By now , we ’re all familiar with an mortifying shimmy - up from the leading in Cupertino . At WWDC in 2024 , the troupe promised advanced new Siri lineament that would come in an update to iOS 18 . Then , it produce mainstream TV ads showcasing the feature ( which was n’t out yet ) , and finally , this leaping , admitted they could n’t extradite these features as assure . They would only come in the next year – meaning potential as an update to iOS 19 – and some arequestioning whether even that date is possible .
Naturally , it brought to mindAirPower , another production Apple certify on stage but ax when they could n’t deliver it . Some equate it to Apple ’s long conflict to grow its own 5 G cellular modem , which eventually terminate in theC1 modemshipping in the iPhone 16e , but the company never got on stage ( as it were ) and foretell one .
I opine there ’s a better parallel : Next - gen CarPlay .
Next-gen CarPlay was supposed to transform vehicle dashboards in 2023.
It’s beenhow long?
Apple first publicly unveiled the “ next generation of CarPlay ” back at WWDC in June of2022 . That ’s right , nearlythree yearsago .
To be fair , Apple called it a “ sneak peep , ” and sound out “ we ca n’t wait to show you more further down the road . ” Apple certainly never ran mainstream ads sell a intersection with next - gen CarPlay as a feature , unlike the missing Io 18 Siri features . But it also show a filmdom full of major auto sword , and suppose that “ auto maker from around the world are worked up to add this fresh vision of CarPlay to customer . ”
At that metre , Apple enjoin “ vehicles will start to be announced lately next year . ” That means previous 2023 . It palpate , in the summer of 2022 , like a very long runway and an inordinately early declaration from Apple . With just day left before the oddment of 2023 , Apple announced the first next - gen CarPlay firebrand , and there were only two : Porsche and Aston - Martin . Both were supposed to give up vehicle with next - gen CarPlay in 2024 .
Next-gen CarPlay was supposed to transform vehicle dashboards in 2023.
Next - gen CarPlay was supposed to transmute vehicle splashboard in 2023 .
Apple
Only 2024 came and die , and the cars never happen . And no other vehicles were annunciate . Worse , brands like GM proceed in theotherdirection , dumping CarPlayentirelyin 2024 . Just last month , Porsche announcedits new “ Communication Management organization , ” the ironware and computer software experience for its upcoming cars . And it only features the same CarPlay compatibility we ’ve all had for age .
The next-gen Siri announcement at WWDC raised expectations—and the iPhone 16 launch only heightened them.
Having missed its own distant deadline , and with no release in flock , next - gen CarPlay seem like it might never see the light of day , peculiarly on the sorts of motorcar most of us can afford .
A problem of Apple’s own making
Apple did n’t have to show off the fresh CarPlay back in 2022 , and it ’s heavy to understand why it bothered to . Even then , supporting cars were n’t supposed to be foretell untillate2023 . So why not just announce it at WWDC a year by and by ?
Better yet , why not hold off to announce it until the first car maker areactuallyready to announce their supporting cars , and conscientious objector - market place with them ? Why not just keep everything under wraps until it ’s quick to transport , as it did with the development of the C1 modem ?
Just as with the new Siri capability , Apple’smarketing needssurpassed itscapabilities . There was no technical reason to annunciate something so unready , no eccentric to be made to customers . It was a marketing penury , put ahead of the ontogenesis realities .
The next - gen Siri announcement at WWDC raised expected value — and the iPhone 16 launching only heightened them .
This was further enabled by the shift to pre - recorded event . It was harder to show a slick , terminate - look demonstration of a feature that is emphatically not ready yet and may never be when they had to show it off live on level .
In hindsight , we should n’t have been so surprised when Apple enjoin it could n’t deliver on its Siri promised . When 2024 came and went without even a jot of next - gen CarPlay come to securities industry , we could have realized that Apple has started to pursue in that most un - Apple praxis of promoting material while it is still ahead of time in growth .
Apple has big expectations ahead of it for WWDC in June . It has to convince users that it can make new experiences we ’re aroused about after the disappointing release of Apple Intelligence , convince the market that it is n’t disastrously behind on advanced AI technology , and convert the press that its hope are trustworthy .
