Back in 2018 it looked like Apple Inc.’s artificial intelligence efforts were finally getting on track. Early that year, Craig Federighi, Apple’s software chief, gathered his senior staff and announced a blockbuster hire: The company had just poached John Giannandrea from Google to be its head of AI. JG, as he’s known in the industry, had been running Google’s search and AI groups. Under his leadership, teams were deploying cutting-edge AI technology in Photos, Translate and Gmail—work that, along with the 2014 acquisition of the pioneering British company DeepMind, had given Google a reputation as a leader in AI. To Apple’s leadership, the Giannandrea hire wasn’t just a coup at the expense of their fiercest rival. It was also, they hoped, the start of the company’s transformation into an AI powerhouse. Just before the death of co-founder Steve Jobs in 2011, Apple had unveiled its voice assistant, Siri. At first, Siri felt like something out of science fiction—once again, Apple had taken a futuristic computing concept and turned it into a mainstream product. But within a few years, Google, Amazon.com Inc. and other competitors had introduced voice assistants that felt far more advanced, while Apple’s struggled with basic comprehension and commands.

Full analysis : How Apple’s inability to ride the generative artificial intelligence technology threatens everything from the iPhone’s dominance to plans for robots and other futuristic products.