Name: Apple Executives Defend Apple Intelligence, Siri and AI Strategy
Uploaded: 2025-06-10T21:16:00Z
Duration: 7 min 5 s
Description: Apple’s AI rollout has been rocky, from Siri delays to underwhelming Apple Intelligence features. WSJ’s Joanna Stern sits down with software chief Craig Federighi and marketing head Greg Joswiak to talk about the future of AI at Apple—and what the heck happened to that smarter Siri.

https://www.barrons.com/client

Topics

Memberships

Tools

Customer Service

Network

Newsstand

For Business

For Education

For Advertisers

Account

About Barron's

bolded

unBolded

"We're trying to build an infrastructure at a pace the world has never seen before," Said Mike Intrator, CEO of CoreWeave. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/9fefeb96-21f1-4462-b112-3aaca3722949/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on Whether the AI Boom Is a Circular Economy

"The promise of AI is starting to get traction," said Mike Intrator, CEO of CoreWeave. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/d1a78d1d-5153-453e-b4f6-6071639a1866/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on the Future of the 'AI Economy'

"Nvidia has been an absolutely incredible partner for CoreWeave," said Mike Intrator, CEO of CoreWeave. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/d8bc483e-3a75-466a-8e14-6c1712b12f14/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on the Company's Relationship With Nvidia

Mike Intrator, CEO of CoreWeave, discussed the company's investments in self-built data centers, as well as third-party infrastructure. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260130/3116ef6f-8fc2-43d8-a8e5-1c7b2aa839a4/1/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on the Company's Data Centers

Mike Intrator, CEO of CoreWeave, explained why the company's relationship with Nvidia is "symbiotic but not equal," the future of the AI economy, and more as part of a conversation with Barron's editor at large Andy Serwer. This interview was recorded on Jan. 21, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260129/92afbff0-1175-4030-a383-f6a94b7dd910/2/hls/manifest-hd-wifi.m3u8

CoreWeave CEO on Nvidia, AI, and Building the Cloud

Joseph Dominguez, President and CEO of Constellation, discussed global aspects of the energy business. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/dbf8069d-2eb7-4993-95e2-df86725f078f/1/hls/manifest-hd-wifi.m3u8

Constellation CEO on Transmitting Energy Globally

Joseph Dominguez, President and CEO of Constellation, discussed the future of the electric vehicle industry. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/669e068f-d199-4ee5-9376-7eb2e8a83461/1/hls/manifest-hd-wifi.m3u8

Constellation CEO Sees Steady Growth for EV Demand

Joseph Dominguez, President and CEO of Constellation, discussed President Donald Trump's call for an emergency power auction. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/52e7ac58-b132-4bcb-b752-a15c6e189bb5/1/hls/manifest-hd-wifi.m3u8

Constellation CEO on Trump's Plan to Cut Mid-Atlantic Electrical Bills

This level of energy demand has not been seen "in a long period of time," said Joseph Dominguez, President and CEO of Constellation. This interview was recorded on Jan. 20, 2026, at the World Economic Forum meeting in Davos, Switzerland.

https://m.wsj.net/video/20260122/082972b7-68f3-4df5-978c-7da79ff3fd50/1/hls/manifest-hd-wifi.m3u8

Constellation CEO on What Hyperscalers Mean For the Energy System

At Barron's

"Your 9-5...is just not going to do it," Nick Magguilli, personal finance expert, said on Barron's Streetwise podcast.

https://m.wsj.net/video/20251216/e6897805-d131-4cc4-9c59-ca03b0c0b958/1/hls/manifest-hd-wifi.m3u8

How to Scale Your Net Worth

TJ Thornton, Head of Global Research Product Marketing at BofA Securities, talks to Jack Hough about his favorite stocks outside of AI.

https://m.wsj.net/video/20251210/f9c1a95c-5a0e-4349-9fe4-73b3ac53bfb8/1/hls/manifest-hd-wifi.m3u8

BofA’s Favorite Non-AI Stocks

Jack Hough talks to TJ Thornton, Head of Global Research Product Marketing at BofA Securities about diversifying stocks to hedge AI risks.

https://m.wsj.net/video/20251210/8e164ff7-1500-4c2f-8713-e891c640a0f4/1/hls/manifest-hd-wifi.m3u8

Evaluating Investing Opportunities Beyond AI

Steve Quirk, chief brokerage officer at Robinhood, breaks down the value of tokenizing stocks in different markets.

https://m.wsj.net/video/20251126/f86d65ea-bd8b-4777-b6b0-80f7bb12027e/1/hls/manifest-hd-wifi.m3u8

Unpacking Tokenization for Everyday Investors

Jack Hough talks to Steve Quirk, chief brokerage officer at Robinhood, about trends in retail investing.

https://m.wsj.net/video/20251126/a9cbdcc6-f060-4fc9-a15e-396924e25946/1/hls/manifest-hd-wifi.m3u8

How Robinhood Reshaped the Trading Landscape for an Entire Generation

Streetwise host Jack Hough sat down with strategist Scott Wren to discuss how the AI-fueled market run stacks up against the dot-com boom.

https://m.wsj.net/video/20251111/bd2e1a5b-1a6e-4543-8133-dcc63f69b5dc/1/hls/manifest-hd-wifi.m3u8

AI vs. The Dot Com Bubble

Bank of America’s Haim Israel shares what’s next for Nuclear Energy development.

https://m.wsj.net/video/20250930/ab4fc336-af44-4af2-8e40-9ae6f04a445e/1/hls/manifest-hd-wifi.m3u8

The Outlook For Nuclear

Jack talks to Lyft CEO David Risher about growth potential in the company.

https://m.wsj.net/video/20250929/ae62b70e-912b-4ce7-ae63-1b2652628bae/1/hls/manifest-hd-wifi.m3u8

Lyft's Ride to Profit

The stock market is expensive. What does that mean for your portfolio? Jack sits down with Franklin Templeton’s Matt Quinlan to talk dividend investing, and whether it’s a good move in a pricey market.

https://m.wsj.net/video/20250911/9c85e132-d710-4458-9467-aa69d4f25ae0/1/hls/manifest-hd-wifi.m3u8

Dividends and Capital Appreciation

Barron's Streetwise

Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning, discusses key trends that advisors should consider when offering clients financial advice.

https://m.wsj.net/video/20260127/2debf803-64bf-4584-81dc-c92da72b7ed3/1/hls/manifest-hd-wifi.m3u8

Five Trends ‘Coalescing’ in Wealth Management

Interviews with top wealth management professionals about topics including compensation, hiring, marketing, next-gen, and more.

Advisors who can successfully serve a family with starkly different priorities represents the "alpha" that deepens the value of financial advice, says Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning.

https://m.wsj.net/video/20260127/2fd71263-ad5a-47f3-b7b8-9f784fd5f557/3/hls/manifest-hd-wifi.m3u8

Reconciling Divergent Values in Multigenerational Planning

For younger clients, advisors should discuss immediate life goals, not just distant  milestones, says Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning. “‘Make sure that you bring in the things that are actually relevant now.”

https://m.wsj.net/video/20260127/a12a45bb-eb55-40ec-bdaa-03cf9e74c32c/1/hls/manifest-hd-wifi.m3u8

Generational Differences and Advising Digitally Native Clients

Anthea Tjuanakis Cox, Morgan Stanley’s head of financial planning, says that when providing financial planning, advisors should offer multiple scenarios to reduce client anxiety and ensure that all parties involved feel seen.

https://m.wsj.net/video/20260127/ffcd128f-79e9-4cdc-b902-43c7667db536/1/hls/manifest-hd-wifi.m3u8

Advisors Should Share ‘Multiple Versions of Reality’ With Clients

“When you are with a prospect, a client, or a center of influence—anyone who has the ability to connect you—use the word introduction or connection,” says Bill Cates, founder of Referral Coach International.

https://m.wsj.net/video/20260113/61e36ad7-2500-42fb-abff-a52ca20310e8/1/hls/manifest-hd-wifi.m3u8

Why Advisors Should Embrace the Word ‘Introduction’

Bill Cates, founder of Referral Coach International, explains how advisors can learn more about their clients and build trust in the process.

https://m.wsj.net/video/20260113/ce45e37f-bb13-4b0c-896f-c7068a9e3fa0/1/hls/manifest-hd-wifi.m3u8

‘Three Magic Words’ That Advisors Should Say to Clients

“True relevance is all about empathy and really knowing your market and really knowing the people you are trying to reach,” says Bill Cates, founder of Referral Coach International. “That builds trust.”

https://m.wsj.net/video/20260113/85e0ebeb-a785-4705-b6af-5525daba48fd/1/hls/manifest-hd-wifi.m3u8

Relevance, Empathy, and Trust

Bill Cates, founder of Referral Coach International, describes how financial advisors can distinguish themselves from competitors.

https://m.wsj.net/video/20260113/bcc0f384-0f4a-4f62-bce9-6526a43e8948/1/hls/manifest-hd-wifi.m3u8

What’s Your Differentiator?

Although the northeast is still a “very strong market,” advisors and wealthy clients have been moving to the Southeast since Covid, says Jeff Gonyo, head of Wealth Management at Steward Partners.

https://m.wsj.net/video/20251229/3365335d-5a6e-435b-8ac2-df76d0ebcb93/1/hls/manifest-hd-wifi.m3u8

Advisors and Wealth Are Shifting to the Southeast

Barron's Advisor The Way Forward

Emily Green, head of wealth management at Ellevest, discusses the company’s intensive approach to training advisors on alternative investments.

https://m.wsj.net/video/20260122/3a98e5d9-ae20-4526-ae91-8a3df74c93a0/1/hls/manifest-hd-wifi.m3u8

How Ellevest Works With Advisors and Alternative Investments

Clients are concerned with the timing of distributions and the after-tax return of a fund and focus more on the value they receive than a fund’s fees, says Emily Green, head of wealth management at Ellevest.

https://m.wsj.net/video/20260122/eef5dc96-9ac0-4f4b-9944-c36951d47e40/1/hls/manifest-hd-wifi.m3u8

The Things That Clients Care Most About

Emily Green, head of wealth management at Ellevest, says advisors should “show up” where women are, be sensitive about how they are showing up, and focus on helping clients achieve their goals.

https://m.wsj.net/video/20260122/33e77af3-1032-4891-9284-c455d900f9d2/1/hls/manifest-hd-wifi.m3u8

Three Effective Ways for Advisors to Reach More Women

Ellevest’s head of wealth management discusses how the firm is addressing the gender wealth gap and how its advisors are helping female clients with all aspects of financial planning.

https://m.wsj.net/video/20260122/7bcfe251-9b72-47e7-b6d2-46b70f68b77c/1/hls/manifest-hd-wifi.m3u8

Emily Green: Women, Investing, and the Great Wealth Transfer

The Ameriprise Financial Services private wealth advisor discusses the centrality of the advisor-client relationship, the shift to holistic planning, and reasons why the financial planning process should be simplified.

https://m.wsj.net/video/20251216/0763524d-fc27-4495-a779-bbb533e16abc/1/hls/manifest-hd-wifi.m3u8

Doug Messina: The Importance of Strong Client Relationships

In terms of business continuity, “We don't leave until the client says, ‘yeah, I'm comfortable with so and so now and I know how to reach you if I need you,’” says Doug Messina, private wealth advisor with Ameriprise Financial Services.

https://m.wsj.net/video/20251216/32c51a2b-7ac0-4867-a758-7dd04ed104a1/1/hls/manifest-hd-wifi.m3u8

Transitioning Clients to a New Financial Advisor

“If you’re only hyper-focused on what’s happening in the market, it’s not going to do a whole heck of a lot,” says Doug Messina, private wealth advisor with Ameriprise Financial Services.

https://m.wsj.net/video/20251216/d08e7cf8-15b2-4d7b-b911-be1fa6058a65/1/hls/manifest-hd-wifi.m3u8

‘You Have to Be Able to Connect With People’

Be honest, be yourself, and “put yourself in the client’s position,” says Doug Messina, private wealth advisor with Ameriprise Financial Services.

https://m.wsj.net/video/20251216/e3bd3c54-c3c9-4856-b27b-52e1f20f96b3/1/hls/manifest-hd-wifi.m3u8

3 Pieces of Advice for Younger Advisors

Advisors need to “invest in the younger folks,” says Merrill Lynch private wealth advisor Tony Carpentieri, who asserts that developing “energetic, new, up and coming, and emerging players is the most important part” of succession planning.

https://m.wsj.net/video/20251204/b5efe5ba-edf5-4dc7-9040-2739b43dd9c4/1/hls/manifest-hd-wifi.m3u8

The ‘Most Important’ Part of Succession Planning Today

Barron's Advisor Next Generation

Will Nvidia and other technology companies keep powering the stock market in 2026? We'll speak with two veteran money managers about their views on tech and their favorite stocks for the coming year.

https://m.wsj.net/video/20251212/5683d7a0-ed1f-4e3c-b913-bb3367ea3abd/1/hls/manifest-hd-wifi.m3u8

Finding Bargains in a Pricey Market

Explore what could go right for investors, and what could go wrong, in a year that will see the AI trade evolve, the Fed's leadership change, and global competition for resources increase in this 2026 Outlook.

https://m.wsj.net/video/20251212/573f5954-c4ab-43e9-804d-f1ea93fbb70c/1/hls/manifest-hd-wifi.m3u8

Meeting the Challenge

Stocks are expensive, risks abound, and AI is about to change the world. Other than that, building a calamity-proof retirement portfolio should be a cinch. Tune in as two veteran money managers size up the markets and share their investment ideas.

https://m.wsj.net/video/20250211/17a5e7d6-7c36-44b0-a35e-bf5ac3a24194/1/hls/manifest-hd-wifi.m3u8

Saving for a Sunny Day

Research shows that people greatly underestimate the healthcare costs they’ll face in retirement. Learn from experts how to estimate those costs, prepare for potential long-term care needs, and manage healthcare expenses in retirement.

https://m.wsj.net/video/20250211/e7c022d9-badf-4e95-8e7c-0b6fce9f7823/1/hls/manifest-hd-wifi.m3u8

Are You Fiscally Fit?

Surging power demand, new energy sources, and growing competition have spurred the utility industry to become more innovative than ever before. Our panelists will unpack the changes afoot and explore what lies ahead for companies, customers, and investors.

https://m.wsj.net/video/20240917/001ea098-1fcc-4da5-9f0e-a3b149bbb2fb/1/hls/manifest-hd-wifi.m3u8

Not Your Father's Utility

Modernizing America's grid will take creativity and money -- lots of money. Learn how players across the power sector can achieve their electrification goals and serve new customers without breaking the bank for consumers.

https://m.wsj.net/video/20240917/bd6bd43a-bb07-4b7f-9d1c-6ae04220bea9/1/hls/manifest-hd-wifi.m3u8

Ready for a Revamp?

The launch this year of Bitcoin ETFs has made it easier for investors to buy and trade the cryptocurrency. But is that a wise move, and if so, how much crypto should you own?

https://m.wsj.net/video/20240529/cbb77f15-ef70-445d-85ae-5f02c24ea1ef/1/hls/manifest-hd-wifi.m3u8

Investing in Cryptocurrencies

Bitcoin and other digital currencies reside on software networks that aim to revolutionize everything from finance to art. Barron's talks to industry experts about the outlook for blockchain technology and its potential uses.

https://m.wsj.net/video/20240529/8f60a5ea-6de4-4c3c-b7c2-12b11aaa99f3/1/hls/manifest-hd-wifi.m3u8

Is Crypto Really a Game-Changer?

Persistent inflation means retirement savings don't go as far as they once did. We discuss the best inflation hedges, and how retirees can benefit from higher-for-longer interest rates.

https://m.wsj.net/video/20240429/69577ad6-cbaf-4d34-96f1-c42136e26aa2/1/hls/manifest-hd-wifi.m3u8

Protecting Your Nest Egg from Rising Prices

Barron's Roundtable

Whether you're leading a transition, building a scalable team, or just trying to stay ahead of the curve, this episode will give you practical insights to lead smarter and grow stronger.

https://m.wsj.net/video/20251010/fd26d60b-d1e6-409b-b51b-101da4aaa368/1/hls/manifest-hd-wifi.m3u8

Next-Gen Leadership Meets Smart Innovation

Electric vehicles sales are growing but not at the pace some expected. Some would-be buyers worry about the range of EV charging, and others are swayed by politics. But innovators from Detroit to Silicon Valley still envision a dramatic shift in how we get around. What’s going on and what’s next?

https://m.wsj.net/video/20240603/5784fa60-791c-47ad-9740-42e4553de5c4/1/hls/manifest-hd-wifi.m3u8

Forces Shaping EV Adoption and the Future of Driving

Success in improving the power grid to accommodate the electricity demands of the future will be a boon for companies doing the work and utilities that succeed. Explore the investing risks and opportunities.

https://m.wsj.net/video/20240522/2b825c69-2687-4d88-923b-0c8f523a2f67/1/hls/manifest-hd-wifi.m3u8

How to Invest in Initiatives to Bolster the Power Grid

Joanna Rotenberg, Fidelity's president of personal investing, discusses ways to make investing more accessible and how to bolster your own financial security.

https://m.wsj.net/video/20231025/8ad733df-ac90-41fd-9655-7761b3e0532c/2/hls/manifest-hd-wifi.m3u8

Mind the Gap: Demystifying Investing

Reshma Kapadia sits down with Cozy Wittman of College Inside Track to discuss how to tackle all things college, from what admission officers are seeking today, to navigating the different ways to funding higher education and evaluating the ROIs.

https://m.wsj.net/video/20230515/b7229011-05cc-42ec-9c16-1d7752ec668d/1/hls/manifest-hd-wifi.m3u8

Decoding the College Search and Financing Puzzle

Nicole Webb, financial advisor and SVP at Wealth Enhancement Group, shares ways to navigate the real estate market this spring whether you are a first-time buyer, a retiree downsizing or someone who is relocating or looking for a second home.

https://m.wsj.net/video/20230424/93eb00e1-caf0-4e83-9fc7-b502a57dc546/1/hls/manifest-hd-wifi.m3u8

Pro Tips on Buying and Selling a Home

Reggie Fils-Aimé, former president and COO of Nintendo of America, joins Barron's deputy editor Alex Eule to discuss his unlikely rise to the top, and the risks he took once there to beat the odds and achieve success.

https://m.wsj.net/video/20220630/61e2296d-ab1a-4216-ae65-24676447c616/1/hls/manifest-hd-wifi.m3u8

How Nintendo's Former President Disrupted the Gaming Industry

2050 Wealth Planners co-CEO Lazetta Rainey Braxton, Sequoia Financial Planners vice president Elizabeth Scheiderer, and MoneyZen founder Manisha Thakor offer tips on how to prepare for recession, inflation, caregiving needs.

https://m.wsj.net/video/20220617/a71025ce-518b-49b9-b098-21417863f8ce/1/hls/manifest-hd-wifi.m3u8

Financial Advice for the Inflation-Weary

Families and advisors have a lot to navigate when it comes to generational wealth transfer. Add sustainable investing to the list. Examine strategies to help close the generational divide. From the Dow Jones Energy & Sustainability event series.

https://m.wsj.net/video/20230210/85cbf3f9-b5ab-4bfa-93c6-f8e8a247d386/1/hls/manifest-hd-wifi.m3u8

Sustainable Investing and the Wealth Transfer

Barron's Events

Level Up

Barron's Explains

Back to Business

Great Investors

MarketWatch

Video Center - Barron's home

Apple’s AI rollout has been rocky, from Siri delays to underwhelming Apple Intelligence features. WSJ’s Joanna Stern sits down with software chief Craig Federighi and marketing head Greg Joswiak to talk about the future of AI at Apple—and what the heck happened to that smarter Siri. Photo Illustration: JJ Lin

https://m.wsj.net/video/20250610/a7f62ee4-e4f5-4e5d-969a-22644536a47b/1/hls/manifest-hd-wifi.m3u8

Apple’s AI rollout has been rocky, from Siri delays to underwhelming Apple Intelligence features. WSJ’s Joanna Stern sits down with software chief Craig Federighi and marketing head Greg Joswiak to talk about the future of AI at Apple—and what the heck happened to that smarter Siri.

Apple Executives Defend Apple Intelligence, Siri and AI Strategy 

Siri should be as good, if not better, than the competition.

Oh and I think, ultimately, it should be. That's certainly-

But it's not right now.

That's certainly our mission.

I'm here at Apple Park in Cupertino, and I just sat down with Apple executives Craig Federighi and Greg Joswiak. Here are a few bits of the interview where we talk about those Siri delays and the future of AI for the company. Stay tuned for the full interview soon. Last year, you announced a smarter AI-driven Siri. Where is she?

We had a really two-phase plan, two versions of an architecture to deliver a great Siri. And as we got into the conference, we had V1 working to do basic capabilities that we showed off at the conference. So we had some real software we were able to demonstrate there and show what was coming. But it didn't converge in the way, quality-wise, that we needed it to. We had something working, but then, as you got off the beaten path, and we know with Siri, it's open-ended what you might ask it to do and the data that might be on your device that would be used in personal knowledge. And we wanted it to be really, really reliable. And we weren't able to achieve the reliability in the time we thought.

But there was a working version of this? This wasn't just-

Oh yeah. Yeah.

Vaporware?

Oh, no, no, no, no, no, of course, no, we were filming real working software with a real large language model, with real semantic search. That's what you saw.

Okay.

Yeah, there's this narrative out there that, yeah, it was demoware only. No, it was-

Yeah.

It was again something we thought, as Craig said, would actually ship by later in the year. Look, we don't wanna disappoint customers. We never do. But it would've been more disappointing to ship something that didn't hit our quality standard, that had an error rate that we felt was unacceptable. So we made what we thought was the best decision. I'd made it again.

It's great that you set this high bar, but you're also Apple. I mean, you've got more engineers, more cash than most companies, maybe any company. Why couldn't you make it work?

I mean, this is new technology. I think, when it comes to automating capabilities on devices in a reliable way, no one's doing it really well right now. And we wanted to be the first. We wanted to do it best. And like I said, we had very promising early results and working initial versions, but not to the level that, as we began living on it internally and feeling, were like, "This just doesn't work reliably enough to be an Apple product." So this stuff takes hard work, but we do see AI as a long-term transformational wave, as one that's going to affect our industry and, of course, our society for decades to come. We wanna get it right. There's no need to rush out with the wrong features and the wrong product just to be first.

So many people associate Apple and AI with Siri.

Mm hmm.

I mean, since plus 10 years ago now.

Sure.

And so there is a real expectation that Siri should be as good, if not better, than the competition.

Oh, and I think, ultimately, it should be. That's certainly-

But it's not right now.

That's certainly our mission. Yeah, but that's our mission, you know? We set out to tell people last year where we were going. I think people were very excited about Apple's values there, an experience that integrated into everything you do, not a bolt-on chatbot on the side, something that is personal, something that is private. We started building some of those and delivering some of those capabilities. I in a way appreciate the fact that people really wanted the next version of Siri, and we really wanna deliver it for them. But we wanna do it the right way.

When's the right way gonna come along?

Well, in this case, we really wanna make sure that we have it very much in hand before we start talking about dates for obvious reasons.

And will that include these features that you had previously announced and more? I mean, is this the effort to make Siri this more interactive AI companion?

Sure. Well, I mean, look, on the one hand, I would love to dish about my enthusiasm for our future plans. But that's exactly what we don't wanna do right now, right, to-

Makes sense.

You know, miss that expectations. We wanna deliver something great that you and all of our customers really appreciate.

You have mentioned Apple Intelligence a lot, and you know, to be honest, I'm not really a big user of Apple Intelligence. I'm using a lot of your competitors' products. Can you or will you keep up with that competition?

Well, again, it's important to realize our strategy's a little bit different than some other people, right? Our idea of Apple Intelligence is using generative AI to be an enabling technology for features across our operating system. So much so that, sometimes, you're doing things you don't even realize you're using Apple Intelligence or, you know, AI to do them. And that's our goal, integrate it. There's no destination. There's no app called Apple Intelligence, which is different than like a chatbot, which again, what I think some people have kinda conflated a bit. Like, "Where's your your chatbot?" We didn't do that. What we decided was that we would give you access to one through ChatGPT, because you know, we think that was the best one, but our idea is to integrate across the operating system, make it features that, you know, I certainly use every day.

And I think, I mean, AI is one of those massive technological waves, like the internet, like mobility. When you look at the internet, I don't think anyone was saying, "Gosh, Apple, I find myself using amazon.com, and I'm not using, you know, I use that a lot. Why don't you have one of those?" "I find this web search thing really useful. I'm enjoying, you know, streaming cat videos. I find this useful. Why is this not in your product?" Well, of course, the internet was vast. It was opportunity for many, many companies, for users to do a wide diversity of things. It was also a huge enabler for Apple, and I think Apple made the internet accessible in a lot of ways more than anyone. And it was super empowering for our customers and for our products. But that didn't mean that every experience that you might take on necessarily is gonna happen inside of Apple or ultimately happen with Siri.

Between you both, you have, I believe, around 60 years of experience at this company.

Yeah, yeah.

You've seen the company go through highs, through lows. Where do you think you are right now? There's a lot of sentiment that Apple is on its back foot here.

I think you're right to bring up that perspective, because I think when you have been through different waves, you're very accustomed to the ups and downs. And I think we're feeling really good right now.

And look, I hate to be naive, but I remember Steve had come back and he told us, "Look, what we have to do is create great products and tell people about 'em. And if we do that, everything else will work out." And it turns out, that is kinda the case. And we create great products, and we think our products are exceptionally great right now and keep getting better. And again, I'll hang onto that naive theory that if we build great products, we tell people about 'em, everything else will work out.

Everything is now a tech thing. In creative and humorous videos, WSJ senior personal tech columnist Joanna Stern explains and reviews the products, services and trends that are changing our world.