Wedbush analyst Daniel Ives issued a blunt warning that Apple Intelligence risks flopping if the company doesn't act fast. Ives, normally one of Job’s Mob’s biggest cheerleaders and according to him, the next 12 months are critical for Apple Intelligence, and if the outfit doesn’t pull its finger out soon, its so-called AI platform could land face-first in the nearest Genius Bar.

Instead of debuting anything vaguely useful at its WWDC shindig, Job’s Mob dished out a Vista-like Liquid Glass design update, presumably to distract fans from the fact that nothing works any better. 

Ives said, “Apple has laid out its vision for AI with third-party developer support,” but even he admits that it’s all in the lap of Steve Job's  whether any of this turns into a proper product. He reckons Apple Intelligence will be in the investor spotlight next year, which means the clock’s ticking and the window for faffing about is well and truly shut.

So far, Apple’s attempts to join the AI party have been limited to vague promises and a pile of acquisitions that have yet to bear anything remotely edible. The company keeps scarfing up startups like it’s playing Pokémon, but the resulting “features” have been about as useful as a Newton in 2025.

Meanwhile penAI, Google, and even Samsung have been galloping ahead with actual, working, user-focused AI. Job’s Mob, as usual, is playing catch-up while pretending to lead.

The much-delayed “Personalised Siri” update was supposed to be a turning point, but that’s now been shoved to sometime early next year. In the meantime, users are left mumbling at an assistant that still can’t set a timer without sounding confused.

The only saving grace, Ives reckons, is that Apple might finally buy someone useful in the AI space. What kind of company that might be is anyone’s guess, but if history’s anything to go by, it’ll be a buzzy little firm whose tech gets buried under a glossy UI and quietly forgotten.