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Posted by swolpers 8 hours ago

The iPhone's Last Stand?(stratechery.com)
124 points | 165 comments
827a 1 hour ago|
You cannot trust companies to communicate an unbiased vision of the future, because they will always build what they're capable of selling. Microsoft and Meta are incapable of selling phones and laptops; they're certainly capable of building them, but few people will buy them. So instead Meta builds smart-glasses and Microsoft presents this weird vision of "connected thin devices" by keeping the hardware itself very abstract and unknowable. The hardware doesn't matter to Microsoft, not because the hardware doesn't actually matter, but because it cannot matter, because Microsoft cannot win in hardware. Its not a vision of the future; its a vision of what Microsoft can meaningfully sell. Microsoft can meaningfully sell their weird constellation of 365 subscriptions that no one knows what they do or if they remotely do what you buy them for; thus their marketing now wears that idea of "unknowable capability" like a mask.
woah 1 minute ago||
At the same time, the only things that get built and sold are the things that someone is capable of building and selling
MoonWalk 12 minutes ago|||
Based on Microsoft's ever-more-fetid output over the last two decades, they can't sell self-respecting people jack squat.
specproc 7 minutes ago|||
I love my Surface laptop. I use arch, BTW.
jamothy 18 minutes ago||
"You cannot trust companies to communicate an unbiased vision of the future, because they will always build what they're capable of selling." This just rewrote my brain, thank you.
QuadmasterXLII 7 hours ago||
i was under the impression that the 2024 apple intelligence rollout was something of a victory: Apple realized that the majority of people don't actually want this stuff forced on them at the os level, and the ai maximalists all used apple anyways via clawbot (including purchasing an additional apple device, the mini!) because of apples non-ai-specific commitment to phone computer interop.

Certainly the copilot button in ms paint did nothing to attract the clawbot ecosystem to windows

threetonesun 7 hours ago||
I say this every time: the average person never wants to hear the letters A and I. Not because it has a negative connotation, but because they don’t care how their phone gets them an answer to “when is my dentist appointment” they just want it to do it.
simonh 5 hours ago|||
Yep, by using the terms intelligence, and occasionally Apple Intelligence and not AI[1], they get to talk about these features in a way that don't trigger an automatic mental gag reflex. The fact they cottoned on to this 2 years ago is actually pretty impressive.

[1] https://x.com/ArtemR/status/2056961743142957143

Gigachad 6 hours ago||||
At least for consumer software, AI is synonymous with annoying nagware forcing itself in your way.
jorisw 6 hours ago||
I think you're trying to say, the term 'AI' is _associated_ with chatbots being added in places (websites mostly) where they are more of a nuisance than added value.

OpenAI's ChatGPT is AI consumer software and is a hit, albeit mostly free tier users.

acdha 1 hour ago|||
Don’t forget Google search and Copilot giving you wrong answers. The first time someone gets graded poorly or called out at work for obviously not checking what they sent tends to reframe their perspective.
whizzter 4 hours ago|||
And that's the thing, 90% of people's interactions with "AI" is negatives in places it didn't belong, Klarna had to roll back "AI" customer service, useless chatbots everywhere "because AI", copilot this and that and so on.

And yes, ChatGPT is a hit but who will subsidize the hardware for freeloaders, Google's (cheap to run) AI is good enough now that I don't need to move over to ChatGPT for simple answers, thus the Google moat will probably remain intact denying OpenAI the search revenue stream all whilst OpenAI proposals/trials to add ADs were met with annoyance.

AI where useful is becoming a commodity, Apple did the correct thing in waiting and using the commodity parts and we're otherwise also quickly heading to the bubble's pop, HN even censoring articles on the topic sure seems to be an indicator that those in power are afraid.

recursive 1 hour ago||||
But also because it has a negative connotation. Not with everyone, but with a lot of people. If someone says "That looks like AI", do you think they are intending to make a compliment?
frizlab 6 hours ago|||
Exactly. Even though Siri is completely lost today, my friend asks it a number of random things, all she wants is an answer. Currently it redirects to the web, it’s enough for her. I told her “next year it’ll work!” And boom. We’re in the EU. Sad.
marricks 1 hour ago|||
Their most recent iPhone which had no major AI advertisements associated with it GAINED market share over competition[1]

They have no ground to make up on AI, and changing their operating system to center on AI would piss off every iPhone user I know outside of tech, and probably half of them within tech.

[1] https://www.macrumors.com/2026/05/13/apple-q1-market-share-g...

nl 4 hours ago||
Whether or not consumers wanted it, Apple failed to deliver. And that wasn't because they were listening or anything - they just couldn't deliver.

Apple doesn't leak much but there has been coverage of this:

https://spyglass.org/apple-ai-fail/ (April 2025)

https://www.theinformation.com/articles/apple-fumbled-siris-... (paywalled)

https://appleinsider.com/articles/26/06/07/one-fateful-meeti... (2 days ago)

simonh 4 hours ago|||
I think you're quite right in a sense, but let's say it had been Samsung making these promises. Do you think the system not working properly or producing weird and unacceptable results would have prevented them releasing it anyway?

Well, the results[1] are[2] actually[3] in. Samsung of course did do that and the results are what you'd expect.

So in a sense Apple 'could' have released what they had, after all Samsung and others have, but almost certainly not at the level of quality Apple expects. In which case arguably not releasing until it is capable of reaching that quality bar is the right call. The wrong call was announcing it in the first place when it wasn't ready.

[1] https://www.reddit.com/r/samsung/comments/1b4zc1j/new_ai_tex... [2] https://tech.yahoo.com/ai/articles/awful-galaxy-s24-feature-... [3] https://www.androidauthority.com/im-tired-pretending-galaxy-...

zarzavat 4 hours ago||||
They couldn't deliver because they are not a startup and thus have something to lose in a way that OpenAI/Anthropic don't. If Siri starts telling people to self-destruct themselves it would be a major PR disaster, whereas Apple Intelligence being late is not. Arguably the technology they needed (strong guardrails) didn't really exist at the time and the extra couple of years is what made the difference.
nyeah 14 minutes ago|||
That's true. They failed to deliver annoying crap.
economistbob 6 hours ago||
They see "thin is in" and I see remote servers now watching everything on your screen or within audio visual range. Eventually the only jobs will be at the intel agencies watching the data feeds from all the rabble so they can ascertain who is mouthy enough to whack and charge the others by the word for what used to be processed locally for free.

Of all the things they could build, why must they pick this future...

zombot 5 hours ago|
Seen from this perspective, the GDR was prescient: They had more than half of their population engaged in spying on all the rest. We can now take our cues from them an reshape our economies in their image.
jubilanti 3 hours ago||
> the GDR was prescient: They had more than half of their population engaged in spying on all the rest.

Wrong. It definitely wasn't 50%. This number seems to grow each time I see it referenced. The Stasi directly or indirectly employed about 2% of the population, which is still huge. But /The Lives of Others/ takes a lot of artistic license. The true levels will never be known, but the largest and most widely quoted figure is 1 in 6.5 or about 15%. That derives from one historian's estimate, which was that at the upper bound, 1 in 6.5 people had in some way made a report to the government that in some way made it to the Stasi. I'm sure 15% of the people in any developed country have called the police at some point in their life.

This is also assuming no duplicates, you really think the Stasi could uniquely identify and disambiguate informants at this scale? And that every Stasi low level officer tasked with recruiting new informants or else actually recruited new informants instead of making them up and keeping the payouts for themselves?

And because I have to say it: authoritarian surveillance is bad, the Stasi was bad, this is not an apology or minimization, but a correction of historical facts.

Aperocky 1 hour ago||
> Microsoft put forth a vision for a new ecosystem of hardware devices under the banner of Project Solara

While I don't necessarily disagree with their vision but if implemented like "Copilot for Windows" I don't see me or anyone wanting to go anywhere near it.

Apple being slow is just fine, at least they didn't launch "Copilot for Mac".

Sometimes the lack of certain feature is the feature.

throwaway27448 53 minutes ago||
> Apple being slow is just fine, at least they didn't launch "Copilot for Mac".

Is this not what Apple Intelligence is?

Aperocky 50 minutes ago||
Maybe, but I've never interacted with it on my 5+ apple devices, so I'm blissfully unaware.
bigyabai 29 minutes ago||
> Sometimes the lack of certain feature is the feature.

Sometimes it's a curse. Apple might be a 2-3 trillion dollar business right now, if they didn't refuse to sign CUDA drivers for their ARM servers.

daft_pink 3 hours ago||
It kind of reminds me of Windows mobile and blackberry and palm os where apple was clearly behind but they eventually caught up. The first iPhone didn’t even have apps!

I think agents are scary and complicated and dangerous enough that it is genuinely scary to give an agent an instruction like go buy this ticket. It’s okay and apple can easily simplify and eventually win. The mainstream hasn’t really started using agents yet and no one has come close to delivering a platform that will get them there.

GeekyBear 9 minutes ago||
> I think agents are scary and complicated and dangerous enough that it is genuinely scary to give an agent an instruction like go buy this ticket.

Once again, early 1990's General Magic looks prescient.

They were working on smartphones with agents capable of completing remote transactions before we had wireless data networks.

> General Magic: The Greatest Tech Company You’ve Never Heard Of

https://m.youtube.com/watch?v=tuFl4WEXBrk

https://www.wikipedia.org/wiki/Telescript_(programming_langu...

acdha 1 hour ago||
> I think agents are scary and complicated and dangerous enough that it is genuinely scary to give an agent an instruction like go buy this ticket

These ones also seem really weird because the baseline is most often someone using the iOS app to do the same thing, and the agent demos are usually slower in addition to being riskier. One of the Chrome demos had someone buying groceries at pretty hefty markup, which seemed to be targeting a narrow demographic of people who a) don’t worry about paying 50% more for produce and b) can spend time writing a prompt but not 30 second opening an app and just doing it with zero chance of getting scammed.

mg 6 hours ago||

    you will be surrounded by an ecosystem of
    devices, none of which stand alone, but are
    more like portals to interact with your agents
I would be really happy with my phone + headphones as the device I use most. But only if I could use Gemini (or ChatGPT or Grok or any other chat agent) in voice mode and say "SSH into my GitHub Codespace soandso and implement feature soandso.". And it replies "Did it. I told copilot (or codex or whatever coding agent lives on that VM) to implement the feature".

And then a minute later I could ask it "Is copilot done yet?" and it replies "No, looks like it is still working on it". And then a minute later I ask again. It replies "Yes, it finished. It changed chart.py and styles.css. Do you want me to tell you what specific changes it made to the files?".

But it looks like none of the chat agents with voice interface have such a connector at the moment? An SSH connector would be the most useful. But a "GitHub Codespace connector" or something like that would also do.

I wonder if that will be a missing piece for long. If so, I would build an agent with voice mode and ssh connector myself. But I guess it should come out from the big guys any moment now?

jazzypants 4 hours ago||
> Yes, it finished. It changed chart.py and styles.css. Do you want me to tell you what specific changes it made to the files?"

A verbal diff sounds practically useless. Does it first read out the entire left-hand base, and then read out the entire right-hand target? Does it say loudly "REMOVING ... ADDING ... "? How would it read out something like Struct->Field? This seems lower fidelity than a visual confirmation, and I just don't think that voice commands make sense with this kind of work.

mg 4 hours ago||
It would tell me about the changes like a human would.

"It changed the plot function so it takes another parameter called linewidth. It also added an input field in the stylecontrols section where the user can ...".

jazzypants 4 hours ago||
How would you detect the presence of bugs in this scenario? How would you make sure the LLM isn't adding yet another useless, redundant function to the code base? Even if there isn't a bug in this PR, do you not want to be familiar with the actual shape of the code in case you need to dig through it while bug hunting later?

Every time I try to take a hands-off approach to the code like this, I come to regret it later. The code ends up bloated and labyrinthine. When I let it grow unabated, it becomes gradually more difficult for the LLM to understand the intended structure as the project becomes too big for the model to keep the whole thing in its context.

mg 4 hours ago||

    How would you detect the
    presence of bugs in this
    scenario?
I would ask AI. "Did the last commit introduce any bugs or unintended consequences?". In fact I already use this prompt after every change I make manually.

    How would you make sure the LLM
    isn't adding yet another
    useless, redundant function to
    the code base?
By asking AI. In fact, I already run a long "Can you refactor anything in this codebase to reduce redundancy, improve readability, performance or maintainability" pretty regularly.
jazzypants 4 hours ago||
Are you ever reading the code? What do you do when the LLM can't fix a bug? Do you not wish you had a more intimate first-hand knowledge of the code when fixing things yourself?

Please don't tell me that never happens-- I've had one just in the last week and I use both OpenAI and Anthropic foundation models.

mg 3 hours ago||
In my current workflow, yes, I read all code.

In fact, I usually let multiple LLMs implement the same feature, and then I compare them. I even run my own arena in which I calculate Elo scores for LLMs from my perspective of which one implemented features better.

Having the ability to control code agents via voice would not take away my ability to do that. But I think in the future, that will become less and less necessary. If we look back at this conversation in five years, it will look very archaic, and we will be used to having superhuman AI do everything for us. In 10 years, it will sound like a strange idea that humans were once fiddling with code to improve the quality.

aquariusDue 3 hours ago|||
Something something wasting machine cycles with a compiler.

Something something taking the crafts and the man out of craftsmanship to just get it out the door as quickly as possible.

All jest aside I mostly agree with you but I'd tack on another 20 years for a total of 30.

Though in this technological jump I don't think people are as excited (understandably) as when the teletype came on scene. I too like the potential but dislike the whole discourse around it, the ethics involved and the way it's deployed. Such is life I suppose.

jazzypants 3 hours ago|||
Fair enough. Thank you for sating my curiosity. I'm not quite as optimistic as you, but I'm excited at the potential to be proven wrong. :)
trumpdong 4 hours ago|||
I can't tell if this is sarcasm.
slopinthebag 1 hour ago||
I like how people think that if LLMs get to the point where they write code you can ship without reviewing it, that humans will still be in the loop "sshing into a code space" and "implementing features". Do you really think you'll even know what files are in that repo? Or that you'll be a necessary part of the process whatsoever?
alsetmusic 5 hours ago||
I've valued Ben Thompson's opinions less over time. He was super into goggle-like devices and remote meetings. I own Apple Vision Pro. It's a technical achievement, but not compelling beyond immersive video (too bad). He harps on Dems trying to clean up monopolies (Lina Khan during Biden, who had good principles but didn't get much done; probably blame her boss) and is quiet through republican bullshit (T2). He seems to interview huge tech figures as though he was the was the Verge or Nilay Patel does: with a soft touch.

Just not doing it for me. Think I'm gonna stop reading anything he says.

Edit: missing words, thinking faster than typing

grvdrm 5 hours ago||
I recently canceled my Stratechery Plus subscription. Don’t miss it to be honest - once a week free is plenty.
analogpixel 4 hours ago||
I canceled mine; I thought it would be a good way to stay updated on tech news without having to read other news, but then they over-extended the service to a bunch of other things instead of just focusing on the one news letter.

I don't care about a twice a week podcast about the NBA and national parks, or the other 5? podcasts about random stuff.

grvdrm 4 hours ago||
The podcast I listened to the most: Dithering. Primary reason? 15 mins. Sometimes listened to Stratechery Interviews if/when the guest intrigued me outside of the Stratechery ecosystem.

My problem is part style, and part content. Stratechery reads like it's written to be narrated - rather than exist first as writing. There's verbosity, pauses, long sentences, etc. And then you listen to the narration it makes sense.

But that complexity makes reading harder. Not saying everything needs to be 5th-grade-level, but complexity isn't required. Paste a Stratechery article into Hemingway Editor to visualize my point.

The stats below:

Readibility - Post-Graduate (aim for 9)

26 of 44 sentences very hard to read

8 of 88 sentences hard to read

31 weakeners

6 words with simpler alternatives

What a chore to cover, and that's without commenting on the ideas/concepts in the content.

I'm sure some folks like this writing style but I don't. And try hard to write my newsletter and other prose with far less complexity.

wrsh07 4 hours ago|||
I think some of his advantage analyzing where tech can go is because he pushed the limits of it (eg working remotely early early).

He was disappointed in the Apple vision pro for just being an entertainment device (it seems like you two agree there?)

And then the interviews by media of tech should be viewed as an iterated game. He can ask interesting questions for an analyst, but he (and Nilay) do depend on access and that fundamentally constrains what types of questions they can ask if they want continued access

> Just not doing it for me. Think I'm gonna stop reading anything he says.

Pretty sane take tbh

saberience 5 hours ago|||
Yeah I've been noticing the same trends. In my opinion, when analyzing B2B topics, or in general enterprise software and hardware, he is pretty good.

But when it comes to anything around consumer behavior, individuals, etc, i.e. the average family in America, he is often completely and utterly wrong in all his takes and predictions. In fact, so wrong it's often laughable, and amazes me that he is so confident in his predictions.

Also, in the podcast I've noticed that he talks almost every podcast about his "hits", i.e. his times in the past where he predicted something accurately. But never, ever mentions the times where he was completely wrong. He's like the dictionary definition of confirmation bias (or survivorship bias).

It's like he's gotten overly confident (or a little arrogant) as he's become more of a tech celebrity, to the point where he thinks he's some sort of Nostradamus now and doesn't recognize his weaknesses or failures. And I've personally stopped listening to the podcasts as much as it's getting a little tiresome.

BTW, I also noticed how often he is wrong on deep tech topics, e.g. his explanation of IP addresses and routing in one podcast. It's like he thinks his business knowledge + Claude is enough for him to authoritatively discuss how technical systems work, and he often is mistaken...

MattDamonSpace 3 hours ago||
“Lina Khan had good principles”??

Yeah might as well cancel your subscription if you’re not gonna read it

JellyPlan 1 hour ago||
Side note, this page really likes to jiggle horizontally as you scroll.
DontBreakAlex 1 hour ago|
Not on my phone. Ah the web, such a beautiful place.
analogpixel 4 hours ago||
Who is paying for all of this AI usage on the Iphone? I didn't see anything about a new AI subscription (maybe I missed it?), and I doubt Apple will want to pay million/billions a year to do it indefinitely.
layer8 3 hours ago||
From Apple's press release: "Some features, including image generation, have daily usage limits because they rely on powerful server models. Increased access is available with most iCloud+ subscription plans, which also include Apple Intelligence support for compatible Home cameras." (https://www.apple.com/newsroom/2026/06/apple-intelligence-br...)
mitkebes 4 hours ago|||
Supposedly they're going to do a fair bit of it on device for privacy reasons, so the only payment for that will be RAM and battery power.

For stuff that can't be run on phones, some of it will be run on Apple's servers, which I'm assuming Apple is eating the cost of for the time being.

Stuff that needs heavy reasoning or external knowledge will be processed by google, in exchange for $1 billion a year. However Google already pays Apple $20 billion a year for google to be the default iOS search engine, so you could view this as just changing to google paying $19 billion a year instead.

e28eta 4 hours ago||
I think the server-side stuff will be a mix of users & developers paying. I have seen this info in several places:

> PCC delivers a powerful server model without compromising privacy: data is never stored, used only for the request, and independently verified. It's integrated with the OS and iCloud, so there's no authentication or API keys, no token cost to developers, a daily per-user limit (higher with iCloud+), and eligibility for apps under 2M downloads.

Source: summary on https://developer.apple.com/videos/play/wwdc2026/319/

I haven’t seen any information about what’s happening with apps over 2M downloads, who graduate from the Small Business Program. https://developer.apple.com/app-store/small-business-program...

tarentel 1 hour ago|||
They briefly mentioned getting more access to some AI feature with an iCloud subscription so it isn't completely unlimited. Sorry I don't remember exactly what it is.
SllX 4 hours ago|||
Pricing is looking to be complicated and not clear cut.

Some of it is free on-device. Some of it is free & rate limited per day. They mentioned in the WWDC infomercial that users with iCloud+ (the storage tier subscriptions, Apple likes to throw random things in with that) will be able to get more uses per day. And some of it developers will pay for.

raincole 3 hours ago|||
Isn't it obvious? They bet on the same level of intelligence will get cheaper and cheaper and it'll be a smaller and smaller fraction of iPhone's profit.

And even if the assumption turns out to be wrong, they can just scale down and serve dumber and cheaper models. Shrinkflation is not a novel idea.

gottagocode 4 hours ago||
There will be ads/our data.
saberience 7 hours ago|
Last Stand? This is rather strong language and overselling the situation, for clicks I guess.

You might re-title the article instead, "The iPhone holds its ground", and it would be a more realistic title. But perhaps garnering less clicks.

I've always thought Ben Thompson is strong on enterprise and b2b topics but super weak on everything consumer related, he simply doesn't seem to understand consumer behavior (he has zero empathy or ability to project his mind into the average person's mind)

E.g. Ben was sure iPhone air would be a massive hit because he himself loved it. (It's struggled as people don't like the smaller battery life).

Ben was sure the Vision Pro would be a huge hit because he himself loved it. (It was a total failure as the average person doesnt want to pay huge amounts for a ridiculous looking dork helmet).

Ben raving about Meta's hand controller which he was sure was going to be the future of consumer electronics (The Neural Band). He was discussing how you could use it while your hand is in your jeans/pants pocket. Not quite thinking about how this would look while you're sat on the subway with someone sat opposite you.

Ben discussing how the future of watching sports is in VR. Not considering how weird it would be to go to a friends house to watch the game and everyone has their own VR headset. Also not considering the fun of watching sports is doing it with other people.

Basically, he has a huge issue with extracting his own liking of techy products to the average consumer who are basically nothing like Ben Thompson.

mohsen1 5 hours ago||
I get the criticism and all your previous judgments samples are valid. I also agree that title is click-bait BUT:

I know people are desperate for a Siri that works. The convince of just talking to your phone is priceless. If Apple gets this right, this is a huge deal – which it seems they are on the right track.

People are still talking to Siri for basic stuff like timers and alarms because it works, doesn't need an app, works when phone is locked or even away from you. If this works for more complex tasks like texting and general questions Apple will have the upper hand over Meta and Google in this new way of using computers/internet.

Apple also took a very clever approach for Capex and general AI strategy. Everyone knows that the best intelligence will eventually become a commodity and Apple decided to step aside from this expensive experiment. That's worth pointing out too.

cguess 4 hours ago||
Personally I hope you can also type to Siri, which is what I'll use WAY more than voice. I work from home and live alone, but even then I don't want to basically be talking to myself all day. I also live in a major urban city and while random people talking to themselves on the sidewalks certainly isn't unheard of it's not a great look, much less on a subway or cafe.
dcdevito 1 hour ago||
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matwood 3 hours ago|||
> E.g. Ben was sure iPhone air would be a massive hit because he himself loved it.

The Air was interesting because everyone I've seen hold it, loves it. But, everyone also loves battery life and the best camera more. The Air is proof of that (similar with the mini lovers).

ksec 6 hours ago|||
This. Not sure why it it downvoted. The same with Patrick Moorhead, or in similar stance DED from Apple Insider etc.

Just because you like something, doesn't mean it will succeed. These people will more likely using some sort of industry knowledge to form conclusion which conforms with their bias.

On the flip side, just because you hated something doesn't mean it will fail. There are plenty of Apple haters who will write things that seems to make sense but completely misses the mark every single time.

sharpshift 5 hours ago||
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