The chatbots(ChatGPT, Claude et al) showed Apple exactly what can be done, the user base is already well primed. So this is a product definition done for them to execute. If done well they will be able to provide a much stronger integration into the day to day use cases than the chatbots, and can siphon off user time from them. This time around the end to end is easier with Apple Intelligence and more importantly llms doing the work Apple is floundering at. So I am hopeful, but I still see the os/app level integration as not enough in terms of functionality to make it a hit. The primary use case for llms is still conversations and search. Apple should be focusing on that aspect primarily and also add the os/app level integration as a bonus - as something only they can do. If they just do the latter, it will not be as much of a success. Let’s see how they execute.

EDIT: To provide meaningful chat functionality they have to either eat up the cost or charge a subscription for it. This will be first time they charge for Siri - a product that doesn’t garner any positive reviews. This gets even more interesting to watch

> This will be first time they charge for Siri - a product that doesn’t garner any positive reviews.

It seems like revisionist history to say that; lots of people were sold on iPhones years ago because of Siri. They have one of the few business cases for voice assistants, which are notoriously difficult to actually monetize, that actually makes any sense, since "selling iPhones" is meaningful and "selling a subscription" would be nice on top of that.

If they are using some mid model and are stingy with web search, I won’t use it more than a couple times.