Something Is Rotten in the State of Cupertino

It's quite incredible that the company that never talks about future products has not only started doing that, but sold an entire generation of $1000+ smartphones based on a feature that didn't yet exist and probably won't exist until they release their next generation smartphone.

When they botched Apple Maps one of the top guys lost his job really quickly. This is a much bigger scandal in my opinion. Selling hardware based on software that won't exist. And the small parts of Apple Intelligence they have managed to ship are awful.

They should go back to not announcing this stuff in advance. The big features should remain secret until the OS is ready to launch. Sure it means developers won't be able to integrate with them for another 6-12 months but it's much better than where they find themselves now.

They don't even necessarily need to clam up in a way that hamstrings developers. If they have enough of a product there that they can call their APIs even halfway stable, they're probably going to be able to ship it, even if it's not perfectly on time. That sort of thing they can absolutely talk about at WWDC, give a tentative release date to, and largely retain our trust that it will show up.

This isn't that. This aspect of Apple Intelligence has nothing visible. They didn't announce it ahead of time so that developers could start hooking into it; there's still nothing for developers to do here.

This was a bad decision, apparently done purely for its short-term marketing potential, and it does, indeed, make me concerned for what's going on inside Apple.