Trust is not an easy thing to earn. It’s far easier to burn. When it catches fire, it quickly consumes whatever is in its path. Such a conflagration is made worse when it singes those who have long cozied up, supported, and promulgated that trust as their own. Apple and those who make a living covering the company are both fighting a fire neither can put out without the other, regardless of what caused Apple’s rush to market whatever Apple Intelligence and the new personalized Siri was supposed to be.

The money quote of this episode and this moment is from John Gruber at Daring Fireball in Something Is Rotten in the State of Cupertino.
The fiasco is that Apple pitched a story that wasn’t true, one that some people within the company surely understood wasn’t true, and they set a course based on that.
You could say it starts and stops there. You wouldn’t be wrong.
Here’s a quote for Lance Ulanoff on TechRadar:
WWDC 2024 changed all that and gave me hope that Apple was in the AI race, but there were worrisome signs even back then that because, well, it was Apple, I chose to ignore or forgive.
Om Malk says:
It’s clear Apple must radically rethink its reason for being.
The heat on Apple has been smoldering for some time now with smoke in the air, wafting on a number of fronts. While I’m not pointing fingers and criticizing Apple pundits directly, (they were misled in my view), they’ve carried a lot of water for Apple, keeping these other recent flare-ups from burning too hot.
I’ve written about this Apple Intelligence episode previously, but to recap the particulars: Apple announced its flavor of Artificial Intelligence at last year’s World Wide Developers Conference (WWDC), carving out a fire line to slow down the burning narrative that it was behind and possibly missing the moment with AI. Boldly branding it as Apple Intelligence, the key reveal was unveiling a more personalized Siri, that unlike all of the other AI efforts on the market, would give users “AI For The Rest Of Us,” that would retain the firewall of Apple’s marketing mantra of being more secure and private.
Turns out it was a reveal that wasn’t really a reveal, but has now proven all too revealing.
As has been typical with new operating system features the last few years, Apple was clear at WWDC that some of this newness would roll out over the course of the year, so there was no surprise there. Also typical since COVID is that Apple’s announcement was a canned commercial.
Atypical, however, none of the flashier features were ever shown to pundits and journalists, even under cover of an NDA. As Gruber and others are now saying, that smoky smell reeks of vaporware.
Each year Apple faces some degree of heat as it heads into WWDC. I think things will be hotter than most this year with a higher degree of skepticism. What we’re witnessing is a landscape built by years of trust, earning the benefit of doubt, turned to ashes. They say that hell has no fury like a woman scorned, but I’m here to tell you that might take second place when it comes to torching the trust relationship between a company’s PR reps and those who cover them.
Let’s talk about that trust.
Back in my gadget blogging days for GottaBeMobile.com the first rule of thumb was always be skeptical of PR. I’ve been on both sides of that fence, pushing out PR for my own projects and covering it for others. A PR pro tells you the story they want you to cover. Covering that story, you look for the holes in addition to covering it. By and large most of the well know Apple pundits have done a reasonably good job of revealing those holes in my opinion.
Apple was different in that for the most part if they made a claim it usually held up. I remember distinctly when the first iPad was released with a claimed battery life of 10 hours. Those of us at GBM were surprised when those claims proved accurate once we had the devices in our hands. Promise made. Promise fulfilled. Trust earned.
No company is perfect, certainly not Apple. But Apple has been reasonably consistent for most of the time I’ve been covering or using their hardware and software. There have been lapses — Siri being a prime example — but nothing that wasn’t overcome and perhaps, now in retrospect, wrongly overlooked because of the trust Apple built with the media and enthusiasts who covered the company. As most now realize, the smoke and mirror show of last year’s WWDC Apple Intelligence announcement was a red flag warning that needed more scrutiny than relying on trust banked through good will and follow through.
It’s currently being endlessly debated whether or not this failure was caused by a rush to satisfy Wall Street deep in its AI bubble, poor leadership, or just trying to climb too high a mountain too fast in an attempt to create a technical solution that, as announced, would one up those already on the market. In the end I don’t think it matters much what exactly sparked this blaze. I do think it matters how Apple chooses to put out the fire. Those who cover Apple, and more importantly users, feel scorched. I’m guessing there are some in Cupertino feeling that as well.
Burn scars don’t heal well or quickly.
You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.







I doubt it will have much effect.
We have to face facts. There are far too many folks who are currently far too delighted with how things are going or far too delusional enough to think a day long protest will create enough impact to do anything but create noise. Noise is good. Signal is better.
To be clear, I’m not against protests. In fact I think there should be more of them. Pushback does help. Collective action helps more. In fact, I’d love to see a broad country wide general strike. Folks are angry, and in my humble opinion that anger unfortunately needs to heat up and boil over before anything has any prospect of prompting change. I don’t like to say that. I don’t like to think it. But it’s no longer a choice between the high road or low road. We’ve all been dragged into the gutter and like it or not we need to start fighting to get out of this stink.
So keep up the protests. I’m glad to see that there are more planned for other dates.
Keep organizing and showing up for in person protests. Especially at the district offices of cowardly congress critters who are taking orders from the top to stop doing town halls. But keep the pressure on both the MAGAts and the Dems. The former for their abject surrender and sucking up, the latter for pretending the old ways might still work. Joke’s on them all because they seem to be the only ones, besides the media, that think Congress actually matters any more than the Duma matters in Russia.
Think Bigger
I like to believe there are ways of thinking and acting bigger. This all might be pie-in-the-sky thinking, but it’s my brain and I like pie. So here are some thoughts.
Hit harder at companies like Amazon, Meta, Apple, Walmart, Target, newspapers, media, etc…
One way to do that is to organize a day when everyone cancels their subscriptions, memberships, monthly plans, etc… But don’t plan to do it just for a day. Cancel them all on one day and plan to leave them canceled for a full month or longer.
Angry about the changes at NBC and MSNBC? Cancel your cable or streaming service. If you haven’t already, cancel your subscriptions to The Washington Post, The New York Times, The Los Angeles Times, or whatever state media publication that’s certainly not going to be giving you real news in the future.
Given the choice don’t cancel online. Take the time to make a phone call and do the deed. All of those calls are recorded. State your unhappiness clearly and why you’re canceling. Whatever AI service that summarizes those calls is sure to pick up on the negativity.
Cancel your home Internet. Use your phone. AT&T, Verizon, and T-Mobile can’t be any deeper in the pockets of the government than they have been for quite some time over a number of administrations, so there’s not much room for coercion or surrender left there.
Cancel your streaming services. Log off and don’t participate in corporate social media. Again, all on the same day of action. Think you’ll be bored? Spend a month reading books. If you still have one, dust off that old Blu-Ray or DVD player and cue up any discs you have remaining. If you don’t have the discs check some out from the local library.
Pissed off at Google, Apple, Microsoft and other big tech companies? Take a trip to your local Best Buy or other gadget store and buy a relatively inexpensive external drive. Download all of what you have stored in the cloud and cancel your monthly cloud storage plans. All on the same day.
There are more alternatives for your computing needs than those offered by the popular makers. I won’t go into that here as there are plenty of resources online to find them. Here’s
First up, John Gruber in Daring Fireball takes on the broad gulf in the Gulf of Mexico (America) debate in a well reasoned, often too nuanced post entitled
Jonathan Mahler and Jim Rutenberg have put together one heckuva piece on the goings on in the Rupert Murdoch succession drama. It’s long, it’s full of gory details. It could have been a book. Of course most think it already was a streaming series. Check out ‘
With trade wars now needlessly underway most of the big news ahead this week will be in the financial markets. John Lanchester has an excellent piece with excellent context about finance and what he calls “its grotesquely outsize role in the way we live now” in
Let me rephrase that slightly, if you’re hesitant or resistant to AI taking over your tech there are no good options these days. Whether it be mobile devices, laptops, or desktop rigs, the makers of the major operating systems have all jumped on the Artificial Intelligence band wagon and are doing really poor Harold Hill impersonations trying to sell us on it.
Sure there are different flavors, but they’ve become or are becoming intrusively the default. We all know where this appears to be heading. Computing devices without AI will be the flip phones of tomorrow, If they are even available.
Apple has turned on Apple Intelligence by default, (even though it is still in beta).
Microsoft is forcing Copilot into Office 365 and its operating system and charging you more for it, wanted or not. (There are