Remix of EWC Musicâs orchestral theme âAscensionâ features cello sensation Tina Guo and merges electronic music with competitive energy in celebration of the worldâs biggest esports event
GRAMMY-nominated producer and global electronic music sensation Alesso has released an official remix of Ascension, the lead track from the original music suite created for the Esports World Cup 2025 â the worldâs largest esports and gaming event.
Originally composed by Edouard Brenneisen of Hollywood Scoring and recorded at Abbey Road Studios, Ascension features fellow GRAMMY nominee and virtuoso cellist Tina Guo. Alessoâs remix reimagines the orchestral original with his signature euphoric production style. The sonic maven seamlessly fuses his progressive house sound with Guoâs powerful tone, transforming the cinematic piece into a high-energy rework designed to capture the intensity and emotion of elite esports competition. The track is part of the EWC Music initiative, a new programme creating an original musical identity for the Esports World Cup and celebrating esportsâ deep connection with music. Launched in April with a four-track suite by 2WEI and Hollywood Scoring, recorded at Abbey Road Studios, the programme continues with live performances, artist collaborations, and global fan activations. âAscension (Alesso Remix)â will be featured across tournament broadcasts, live events, and digital content throughout the seven-week competition, which begins on July 7 in Riyadh. The Opening Ceremony, on July 10, will be headlined by 9x diamond-certified artist Post Malone.
Alesso said of the track, âI was so excited when this opportunity came to me. Iâm a huge fan of esports and gaming tournaments â Iâm a gamer myself, so combining my two worlds into one on this remix felt so natural. Creating this alongside Tina was incredible. We were able to create something that truly brings listeners into another world. I canât wait to share this moment with all of you.â
Tina Guo said of the collaboration, “I’m thrilled to have worked with Alesso on this remix and so excited to be a part of the Esports World Cup! This collaboration brings together my passion for music and gaming in a progressive house and cinematic fusion. The energy and creativity that Alesso brings to the table are truly inspiring, and being involved in such a monumental event like the Esports World Cup is a dream come true. I can’t wait to share this experience with everyone!”
Ariel Horn, Executive Producer at the Esports World Cup Foundation, added: âGaming and EDM have moved together for years, from Marshmelloâs Fortnite show to major esports collaborations like League of Legends and VALORANTâs work with Zedd. With Alesso and Tina Guo, weâre building another bridge. Tina has scored games, rocked League Worlds, and played on iconic Hans Zimmer soundtracks â including Wonder Woman. Just as EWC is reimagining what global esports can be, this track reimagines the role music plays in connecting players, fans and culture, turning competition into something you donât just watch â you feel.â
The Esports World Cup 2025 is the worldâs premier esports event. Its unique cross-game format will reward Clubs and players competing for a life-changing prize pool across multiple platforms and genres â bringing together the best teams, players, and titles under one banner in the largest-ever celebration of competitive gaming. EWC 2025 will feature 2,000 elite players and 200 Clubs from over 100 countries, competing in 25 tournaments across 24 games for a record-breaking $70+ million prize pool. Tickets, including access to the Opening Ceremony, are now available at esportsworldcup.com.
‘Kumho Tires combines high performance with affordability.’ – Vaughn L.
KUMHO TIRE U.S.A. SETTING A NEW STANDARD IN THE ULTRA-HIGH PERFORMANCE CATEGORY WITH LAUNCH OF THREE NEW TIRES
Leveraging 60 years of innovation and experience working alongside some of the world’s best automotive manufacturers, the Ecsta Sport All-Season PA71, Ecsta Sport PS72 and Ecsta Sport S PS72 deliver superior performance without compromise
Kumho Tire U.S.A., one of the world’s leading tire manufacturers, has announced a bold new lineup of ultra-high performance tires. The Ecsta Sport All-Season PA71, Ecsta Sport PS72, and Ecsta Sport S PS72 bring next-generation compound and tread design technology for superior performance without compromise. The all-new Ecsta Sport All-Season PA71 and Ecsta Sport and Sport S PS72 tires will debut at this year’s SEMA 2024, Nov 5-8 in Las Vegas and will be showcased in the Kumho Tire booth (Booth #81398, outside the convention center in the Silver Lot). The tires will be available in the spring of 2025.
Leveraging advancements in AI and long standing relationships of Kumho Tire with OE manufacturers for rapid iterative design testing, the Ecsta Sport All-Season PA71, and two summer tires, the Ecsta Sport and Sport S PS72, push the boundaries of innovation to deliver superior performance of enhanced grip, wet weather performance and overall tread life. Every detail was considered in the all-new tires including tire aesthetics to match the beauty of high-end, high-performance vehicles.
“We are introducing our most technologically advanced ultra-high performance tires that set a new standard for what a high-performance tire can and should be,” said Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. “We are continuing to deliver superior tires with exceptional warranties at extremely competitive price points, which is what customers can and should expect from Kumho Tire.”
The Ecsta Sport All-Season PA71 is an ultra-high performance all-season tire featuring a next-generation compound technology designed to enhance grip and traction, rain or shine, without sacrificing performance characteristics. The tire also comes with an impressive 50,000-mile treadwear warranty*. The Ecsta Sport All-Season PA71 is fully capable of handling the horsepower of today’s high-performance vehicles with wide and stiff outside tread blocks to add stability when cornering, and includes lateral grooves in the tread design to aid in water drainage in order to maintain performance in wet weather. Plus, as an all-season tire, snow performance is enhanced with zig-zag grooves on the inside tread blocks. The tire is also remarkably comfortable and quiet, with rounded edges of the tread blocks to help minimize noise and provide excellent comfort by dispersing impacts from the road, and also includes the proprietary “K-NOISE DEFENDER” dimple design to help interrupt air flow through the tire grooves and further minimize road noise.
“The Ecsta Sport All-Season PA71 delivers a combination that is hard to find,” said Denlein. “It offers true performance and grip, is excellent in wet weather, and features a high-mileage warranty. This tire pushes the limits of what is possible in an all-season, high-performance tire.”
The new ultra-high performance summer tire, which will be available in two tread configurations across the Ecsta Sport PS72 and Ecsta Sport S PS72 lines are the most advanced ultra-high performance summer tires Kumho Tire has ever developed, showcasing more than 60 years of design and engineering innovation. These summer tires provide maximum traction with an enhanced compound to grip the road and deliver heightened levels of performance in handling, stability, cornering, and steering response. Plus, you can expect excellent performance in the rain for a summer tire, thanks to a compound and tread design developed to help boost water excavation for performance in wet weather. The Ecsta Sport and Ecsta Sport S PS72 tires also include an impressive 30,000-mile treadwear warranty*.
“The Ecsta Sport PS72 and Ecsta Sport S PS72 product line sets Kumho Tire apart in the ultra-high performance tire space,” said Denlein. “The magic is in the details, and we left no stone unturned to design tires with the mission to unleash peak performance and includes an impressive tread wear warranty.”
The Ecsta Sport All-Season PA71 is available in 56 sizes, ranging from 16-inch to 21-inch. The Ecsta Sport PS72 is available in 56 sizes from 17-inch to 21-inch wheel diameters and the Ecsta Sport S PS72 in 52 different sizes from 18-inch to 22-inch wheel diameters.
For more information on the full product lineup of Kumho Tire U.S.A., visit kumhotire.com.
Tonight, the Atlanta Braves paid tribute to Atlanta icon and eight-time GRAMMY award-winning artist and storyteller USHER, with an USHER Bobblehead gate giveaway, USHER x Braves retail collection, specialty one-night-only themed food truck, ceremonial first pitch, and celebration at Truist Park.
The first 15,000 fans through the gates received a bobblehead designed by USHER, featuring the âPeace Up, A-Townâ gesture. But the celebration started long before the fans entered the gates of Truist Park. Fans arrived at The Battery Atlanta hours before the game, enjoying a set by DJ Mars, USHERâs Tour DJ, and a âComing Home Dinerâ food truck, whose name pays homage to USHERâs first release as an independent artist. Menu items were inspired by hit songs from USHERâs albums, such as âOMGâ â Fried Fish and Grits, âMy Wayâ â Lemon Pepper Wet Chicken Wings, âYeahâ â Shrimp and Grits, and more. USHER visited with fans in the Threads by the Braves Clubhouse Store in The Battery Atlanta, showing off his new retail line that launched today as part of the Braves Collab Collection, hyped up the crowd with the ceremonial âOpen the Gatesâ celebration, and threw out tonightâs ceremonial first pitch before the Braves went on to beat the New York Mets, 5-0.
Louis Vuitton introduces the LV BUTTERSOFT Sneaker created by Pharrell Williams. Unveiled as part of the Fall-Winter 2025 Menâs Collection, the emblematic runner fuses the studies of streetwear and dandyism central to the practice of the Menâs Creative Director.
House Ambassador Callum Turner fronts the campaign in a series of portraits, which seamlessly blend the British actorâs charismatic artistic flair with the LV BUTTERSOFT Sneakerâs characteristic expression. Proposed in twenty-four variations, the LV BUTTERSOFT Sneaker takes its name from the buttery leather in which it is crafted.Â
The sneakers are presented in a wealth of colourways and compositions â from deep nuances to light pastels â including versions adorned with the Louis Vuitton Monogram. The sneaker also carries an LV logo on the side of the upper and a Phriendship silhouette of Pharrell Williamsâ face on the tongue.
The LV BUTTERSOFT Sneaker is now available for pre-order on louisvuitton.com and the LV app before its official in-store launch on July 10th.
On the occasion of Pitti Immagine Uomo 2025, LuisaViaRoma celebrated with EENK the launch of the Fall-Winter 2025 collection with a cocktail party and DJ set attended by a selected group of press, talents and friends of the brands, together with the famous K-Pop artist Youngjae from GOT7, set in the LuisaViaRoma store in Florence.
EENK’s keyword for the FW25 Collection is B for Binding. The starting point for EENK is a book. The brand paid attention to the process and result of how words come together to form sentences, how sentences are connected to form a story, and how sheets of paper are bound together to form a book.
The EENK collection, which is dedicated to harmoniously combining multiple cultures, eras, stories and genders within a single garment and a single season, bears a similarity to the binding of a book. Director Hyemee Lee was also fascinated by the worldview of conceptual artist Sooja Kim this season. After seeing Kim’s exhibition âTo Breathe-Constellationâ at the Bourse de Commerce-Pinault Collection in Paris, she fell in love with the modernization of traditional Korean aesthetics and the way Kim embraces and connects multiple concepts. She also found common ground with EENK’s philosophy in this approach. Kimâs choice of thread and needle as a tool for painting, expanding the canvas into infinite space, and exploring the connection to the universe are all in line with her work, as the three-dimensional garments that she created by weaving two-dimensional fabrics with thread and needle build an individual’s identity. This has resulted in a series that coexists as one, such as a dress with a silhouette that resembles a bookcase with layers of fabric blowing in the breeze, and an outerwear that combines a shirt and jacket into a single item. Kim’s stainless steel works, knit sweaters with patterns resembling sculptural scrolls, and knotted bags reminiscent of âThe Bottari Projectâ are a tribute to a master who revisits traditional aesthetics with a modern eye. We hope that this B for Binding will be a collection that combines EENK’s philosophy and the artist’s worldview into a single book.
This collaboration perfectly embodies LuisaViaRoma’s commitment to discovering emerging brands while maintaining the elegance and sophistication of high-end fashion.
This project takes on even more meaning as EENK is the first Korean brand to create a pop-up corner at the LuisaViaRoma store, presenting its FW25 collection during Pitti Immagine Uomo 2025.
The collection is available at LuisaViaRoma online and in store starting from June 17th.
Discover more about the EENK Fall-Winter 2025 collection here.
N.Y. Legislature Passes Bill Requiring Disclaimers for Use of Synthetic Performers in Advertising
In a historic move marking a new era of transparency in artificial intelligence use in advertising, the New York Legislature has passed A.8887-B (Rosenthal)/S.8420-A (Gianaris). This bill is the first law in the country, and possibly the world, to mandate disclaimers when consumers are being sold to by people generated by artificial intelligence or âsynthetic performers.â The legislation requires anyone who produces or creates an advertisement to conspicuously disclose if that advertisement includes a synthetic human. If you are being sold to by a machine, you will know it.
SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland said, âIn the age of deepfakes, itâs essential that consumers be informed when an individual theyâre seeing in advertisements is not an authentic human. We must continue to acknowledge and defend the value of real human expertise and artistry in all media and creative work. SAG-AFTRA applauds state Sen. Michael Gianaris, Assemblymember Linda B. Rosenthal and the New York Legislature for championing this vital step toward a future that centers truth and accountability.â
Generative artificial intelligence models present unique opportunities and create serious risks. To maintain trust in a digital world, we need guardrails on certain synthetic creations. This bill is narrowly tailored to target the use of synthetic humans in advertisements. People deserve to know who is selling to them, and this bill provides that safeguard.
This bill arrives amid increasing concerns over the proliferation of generative A.I. in media, where hyper-realistic clones, deepfake influencers and A.I. spokespersons have blurred the line between real and fake. This bill puts consumers first, providing a level of accountability and trust urgently needed in the digital world. We hope this is the first of many more to come.
We look forward to Gov. Hochul is signing the bill into law.
GRAMMY award-winning artist, actor, and multifaceted entertainer, Will Smith, releases his newest single âPretty Girlsâ via SLANG Recordings – listen here. âPretty Girlsâ is a catchy, fun summer banger produced by OmArr and Lexoskeleton. Alongside the release, Smith drops the playful music video directed by Conor Cunningham â watch from 3pm BST HERE.
âPretty Girlsâ comes off the heels of Will Smithâs first full-length album release in 20 years, Based on a True Story. The 14-track album features a variety of collaborators including DJ Jazzy Jeff, Teyana Taylor, & Jac Ross and singles âBeautiful Scars,â âFirst Love,â âTANTRUM,â âWork of Artâ and âYou Can Make It.â
Will Smith is embarking on his first ever headlining tour the Based on a True Story Summer Tour, visiting major cities throughout Morocco, Europe and the United Kingdom. Smithâs headlining shows kickoff on July 13th in Hamburg, Germany and he is set to perform at multiple international festivals including Mawazine in Morocco, POSITIV Festival in France, Dreambeach in Spain & BIG ART Festival in Italy. Tickets are on sale now, full tour routing is below.
Recently, Will Smith hit No.1 on the Billboard Gospel Airplay Chart with âYou Can Make Itâ featuring Fridayy and Sunday Service Choir- listen HERE. This marks Willâs first #1 single since Get Jiggy With It, topping both the rap and gospel charts. Smith debuted “You Can Make It” at the 2024 BET Awards. The powerful performance found him standing in a large fire pit surrounded by real flames – Watch HERE.
A rolled ankle on a warehouse floor. A slipped disc from lifting one box too many. A stress breakdown after months of impossible deadlines. Workplace injuries donât always come with flashing lights or dramatic momentsâbut they can still upend lives. For many injured workers, the real pain starts after the incident: the paperwork, the doubt, the employer silence, or worse, pressure to âjust get over it.â
But hereâs the truth: getting hurt on the job doesnât mean you have to surrender control. In fact, itâs your moment to reclaim it.
Whether your injury was physical, psychological, or both, the right informationâand supportâcan make all the difference. This guide breaks down what every worker should know about asserting their rights, avoiding common traps, and leaning on the right professionals (like experienced workers compensation lawyers in Perth to back them up when it counts.
Youâre Not OverreactingâYouâre Injured
Letâs start with this: if something at work caused or contributed to your injury, youâre not âmaking a fuss.â Youâre not weak. Youâre not being difficult. Youâre protecting your healthâand your future.
That injury could lead to time off work, medical expenses, reduced income, or even long-term complications. Workersâ compensation exists to offset those consequences. But the system is only helpful if you use itâand use it smartly.
Common Employer Tactics That Derail Claims
Unfortunately, not all workplaces make it easy. Here are some tactics injured workers report across industries:
Minimizing the incident â âYouâll be fine,â or âItâs just a strain.â
Discouraging claims â Subtle nudges like âWeâll sort this out internallyâ or âLetâs not make it official.â
Delaying paperwork â Holding off on reporting to insurers or not providing incident reports on time.
Blaming the worker â Suggesting the injury was caused by âcarelessnessâ rather than conditions or expectations.
These responses arenât just frustratingâtheyâre strategic. Many employers know that if they delay or discourage action, you might give up entirely. Donât.
Report the Incident, in Writing
The very first thing to doâif you havenât alreadyâis to report your injury to your employer. Not verbally. Not casually. Do it in writing. Keep a copy for your records. This creates a paper trail, which can protect you later.
Even if your symptoms seem minor now, they could get worse. And without a timely report, your chances of getting support later drop sharply.
Pro tip: If your boss âlosesâ your report or asks you not to document it, thatâs a red flag. Send it via email, or submit a hard copy and note the date and recipient.
See a DoctorâNot Just the Company One
Youâre entitled to choose your own doctor. While some workplaces recommend a preferred provider, you donât have to stick with them. Get an independent assessment. Explain clearly that itâs a work-related injury and ask for documentationâideally a WorkCover certificate (or equivalent).
Be honest with your doctor. Downplaying symptoms out of fear or loyalty wonât help your caseâor your health.
Keep a Record Like a Detective
Think of yourself as the lead investigator of your own case. Keep track of:
The date, time, and location of the injury
What happened before, during, and after the incident
Any communication with your employer (texts, emails, calls)
Medical appointments and expenses
Days off work or modified duties
If things escalate, this documentation becomes your safety net.
File the Workersâ Comp Claim (Donât Wait)
In Western Australia, workers’ compensation claims are filed through WorkCover WA. Youâll need to submit a Workerâs Compensation Claim Form along with a First Medical Certificate from your doctor.
Waiting too long can be costly. Strict deadlines apply, and the longer you delay, the more likely insurers are to question the seriousness or cause of the injury.
If your employer refuses to give you the form or is uncooperative, you can download it directly from WorkCover WAâs website or contact a legal advisor.
What Youâre Entitled To (Itâs More Than You Think)
Most people assume workersâ comp only covers medical billsâbut thereâs more. Depending on your case, you might be eligible for:
Weekly payments while you’re off work
Coverage for treatment, rehab, and medication
Travel costs related to medical care
Lump-sum payouts for permanent impairment
Vocational retraining, if you can’t return to your job
A good legal advisor will ensure youâre not shortchanged by an offer thatâs too quick or too low.
When to Call a Lawyer (Hint: Sooner Than You Think)
Not every claim needs legal helpâbut many do. Hereâs when itâs smart to reach out:
Your employer disputes the injury or denies responsibility
The insurer delays approval or offers a low payout
Youâre under pressure to return to work early
Youâve been sacked or demoted after making a claim
Youâre unsure if the claim is worth pursuing
Lawyers who specialize in workersâ compensation can decode the fine print, push back on delays, and represent you if the case goes to arbitration. Better still, most offer free consultationsâso thereâs no risk in getting advice.
What Sets Perthâs Legal Landscape Apart
Workers in Perth face unique challenges. From mining and construction to retail and logistics, the cityâs industries come with distinct risks. Having local representation that understands WAâs regulations, medical networks, and insurer habits can be a major advantage.
Many [workers compensation lawyers in Perth] have seen hundreds of similar claims and can spot when an insurer is stalling or lowballing. They’re also plugged into regional nuances that a national firm might overlook.
What If the Injury Is Psychological?
Psychological injuries are realâand just as valid as physical ones. Bullying, harassment, trauma from witnessing accidents, or sustained burnout can lead to serious mental health impacts.
In WA, these injuries can be claimed under workersâ comp. But theyâre often more difficult to prove. Thatâs where detailed documentation and professional support become essential. If your mental health has been affected, talk to your GP and consider legal help early.
Returning to Work Doesnât End the Story
Once youâve recovered (or partially recovered), your employer should offer suitable duties. But âsuitableâ is the keyword. You canât be forced back into your old role if it puts your recovery at risk.
Some workplaces pressure staff to return early, take reduced pay, or quietly resign. Know your rights. Youâre not required to accept a role that undermines your recoveryâor your dignity.
Red Flags to Watch for During Your Claim
As your claim progresses, keep an eye out for:
Sudden surveillance (yes, it happensâespecially in disputed claims)
Request for unnecessary medical exams by doctors youâve never met
Mysterious delays in payment or treatment approvals
Subtle retaliation at work, such as being passed over for shifts or projects
These tactics are designed to frustrate or intimidate. Document everything, and donât hesitate to call in support.
Your Health Comes FirstâBut Donât Let the System Push You Around
At the end of the day, workersâ compensation isnât a gift. Itâs a right. Youâre not beggingâyouâre applying for something that exists to protect people like you.
Yes, it can be frustrating. Yes, thereâs red tape. But standing up for yourself sets a powerful precedentâfor your coworkers, your community, and your own future.
So if youâve been injured, donât downplay it. Donât delay. Take it seriouslyâand take control. With the right steps and the right allies, you can come out of this stronger, smarter, and unshaken.
At WWDC 2024, the Californian giant and iPhone maker introduced their latest software feature, Apple Intelligence, and conveniently jumped onto the AI bandwagon. Tim Cook, the current CEO of the company, called it âindispensable.â Â
As you would usually expect it from Apple, the demo was polished, the music swelled at the right moments and the crowd cheered at every little thing. But outside the keynote bubble, the rollout was disappointing, and the internet soon stopped buying into the promise that the new AI integration would make our beloved iPhones âeven more useful and delightful.â
The expectation of an improved Siri has largely fallen flat, as netizens complain that the digital assistant cannot even set an alarm efficiently.
One X user in particular mentioned that in the world of incredible AI chatbots, itâs honestly embarrassing for Apple how bad Siri is, and we can’t agree more.
According to this expert’s article on Medium, Apple Intelligence feels âmore of a âtoyâ or a glorified spell-grammar-sentence-phrase-mood checker for emails.â The same article, titled, âHey Siri, I Expect More,â describes Appleâs shot at AI as âa half-baked product that was released way too early.â
Ideally, âtoo earlyâ should not be in the same sentence with Apple when it comes to AI integration. This is Apple, the company that revolutionized the technology sector! That gave us the M-series chips, the iPhone, and the App Store. And yet, it is stumbling into the biggest software shift since the App Store is slower and weirder than anyone expected. Â
Everyoneâs hyped on Apple becoming an AI powerhouse, but I canât even get Siri to reliably set an alarm.
The question isnât just what Apple announced, but why it feels so underwhelming. Is this the cost of obsessive caution?
A case of perfectionism gone wrong?
Corporate arrogance?
Or is Appleâs best-in-class hardware now being held hostage by flawed software that canât keep up?
Letâs unpack how such a giant among technology companies in the world managed to make artificial intelligence feel… Disappointingly artificial.
What Apple Promised vs. What It Delivered
For some years now, AI has been the battlefield of Big Tech. Google launched Gemini. Microsoft embedded Copilot into Office and Windows. Meta threw generative AI into WhatsApp and Instagram. And Apple?
It waited.
Then in June 2024, Apple finally made its move with “Apple Intelligence,” a name that tried to reframe the acronym everyone else had been using for years. The promise? Smart notifications that summarize and prioritize messages, as well as on-device writing suggestions and email summaries. Apple also presented a system-wide index that helps Siri answer contextual questions like, âWhen does Momâs flight land?â, âGenmojiâ (custom emoji from text prompts), and integration with ChatGPT (sort of… more on that soon).
But there were problems. First, the rollout was limited. Only M1 Macs, iPhone 15 Pro models, and newer iPads would support these tools. Second, the features trickled out slowly. Despite the iPhone 16 being âbuilt from the ground upâ for Apple Intelligence, AI features didnât ship with the device and some of these features did not arrive for months. Others like the AI-powered, more personalized Siri still havenât materialized, despite being key to Appleâs AI pitch. Very disappointing, as the promise of the advanced, personalized AI features that allow Siri to leverage a userâs personal data and carry out actions on their behalf was what got everyone excited at WWDC 2024.
The more personalized Siri was initially targeted for April. April turned to May. Now, itâs delayed indefinitely. It turns out that the Siri demo shown at last yearâs WWDC was a dramatized video of a prototype and not the live tech many thought it was. The features werenât ready then. And judging from Apple’s senior vice president of software engineering Craig Federighiâs keynote speech at the WWDC 2025, theyâre not ready now. According to the software engineering executive, “This work needed more time to reach our high quality bar, and we look forward to sharing more about it in the coming year.” In other words, âkeep waiting.â
The punting definitely wonât work in some quarters, as some customers who bought the iPhone 16 expecting full AI features have now joined class-action lawsuits over false advertising. Are they to be blamed? Afterall, the companyâs Apple Intelligence announcement did show an iPhone user asking Siri about her mother’s flight and lunch reservation plans based on information from her Mail and Messages apps.
Where Apple Dropped the Ball The Long Silence
While competitors had been deploying real-time language models into consumer tools for over a year, Apple appeared to be lying on its oars. In no time, Googleâs Gemini and Microsoftâs Copilot were already baked into core workflows. OpenAI redefined how people interact with computers. Apple, on the other hand, treated AI like a cautious footnote.
It also did not help that Apple seemed to be relying heavily on OpenAI under the hood. ChatGPT integration was optional, and not made to be a part of Safari, Mail, or other built-in apps. Itâs almost like Apple showing up to a Formula 1 race on a Segway.
The Disappointment Called Siri
Siri is Appleâs most visible AI interface, and its most dated. Unfortunately, it remains the weakest link in Apple’s chain. Launched in 2011, Siri once felt futuristic. But while Alexa and Google Assistant have evolved, the Apple-developed digital assistant still struggles with basic tasks even though itâs been over thirteen years since its launch. Not only can it not set two timers at the same time as promised, it seemingly cannot even set one without multiple attempts.
The disappointment is palpable, as a certain conservative influencer on X expressed his recently, writing, “The fact that Siri isnât the leading AI assistant shows how big Apple fumbled the program.”
I donât get why the state of Siri and Apple Intelligence isnât a five alarm fire at Apple. Siri is astonishingly bad. Even setting a timer is a roll of the dice. Itâs such a stain on the Apple brand.
The new Siri was supposed to fix some of the interfaceâs core weaknesses, with the ability to see what’s on screen, search across apps, and take contextual actions. But the overhaul is no longer to be expected this year anymore. Wait until at least 2026, Federighi basically told the crowd at June 9âs WWDC.
The Privacy Trade-Off During his WWDC 2024 keynote, Cook said that Apple has âbeen using artificial intelligence and machine learning for years… It has to be built with privacy from the ground up.â
The companyâs commitment to privacy is commendable. But its insistence on on-device AI restricts how powerful its tools can be. While other companies like Google and Microsoft lean on cloud supercomputers to run massive language models, Apple uses small, optimized models that run locally. This keeps user data safe but also equals smaller models, less nuance, fewer capabilities and slower adaptability. Hence, OpenAIâs models get smarter by the day while Appleâs remain sandboxed and canât match the creativity, speed, or depth of its rivals.
Fragmented, Incomplete Rollout
Another problem with Apple Intelligence is that it is more of an exclusive club. Devices without M1 chips or the A17 Pro processor are excluded. iPhone 15? No luck. iPhone 14? Forget it. Now, the question is: Why build AI features if only a slim fraction of users can access them? How does Apple not see how that fractures the Apple ecosystem?
It also does not help that features were promised before they were ready. Apple heavily marketed AI with the iPhone 16, claiming the model was âbuilt from the ground upâ for AIâŠonly to delay the actual functionality. This bait-and-switch approach is seen by many for what it is â a product marketing trap. While the company hasnât commented publicly on the lawsuits crying false advertisement, its credibility has sure taken a hit.
Didnât Pass the Vibe Check
One look at social media and Developer forums, and the verdict is clear: Apple fumbled. More than ever, this yearâs Apple event generated heavy criticism and memes. What should have been a triumphant return to AI relevance instead felt like a keynote held together with duct tape in form of disclaimers and explanations. The level of dissatisfaction is easily seen across X and on developer forums on Reddit. Â
A Reddit user wrote, âApple Intelligence reminds me of Battlefield 2042, where the marketing team did a better job marketing the product instead of the actual development and implementation so it doesnât suck. Sadly both sucked.â
Come to think of it! Apple may be taking the long view, as it is trying to build AI around privacy, on-device intelligence, and tighter UX control. The current AI race is messy, afterall, with Google and Microsoft constantly issuing updates, patches, and retractions as their AIs misstep. Amidst all these, Apple might just be deliberately slow-walking its entrance to avoid all of that (and avoid the lawsuits Microsoft and Google keep facing over data misuse).
So maybe Apple isnât late or slow but just âdeliberate and thoughtfulâ in its deployment, as Cook told Wall Street in May 2023. Perhaps by 2026, the companyâs quiet groundwork will pay off and it will actually deliver smarter, safer, more polished tools. This would be a nice turnout and maybe worth the wait. The only problem here is that the delay is giving competitors space to define user expectations before Apple catches up.
However low the expectations have gotten, there is a chance that when Siriâs upgrade finally lands, it could still surprise us. Afterall, Cook said in October 2024 that the company âis following its policy of âNot first, but best.ââ Apple does have a history of being late, then getting it right. Remember the iPod? The iPhone? The Apple Watch? All entered established markets and changed the game.
Where Apple Is on Track
It would be unfair to pretend like Apple lost the plot completely. There are silver linings, some of which are:
Hardware-Software Optimization
This remains Appleâs secret weapon, as its hardware-software optimization is unrivaled. No other company can match the way iOS, macOS, and custom silicon interlock so smoothly.
On-Device LLMs
With its iOS 26, iPadOS 26, MacOS 26, VisionOS 26, WatchOS 26, and TVOS 26 announcements, Apple is providing access to its on-device AI large language model (LLM) to developers. This would remove the friction involved in adding AI to apps. If Apple can scale its models to be as useful as cloud-based ones, this could become a long-term strategic win.
New Developer APIs
Appleâs new APIs for developers show potential, as they could lead to a wave of useful third-party integrations eventually. While they arenât sexy like ChatGPT, they lay the foundation for a user-first, privacy-focused AI framework.
Others
Some of Appleâs innovations like Personal Context and Semantic Indexing might not generate many headlines, but theyâre meaningful. Having your device actually understand you instead of just responding to keywords is a powerful shift.
While these victories need to be acknowledged, they are very small compared to what the moment demanded.
The Real Danger for Apple
Here is the problem â while Apple slow-cooks its AI, its users are already adopting others. ChatGPT, Gemini, Claude, and Copilot are now part of millions of iPhone users’ daily routines. And if Apple doesnât catch up soon, its devices risk becoming mere vessels for someone elseâs intelligence.
Has Apple lost the war? Iâd say it hasnât. Yet.
However, there is a pressing need to give users and investors more than just âLiquid Glass,â a âWorkout Buddyâ and a host of underwhelming features. The gap between Apple and other tech giants is widening with the days, as its biggest smartphone rival, Samsung, and Google-manufactured Pixels continue to lean heavily into AI. Yet, Android is not the only enemy the Silicon Valley powerhouse needs to be worried about right now. Open AIâs recent recruitment of iPhone designer Jony Ive work on a yet-to-be-known AI hardware device also spells another set of competitive troubles for Apple.
Thereâs danger on many fronts for Apple, as it is fast losing the narrative. Just like Google Maps eclipsed Apple Maps and iPhone users go the extra mile to download Google Maps despite their phones coming with a built-in map, generative AI tools could eclipse Siri, Apple Notes, Mail, and more. The AI era is here. And Apple needs to stop delaying its RSVP, or it may find that the party has moved on without it.
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