhone Support It?

Thursday May 15, 2025 5:17 am PDT by
Apple's recently announced CarPlay Ultra promises a deeply integrated in-car experience, but not all iPhone users will be able to take advantage of the new feature. According to Apple's press release, CarPlay Ultra requires an iPhone 12 or later running iOS 18.5 or later. This means if you're using an iPhone 11, iPhone XR, or any older model, you'll need to upgrade your device to access...
Apple CarPlay Ultra instrument cluster themes 01

Apple's 'CarPlay Ultra' Experience Now Available

Thursday May 15, 2025 5:07 am PDT by
Apple today announced that its next-generation CarPlay experience, now dubbed "CarPlay Ultra" begins rolling out today, starting with Aston Martin vehicles. Subscribe to the MacRumors YouTube channel for more videos. CarPlay Ultra is now available with new Aston Martin vehicle orders in the U.S. and Canada. It will also be available for existing models that feature the brand's next-generation ...
iPhone 17 Air Pastel Feature

iPhone 17 Air Battery Capacity and Weight Allegedly Revealed

Monday May 19, 2025 2:22 am PDT by
Apple is expected to launch an all-new ultra-thin iPhone 17 Air later this year, and while there have been plenty of rumors about the camera's overall design and thinness, we haven't heard any details about the device's weight and battery capacity until now. According to the leaker going by the account name "yeux1122" on the Korean-langauge Naver blog, the 6.6-inch iPhone 17 Air has a weight ...
CarPlay Ultra Climate Controls

Apple Says These Vehicle Brands Plan to Offer All-New CarPlay Ultra

Thursday May 15, 2025 8:13 am PDT by
Apple today announced the launch of CarPlay Ultra, the long-awaited next-generation version of its CarPlay software system for vehicles. CarPlay Ultra features deep integration with a vehicle's instrument cluster and systems, built-in Radio and Climate apps, customizable widgets, and more. The interface is tailored to each vehicle model and automaker's identity, and drivers can also adjust...
iOS 18 Siri Personal Context

Apple Will Reportedly Be More Cautious About Announcing New Features Well in Advance

Sunday May 18, 2025 2:50 pm PDT by
Apple plans to mostly stop announcing new features more than a few months before they are ready to launch, according to Bloomberg's Mark Gurman and Drake Bennett. The pair of reporters revealed this noteworthy tidbit towards the bottom of a lengthy report about Apple's artificial intelligence shortcomings today. This alleged change in strategy comes after Apple was forced to delay its more...
Apple Intelligence General Feature

Report: Apple's Next-Gen Version of Siri Is 'On Par' With ChatGPT

Monday May 19, 2025 9:00 am PDT by
Apple has big plans to improve Siri over the next few years, Bloomberg's Mark Gurman and Drake Bennett report. Some Apple executives are now reportedly pushing to turn Siri into a true ChatGPT competitor. A next-generation, chatbot version of Siri has reportedly made significant progress during testing over the past six months; some executives allegedly now see it as "on par" with recent...

Top Rated Comments

sniffies Avatar
2 days ago at 02:51 pm
Not sure who at Apple thought it was a smart idea.

But producing ads for unreleased features is an even dumber idea.
Score: 70 Votes (Like | Disagree)
It’s always something Avatar
2 days ago at 02:53 pm
Under promise, over deliver. It is the way, no matter what marketing thinks.
Score: 59 Votes (Like | Disagree)
Aleco Avatar
2 days ago at 02:53 pm
You would think they learned their lesson after AirPower...
Score: 54 Votes (Like | Disagree)
Mrkevinfinnerty Avatar
2 days ago at 02:57 pm
New company directive:

Don't announce products that don't exist and that we don't know how to build ✅
Score: 43 Votes (Like | Disagree)
cjsuk Avatar
2 days ago at 02:55 pm
As it always was until the tech press hammered it for not having AI this and AI that and because the dumbass end of the market is used to trading false promises and are operating meme stocks (thanks Tesla / Nvidia / Microsoft, perpetual deliverers of marketing and bad products).

If anyone remembers the ARM desktop transition rollout, that's how you do it. Some quiet rumours, then day one announcements and developer transition kit available and it worked.

I got an M1 mini on day one and it worked. Compare to Microsoft's snapdragon X rollout. The mock ups and the product were completely different, it was 2 years late, it underperformed and was pulled off the market almost instantly. Where's the ass kicking for them over that?
Score: 24 Votes (Like | Disagree)
Cameront9 Avatar
2 days ago at 03:01 pm
Should make WWDC interesting.
Score: 21 Votes (Like | Disagree)