Federighi continues to lose credibility fast... he's basically a glorified hand waver for presentations and interviews now. And why tf is a marketing guy being interviewed... (who cares!)
i think if we have tried our best to make something great to other people but we made some foolish mistake, and we tried really hard to make better of it, we don't deserved to be interviewed like that.
“Apple has the money money and engineers” She really got them in a box with this one - Apple has immense resources but they evidently aren’t well deployed on their AI projects. But what are they going to say? Sorry we don’t have good management of our resources or sorry we haven’t prioritised resourcing for AI development? Neither is good obviously, so we just get non-answers as in this interview.
Because, people are asking for something they never said they are doing… If it is not clear they answered it at [12:13]… Maybe they need to address it the same way they did the for the touchscreen Mac [17:25]… It’s a bit like asking Ducati why they don’t make a car… 🤔
They got the questions beforehand. Joanna is a great interviewer but Apple would have insisted on knowing what they were walking into before the interview. That’s standard.
@fabricliver Sometimes we need people to ask tough questions, when everyone else won't. Does she need to be able to program an AI chatbot herself to have standing here? Absolutely not, and what a ridiculous notion that she should. She's a credentialed journalist asking questions of a major tech elite, fair questions I'd add. Why are we being apologetic to Apple, one of the biggest companies in the world? They've been riding iPhone sales for over a decade... its time they delivered us the future.
Well it's probably Apple's biggest goof in recent years. They do owe some explanation to their customers (iPhone 16 was sold on the promise of AI) and investors.
My exact thought and I was only listening, the phone in my pocket and I still felt her tension. I had to turn the screen on to see the rest of the interrogation
The moment was really uncomfortable, super uncomfortable. The joke a out breaking the screen was like jobs on a stylus,trying to dodge Joannas fiery darts
it aint like that, she was looking at the other guy and then suddenly looked at Craig hence he put up a smile. He didnt panic. They both know this was coming, hence prepared well.
@MXALOVE Awww, you're adorable! You're version of a "nuke" is more like PopRocks: sweet and a little weird. You've clearly never been around anything explosive in your life, and it shows.
The interview itself is scripted. You think apple would just sit down an give an interview about their failled/delayed product or service? This interview happened because craig wanted it to happen.
I think its just a tech nerd thing, he seems like he is a shy person tbh and since all his keynote appearances are a "performance" he is committed at that time.
@PureHokkaidono need to be a hater. she was charming yet she asked the uncomfortable questions her interviewees didn’t want to discuss but her viewers wanted to hear about.
What about the two of there faces? You can see there face drop when she keeps asking about AI. that face is the same face of a student when the teacher calls him out about his reading he read last night haha.
At 9:46 you see Craig and Joz's face enlightened when the topic shifts away to iOS 26 9:50, Joanna brings the attention back to AI and their smiles sunk
Joanna Stern has been a legend. It's rare to see this kind of interview with Apple execs. Props to Craig & Joz for sitting down and answering these questions.
Joanna’s questions are the ones that need to be asked - props to her for asking them. And props to the apple execs for answering them. I think this was a win for both Joanna and apple. Let’s be real - they’re right - if they had released their AI in a form that was substandard, that would’ve been a much bigger problem than them shipping much later than even they anticipated.
@jayg339the fact she doesn’t even know she uses Apple Intelligence daily “, because she’s expecting Siri to be ChatGPT chat bot like means she’s not qualified for this conversation. She has absolutely no clue what’s going on and instead, choosing to hammer the smallest “mistake” over and over and over again because the views, that’s nasty, and disgusting. It’s literally the whole focus of the video. Yes she digs in deep as a reporter does but the rest of the interview she’s just asking basic questions nodding her head and not challenging anything. Honestly what does that say? You can’t just dive deep on one thing. She did not watch the last WWDC or she would know she was using Apple intelligence. She was simply handed a pice of paper saying “go hammer Apple for this thing” and that’s not honorable journalism
@DeltaStormYTSome Apple Intelligence features shipped, but a lot still haven’t. The ones that haven’t are also the most significant. More importantly, Apple basically exclusively advertised the iPhone 16 as the phone built for Apple Intelligence. It really was the only thing they advertised about it. The crazy thing was that you could see an ad on tv about it, immediately go to the store and buy one, and the phone would not have Apple Intelligence. Not only that, but when you use competitor’s ai like Gemini, it’s clear Apple is quite a ways behind. As far as why Joanna did a good job with the interview, it’s because she actually did ask her about Apple Intelligence and tried to pin down what went wrong. Apple has really tried to not talk about it and would probably have rather Joanna just talk about the new Liquid Glass aesthetic.
You know the journalist is really good when even the most PR-trained, ultra-confident people start sweating under pressure. This is the first time I’ve seen Apple representatives look even slightly uncomfortable-and it’s all thanks to her calm, respectful, but razor-sharp questions. What a masterclass in journalism!
I had almost exact opposite reaction. This lady seemed out of her league. It doesn’t seem she speaks the same language as them. Craig even at one point saying “That’s an interesting interpretation,” and laughing it off. It looked like any nervous laughter was due to a “what is about to come out of her mouth next?”
@duckudonalduI’m not advocating for gotcha journalism, but rather someone who knows what questions to ask, or even someone who knows what these guys are talking about. It genuinely seems like she doesn’t know what they are talking about for the majority of this “interview.” Not looking for a gotcha, but something maybe a little more substantive than what this lady got. Barely scratched surface, instead asked questions everyone knew the answer to already.
not gonna lie, wasn’t expecting apple to accept an interview with hard questions but I’m pleasantly surprised. only four minutes in and this interviewer is asking the questions that I want answers to! She pressed them on why they were advertising features that didn’t exist for the consumer yet! Thank you!
This reporter is amazing. She doesn’t seem charmed or affected by the “magic” of Apple. One of the only recent interviews where someone has actually pushed past the “media” answer these guys usually give.
? What exactly did she extract? Any follower of Apple has heard all of this before this “interview.” This lady seemed out of her league and to be blunt, dumb.
He's a tech presenter, not a journalist. If you view people like him and iJustine through that lens, you won't be as disappointed in them for failing to hold these companies accountable. I hate how he's more popular than Joanna or Gruber, but c'est la vie.
@cliqueimarketingwhat do you mean loose all the stuff Apple dosent give him anything, maximum is no more invited to wwdc and product showcases but still
@gtone339 the competition with plastic that gets permanently indented with your nail, fails after two years average, and is 1k to repair after waiting two weeks to send it in through your carrier insurance. Yikes.
I argue, Apple publicly battling *that one person in the Twitter comments who clearly has no idea what they’re talking about but are choosing this hill to die on* is not worth it. This interview is the worse I’ve seen in a long long time.
Legendary interview. I’d never thought I would see apple this vulnerable in the public sphere. In the past they would never even have addressed the huge AI fiasco.
I can imagine a video (in Joanna’s style) asking for a raise that mentions remember that time when I lived in apple vision in a cabin and that time that asked Craig F about Siri….
But she should bring along better technicians. The audio of Craig was bad (compared to Greg's with a lot of bass), and also sometimes Craig's eyes were out of focus ...
She doesn’t even understand what Apple intelligence is. She keeps saying it’s Siri even though they said like 10 times that they are not the same thing.
Joanna conducted a great interview! It was a balance between grilling and fun, had the right questions about all the things on everyone’s minds. You love to see it!
They were probably getting annoyed as I was. She talked about one small part of this release for half the interview, this stuff happens in the tech industry, they thought they would have a proper product ready and didn’t. it happens all the time
@blakedager147 This "one small part" is the most sought after tech in the world right now, why wouldn't she focus on it? You make it sound like a small feature... How are small UI and software features even remotely as important? I love apple, I have an iPhone, iPad, and MacBook, that being said Apple absolutely SHOULD be focusing their time on this more than anything, or they will lose their place.
@trat1xBecause with current large language models and other basic AI like chat gpt which you can download as an app, many people probably wont utilize Apple AI that much. This is very common with Apple, they wait until they can do it the Apple way. It’s why we didn’t have a calculator app for the iPad for forever. This happens with every tech company out there.
@blakedager147I don’t think I’ve ever heard of a tech company, one as immensely successful as Apple marketing a huge feature and not delivering even half of it.
Those useless features have a major advantage for Apple. At presentation time they provide handy time fillers, as you note. They're cheap, probably done by independent graphic artists working for a pittance. Of course they also leave the impression that Macs aren't for serious people. What Apple desperately needs is better integration with scientific instrumentation including amateur radio equipment. There are 700,000 hams in the U.S. alone and they're stuck with Windows for much of their activities. And there are at least that many scientists in the same bind. One of my neighbors is biomedical engineering professor. She is Windows-only because that's what medical and scientific instrumentation uses. For her Apple products, with their emojis look like toys for children.
@Inkling777 Apple Intelligence is vaporware. It means nothing and can't do anything. We saw some demos of what they want it to be, but reality is it's 5-10 years behind the main competitors in the game.
@Inkling777 she can use windows on a 2020 Mac. Seems like a pretty niche use case and developers can make a Mac version of that when they want to or feel it's worth it. You can also run Windows in parallels if necessary. But Apple has its niche, which is mostly creatives (music, video editors, photographers) and programmers. They're also great for anyone who just needs a great computer for school and one that will last at that. If you need something cheaper, buy a used Mac. Apple is doing fine, they'd just be doing society and the environment more of a service if they upped the base specs of their computers and made their storage drives user-swappable.
Joanna really is the best at this. She asks all the questions that need to be asked but realizes she is not going to get the answers. But many nuggets seep out with that approach.
Considering Apple has very strict guidelines about what you're even allowed to ask during interviews, this interview is the closest we're gonna get to genuine questions and answers.
Just started watching the video, but I clicked it because today I asked Siri, what $37.50 in Canadian converted to in USD and she pulled up random Google searches instead of using the built-in calculator feature.
We’ve gotta give some props to Craig and his media training team. Probably the most pressure he’s been under to deliver in an interview and all things considered I think he handled these heavy questions very well.
@tapetwo7115 Pretty sure they don't need to either. When you're that high in the hierarchy, you have dedicated teams working on dedicated features for this specific reason. And its not limited to apple. Entire tech industry is this way.
Defending what, besides why Siri is not as like the other assistants… Apple has official integrated ChatGPT like so many others by embedding it into Intelligence… 🤔
I mean yeah. but over promising and under delivering is standard fair in software, this feels like exciting ambition rather than like deception or anything. I think apple would have liked nothing more than to deliver on what they wanted here. So I dunno. How are they supposed to compete this early this quick with billion dollar companies focused on just that. It was a tall order, with quick diminishing returns. they tried at least. training ai working with it. is a whole new ball game.
What is the problem to defend exactly? Apple are doing absolutely fine year after year, yet continue to be highly scrutinised. And it's not just the current AI hurdle, it's every single product they launch that's criticised, pretty much since the dawn of the company in the 80s.
@quamb yep, people keep on pressing apple for not meeting the expectations, but they have delivered at least half of it, and they arent being ignorant of what they have NOT delivered, it is obvious enough that they dont want to ship out substandard AI, they want it to be called an Apple Product, wherein it should be perfection, people demand as if their life is on the line
I find my Macs, iPad and iPhone plain great and I don't know of any other device working better. Yes they could have done better with Siri, so what? It's very far from being the end of the world.
This is actually my new favorite interviewer for tech I think. Guys like mkbhd must keep it Apple friendly that way they don't lose their early access, but reporters don't have that restriction because they don't make money off of being first to review.
Man, I can’t stress this enough: I really don’t like Joz. He talks and presents himself so condescending. Thank you Joanna for holding their feet to the flames. They need more accountability and humility (Joz)
You're right! I've always felt that. But maybe that's the type of guy you need in the marketing department. Marketing is a lot of fluff and no honest guy with humility can market an average product or a product with very incremental changes year on year
@ArkaBhowmik-e7s I agree he comes accross as not very humble but "Marketing is a lot of fluff and no honest guy with humility can market an average product or a product with very incremental changes year on year" this is very dumb.
@angeltorres7048 Why is it dumb? I don't think the person you responded to is defending Apple, he's just being brutally honest about their position here. Apple is behind on one of the biggest pushes in Tech, ever.
I think she needs to be fair though. She obviously is focusing mostly, if not only, on the negative. It seems that the folks following her have some emotional thing against Apple and applaud her attacks. As a user of various computers and mobile devices I still find Apple to provide the best experience. I think this needs to be acknowledged as well.
@bernardlanguillier7970 No, Apple promised something that they did not deliver. People paid for a new phone with those features. Siri is and has been years behind other similar 'chatbots' The internal struggle between teams in apple had led to this. What they are saying here is that they did deliver. But they did not. Even Apple has to be held accountable, the have a terrible trackrecord admitting their vaults. Apples macbook pro keyboard that for years had problems, the stupid apple mouse etc etc. All they had to do was not do that announcement, because they knew it was not ready, and still isn't.
Apple would benefit from having more of these direct interviews. People respect when video games get delayed in order to achieve better quality when the game ships. People HATE being told the party line and the product sucks. Apple need to continue choosing to front up when they've messed up. Well done all!
Gotta hand it to Joanna this is the kind of interviews we need! Apple is one of the (is the?) biggest companies in the WORLD and we should hold them to a very high standard. It's pretty nuts to me that Siri sucks as bad as it does.
Read more about Apple's AI strategy and Siri here: on.wsj.com/4jFDpod
Federighi continues to lose credibility fast... he's basically a glorified hand waver for presentations and interviews now. And why tf is a marketing guy being interviewed... (who cares!)
Oh wait, I get it, this Joswiak guy is here to try to control the narrative. 🤣
I love the 'you farted and it stinks' look of disbelief on Joanna's face through the whole interview. 🤣
One important question missing…what’s right with Siri?
i think if we have tried our best to make something great to other people but we made some foolish mistake, and we tried really hard to make better of it, we don't deserved to be interviewed like that.
Media training final boss 😂
Ong😭😭
❤
💀💀 ah gosh lol
How do you figure? Boring, flat questions.
@PureHokkaidoi think they’re referring to Apple’s executives and their smart answers
Like two kids on detention.
“Apple has the money money and engineers”
She really got them in a box with this one - Apple has immense resources but they evidently aren’t well deployed on their AI projects. But what are they going to say?
Sorry we don’t have good management of our resources or sorry we haven’t prioritised resourcing for AI development? Neither is good obviously, so we just get non-answers as in this interview.
That was my thinking too
reminds me on when me n my fren got in trouble and the teacher was asking us a bunch of questions
they looks like a noob compny here :D
hahaahah
0:19 "Where is she?!" Bruh that felt personal. lol
bro this felt like Greg was explaining why is Siri is still lifeless... :(
That was hilarious
The Moment she talked about Liquid Glass they were like " Oh Thank God" 😂
They shoudl have called it "aqua glass" that would be an homage to aqua .
Ikr thats exactly what I thought lol.
Because, people are asking for something they never said they are doing…
If it is not clear they answered it at [12:13]…
Maybe they need to address it the same way they did the for the touchscreen Mac [17:25]…
It’s a bit like asking Ducati why they don’t make a car…
🤔
🤣
😂
“Let’s talk about Liquid Glass” “Oh yeah”, after 12 minutes of grilling 😂
@patfisher22actually it was used by Apple first before vista
That is not glass, it is cheap plastic texture !
Which they clearly deserved. You must be a hard core Apple Sheep.
They got the questions beforehand. Joanna is a great interviewer but Apple would have insisted on knowing what they were walking into before the interview. That’s standard.
@DaGetz10They actually don't get the questions. Tom's Guide didn't give the questions beforehand either.
ive never seen apple against the wall like this. you can tell these guys are feeling the pressure
Joanna has no time for easy questions. She's like, "Where's your project, kids? You promised! Lol.
She's the type of woman that wouldn't be able to fix a bike.
Easy to talk when you just have to criticize.
(I'm an Android user, not a Apple fanboi)
@fabricliverWhy do people always feel to need to add that they're not X user lol, like it bolsters whatever they say?
@fabricliver Customers pay Apple to solve problems, it's not their job to be supportive and find solutions
@fabricliver Sometimes we need people to ask tough questions, when everyone else won't. Does she need to be able to program an AI chatbot herself to have standing here? Absolutely not, and what a ridiculous notion that she should. She's a credentialed journalist asking questions of a major tech elite, fair questions I'd add. Why are we being apologetic to Apple, one of the biggest companies in the world? They've been riding iPhone sales for over a decade... its time they delivered us the future.
teacher energy frr
I find this interaction hilarious because she's questioning them like they're two kids who made some silly mistakes. 😂
What mistakes?
@Botothe.e not delivering Ai, better Siri, and many promised things hahaha
Well it's probably Apple's biggest goof in recent years. They do owe some explanation to their customers (iPhone 16 was sold on the promise of AI) and investors.
My exact thought and I was only listening, the phone in my pocket and I still felt her tension. I had to turn the screen on to see the rest of the interrogation
@Botothe.eLol
Typical isheep
I couldn't resist despite being an apple user myself 😂
15:25 “A foldable iPhone! It’s not something you’re thinking about?”
Them: 👁️👄👁️ 👁️👄👁️
The moment was really uncomfortable, super uncomfortable. The joke a out breaking the screen was like jobs on a stylus,trying to dodge Joannas fiery darts
😁😁😆😆🤣
Peak robotic behavior
“Who’s to say??” 15:35
@chameleon1001 i thought that was hilarious. "it's already big enough, wouldn't it break?" Funny way to handle it.
7:10 Craig panics
7:14 Craig remembers to smile
it aint like that, she was looking at the other guy and then suddenly looked at Craig hence he put up a smile. He didnt panic. They both know this was coming, hence prepared well.
@naeemsayyadpeople just love to tease him since he’s so charming and likeable.
@naeemsayyad You own Apple stock and it's going nowhere.
@naeemsayyadHi Craig!!!!
Smile process was not responding until it did.
20 seconds in and she absolutely nukes them 💀💀💀
“where is she” 😂
Suuuure she did. By asking a fully expected question and allowing them to answer. Yup. Real nuke there.
@rapid13I get you lack context clues but obviously the Siri they announced and released is not smart.
@MXALOVE Awww, you're adorable! You're version of a "nuke" is more like PopRocks: sweet and a little weird. You've clearly never been around anything explosive in your life, and it shows.
@rapid13 k
07:12 robot receives the command to smile and act natural lol
I love how they answer half scripted half nervously improvising
Hahahaha yes the nervous improvising. You can see it in their body language even though you can also tell they're doing their best to hide it LOL
Craig looking away while talking and not looking at Joanna.
The interview itself is scripted. You think apple would just sit down an give an interview about their failled/delayed product or service? This interview happened because craig wanted it to happen.
@spaceman69 People don't know how scheduled interviews work lol, of course both of them knew the questions beforehand and also approved them
funny everytime he remembers another buzzword to use
Journalist - I do wanna get into IOS 26
Craig and Greg - 😃😃
Journalist - But staying on AI for a second...
Craig and Greg - 😑😑
I LOL-ed at this exact moment
😂@jprmercado
epic 😂
😂
😂😂😂😂
This interview is pure gold 😂 You can feel their tension and it's glorious
This is the best interview of the year, Tim cook is sitting home thinking: thank God i wasn't there 😂
I don't think the PR would let Tim be anywhere near people like Joanna. 😂
Absolutely agree.
😂😂😂😂😂😂😂😂😂
@VAISHALIDORANALA can you explain me why they wouldn't? Is he famous for some kind of behavior etc?
@artavenueblni think it's just because she's a ruthless interviewer haha. in a good way.
“ last year you announced a new Siri, where is she?” JOANNA I LOVE YOU 😂😂😂
On the iPhone 16 pro max , at least they promised that and never delivered and the 16 pro max is the same as the 15 pro max lol
With a camera button that is really in the way IMO @iambujar
Ikr? She didn't dance around it one bit. Straight into the fire, and to Apple's credit they handled it like pros.
That was more like the detainees being questioned by the FBI 😂😂
I burst out laughing 😂 she wasn’t playing with them
Craig was answering that whole Siri Apple Intelligence segment like his dog ate his homework.
The amount of time Craig looks like he wants to die throughout this
or hide somewhere
So true 😂
we need more tech moms that ask kids questions like these.
I want a tech mommy
The 2 Apple guys are so robotic and disingenuous. Kudos to the interviewer for pressing them on some stuff respectfully
Interviews are prepared and discussed before.
calling Craig robotic and disingenuous is crazy, he’s the most charismatic VP in the industry
She doesn't even know what she's talking about, otherwise she wouldn't have let herself be fooled.
Craig trying so hard to remember his lines he can bearly make eye contact XD
Also that was the last time she got an interview at apple lol
I think its just a tech nerd thing, he seems like he is a shy person tbh and since all his keynote appearances are a "performance" he is committed at that time.
YES!!!! Direct questions!!! We need more journalist like Joanna!!!
Tech bros will avoid an interview with Joanna Stern at any cost in the future.
these two won't be seen anywhere near for sure
Yeah…she is quite annoying.
If i'm in charge, i won't let her interviewing anyone in my company.
@anon-p5jThey interview with her every year. She’s always direct, this is a good thing. I love her interviews and reviews.
@PureHokkaidono need to be a hater. she was charming yet she asked the uncomfortable questions her interviewees didn’t want to discuss but her viewers wanted to hear about.
That was the best interview I've seen in a while.
Her expressions look like she isn’t gonna leave without cooking them up😂😂
Tech mommy for a reason
What about the two of there faces? You can see there face drop when she keeps asking about AI. that face is the same face of a student when the teacher calls him out about his reading he read last night haha.
She didn’t cook tho 😂
After the interview Craig calls Tim: Hey Tim, we’re Cooked
😂
Funny 😂😂
🤣🤣🤣🤣🤣
Delete this
GET OUT-
24 minutes of Joanna being stern to the Apple boys
At 9:46 you see Craig and Joz's face enlightened when the topic shifts away to iOS 26
9:50, Joanna brings the attention back to AI and their smiles sunk
No one wants to talk about that AI thing.
@Taxiway_Alphaspecially if ur apple and failing at it
The way apple wants to incorporate it so the ai seems natural and seamless and integrated rather than a dedicated chat bot. I hope they succeed.
@Kelly-b9c9k Exactly, people arent seeing this.
9:56 Craig really looks like he's in trouble there lol
Joanna Stern has been a legend. It's rare to see this kind of interview with Apple execs. Props to Craig & Joz for sitting down and answering these questions.
Joanna’s questions are the ones that need to be asked - props to her for asking them. And props to the apple execs for answering them. I think this was a win for both Joanna and apple. Let’s be real - they’re right - if they had released their AI in a form that was substandard, that would’ve been a much bigger problem than them shipping much later than even they anticipated.
Joanna absolutely killed it. No BS, just got right to the real questions and held Apple accountable.
@jayg339the fact she doesn’t even know she uses Apple Intelligence daily “, because she’s expecting Siri to be ChatGPT chat bot like means she’s not qualified for this conversation. She has absolutely no clue what’s going on and instead, choosing to hammer the smallest “mistake” over and over and over again because the views, that’s nasty, and disgusting. It’s literally the whole focus of the video. Yes she digs in deep as a reporter does but the rest of the interview she’s just asking basic questions nodding her head and not challenging anything.
Honestly what does that say? You can’t just dive deep on one thing. She did not watch the last WWDC or she would know she was using Apple intelligence. She was simply handed a pice of paper saying “go hammer Apple for this thing” and that’s not honorable journalism
@DeltaStormYTSome Apple Intelligence features shipped, but a lot still haven’t. The ones that haven’t are also the most significant.
More importantly, Apple basically exclusively advertised the iPhone 16 as the phone built for Apple Intelligence. It really was the only thing they advertised about it. The crazy thing was that you could see an ad on tv about it, immediately go to the store and buy one, and the phone would not have Apple Intelligence.
Not only that, but when you use competitor’s ai like Gemini, it’s clear Apple is quite a ways behind.
As far as why Joanna did a good job with the interview, it’s because she actually did ask her about Apple Intelligence and tried to pin down what went wrong. Apple has really tried to not talk about it and would probably have rather Joanna just talk about the new Liquid Glass aesthetic.
They are brave! And she is very stern!
7:13 Man, that sudden PR-smile cracked me up.
Bro said "oh yay" when they stepped away from the AI questions 12:23 😭😭😭
ong this is so funny
I feel a bit brainwashed after washing this cuase Apple is really good at seeming innocent about their mistakes😂
I use Apple btw.
😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂
Hahahaha
This interview will be shown to everyone at Apple for media training
How not to give interview
@kshitijmittal91 OK sheep
@kshitijmittal91 you mean the staff right because she did a great job!
@darthenx2585she did an excellent job
💯
This is the funniest thing i’ve seen in a while 😂
The foldable question had them STRESSING. 😂
They are more like... what... another roadmap question although she knows we can't answer it...
„Wouldn’t it break the phone?“ 😅
Whats the time stamp ?
@PrintedFidgets3D +1
they used smile to dodge the question. i think apple is cooking something that they dont want to reveal yet
You know the journalist is really good when even the most PR-trained, ultra-confident people start sweating under pressure. This is the first time I’ve seen Apple representatives look even slightly uncomfortable-and it’s all thanks to her calm, respectful, but razor-sharp questions. What a masterclass in journalism!
Like if only Craig’s was there he wouldn’t survive, the two had to laugh all the questions off.
I think it finally shows apple from a more authentic side
I had almost exact opposite reaction. This lady seemed out of her league. It doesn’t seem she speaks the same language as them. Craig even at one point saying “That’s an interesting interpretation,” and laughing it off. It looked like any nervous laughter was due to a “what is about to come out of her mouth next?”
She was so amazing.
@duckudonalduI’m not advocating for gotcha journalism, but rather someone who knows what questions to ask, or even someone who knows what these guys are talking about. It genuinely seems like she doesn’t know what they are talking about for the majority of this “interview.” Not looking for a gotcha, but something maybe a little more substantive than what this lady got. Barely scratched surface, instead asked questions everyone knew the answer to already.
not gonna lie, wasn’t expecting apple to accept an interview with hard questions but I’m pleasantly surprised. only four minutes in and this interviewer is asking the questions that I want answers to! She pressed them on why they were advertising features that didn’t exist for the consumer yet! Thank you!
Quite curious if they were even aware of the questions because they didn't seem prepared for it. lol
This reporter is amazing. She doesn’t seem charmed or affected by the “magic” of Apple. One of the only recent interviews where someone has actually pushed past the “media” answer these guys usually give.
? What exactly did she extract? Any follower of Apple has heard all of this before this “interview.” This lady seemed out of her league and to be blunt, dumb.
@MrFerdertyhahaha Joanna is one of the most respected tech journalists in the business 😂
Not since 2006
@frejkarlsson6777that doesn’t mean she’s not bad at her job
@frejkarlsson6777 respected by who exactly? lol she's asking common knowledge question usually android users are unaware of.
Take notes Marques Brownlee! This is how you interview tech executives
He's a tech presenter, not a journalist. If you view people like him and iJustine through that lens, you won't be as disappointed in them for failing to hold these companies accountable. I hate how he's more popular than Joanna or Gruber, but c'est la vie.
Nahh he cant do that.. loose all the good stuff ?
@mkbhd only serves up softball questions when it comes to his Apple overlords. Gotta love access journalism, right?
@cliqueimarketingwhat do you mean loose all the stuff
Apple dosent give him anything, maximum is no more invited to wwdc and product showcases but still
Amén
Please don't take my Macbook away. Some of us hate pads.
I like this woman as a host. Extremely real
15:11 They genuinely looked like they were at gunpoint when she asked about the folding phone 😭😭
I saw it as they might have been trying and they couldn’t mention a single thing in case they announced it soon 😂
Ya they know and they have seen the competition lol
@gtone339 the competition with plastic that gets permanently indented with your nail, fails after two years average, and is 1k to repair after waiting two weeks to send it in through your carrier insurance. Yikes.
“Foldable iPhone”… “who is to say?”
HELP 💔💔
The foldable phone concept completely disregarded was great!! Haha
21:50 Steve in 2000s : Create great Products and tell people about them. Tim in 2025 : Tell people about great products and create them later.
No they are hard on their software, they want it to shine and perform.
@SkaterStimmhe aim also an apple junkie however these guys have ruined Steve’s company
I think you mean, and then DONT create them later.
Live service phone
Or never. Works too.
I love Apple, but sometimes Apple needs this type of wall that bring them to reality in an interview. Great work from Joanna Stern.
I argue, Apple publicly battling *that one person in the Twitter comments who clearly has no idea what they’re talking about but are choosing this hill to die on* is not worth it. This interview is the worse I’ve seen in a long long time.
@DeltaStormYT true
Hopefully this interview will be the start to get them to stop being lazy and do better
@DeltaStormYTthat one person? Everyone saw Apple lied and scammed customers, and is years behind competitors
“Staying on AI for a second…” 9:50 and their smiles DROPPED
Legendary interview. I’d never thought I would see apple this vulnerable in the public sphere. In the past they would never even have addressed the huge AI fiasco.
I see it as remarkable transparency, not as vulnerability
@bernardlanguillier7970liquid glass transparency
@bernardlanguillier7970 Liquid glass transparency?
Joanna should package this interview into a DVD and just point to it when it's time to ask her boss for a raise.😂
I can imagine a video (in Joanna’s style) asking for a raise that mentions remember that time when I lived in apple vision in a cabin and that time that asked Craig F about Siri….
But she should bring along better technicians. The audio of Craig was bad (compared to Greg's with a lot of bass), and also sometimes Craig's eyes were out of focus ...
She doesn’t even understand what Apple intelligence is. She keeps saying it’s Siri even though they said like 10 times that they are not the same thing.
That 'Where is She??' question to Craig felt super personal at the very beginning 😂😂😂
This is what real journalism looks like 🤩
15:20 Wow, Joanna is brutal… to keep a straight face through that whole exchange, while they utterly fail to bluff their way out… amazing to watch
Who’s to say hahah
Scary for whoever shares her life. Can you imagine an argument with her? God, I'm out.
She’s boring and whiny.
@PureHokkaido nah, youre just challenged
They look so stupid laughing and acting like they don't know about foldable phones.
Joanna conducted a great interview! It was a balance between grilling and fun, had the right questions about all the things on everyone’s minds. You love to see it!
No one else is asking these questions please keep this going!!! Keep them on their toes
the look on their face when she said "I want to stay a little more on AI" lol 9:56
They were probably getting annoyed as I was. She talked about one small part of this release for half the interview, this stuff happens in the tech industry, they thought they would have a proper product ready and didn’t. it happens all the time
@blakedager147 This "one small part" is the most sought after tech in the world right now, why wouldn't she focus on it? You make it sound like a small feature... How are small UI and software features even remotely as important? I love apple, I have an iPhone, iPad, and MacBook, that being said Apple absolutely SHOULD be focusing their time on this more than anything, or they will lose their place.
@trat1xBecause with current large language models and other basic AI like chat gpt which you can download as an app, many people probably wont utilize Apple AI that much. This is very common with Apple, they wait until they can do it the Apple way. It’s why we didn’t have a calculator app for the iPad for forever. This happens with every tech company out there.
@blakedager147I don’t think I’ve ever heard of a tech company, one as immensely successful as Apple marketing a huge feature and not delivering even half of it.
@blakedager147 How is it small part when Apple Intelligence was the primary marketing strategy before?
I'm glad that we finally get an explanation of what happened last year
"We spent 96% of our time talking about Memojis and other useless features, so why is everyone mad about how useless Siri is?"
Those useless features have a major advantage for Apple. At presentation time they provide handy time fillers, as you note. They're cheap, probably done by independent graphic artists working for a pittance. Of course they also leave the impression that Macs aren't for serious people.
What Apple desperately needs is better integration with scientific instrumentation including amateur radio equipment. There are 700,000 hams in the U.S. alone and they're stuck with Windows for much of their activities. And there are at least that many scientists in the same bind.
One of my neighbors is biomedical engineering professor. She is Windows-only because that's what medical and scientific instrumentation uses. For her Apple products, with their emojis look like toys for children.
😂😂😂
@Inkling777 Apple Intelligence is vaporware. It means nothing and can't do anything.
We saw some demos of what they want it to be, but reality is it's 5-10 years behind the main competitors in the game.
@Inkling777 she can use windows on a 2020 Mac. Seems like a pretty niche use case and developers can make a Mac version of that when they want to or feel it's worth it. You can also run Windows in parallels if necessary. But Apple has its niche, which is mostly creatives (music, video editors, photographers) and programmers. They're also great for anyone who just needs a great computer for school and one that will last at that. If you need something cheaper, buy a used Mac. Apple is doing fine, they'd just be doing society and the environment more of a service if they upped the base specs of their computers and made their storage drives user-swappable.
thats some reply - but yeah... ⭐️
Joanna really is the best at this. She asks all the questions that need to be asked but realizes she is not going to get the answers. But many nuggets seep out with that approach.
Considering Apple has very strict guidelines about what you're even allowed to ask during interviews, this interview is the closest we're gonna get to genuine questions and answers.
Joanna you’re such an Icon😭
Need questions like that for politicians.
The thumbnail frame wasn't picked randomly...
ooo they dodged that foldable iPhone question! 15:55
Obviously they either keeping a secret or they make fun of foldable phones.
Not really, their smiles and chuckles made it clear it's not happening anytime soon.
Seems like they will pursue adding to their Vision product line.
@gamesplayer4861 everyone that I know that has tried foldable phones don’t like it because the screen is not durable.
@goldenhawk9322 The foldable iPhone is coming out in either 2026 or 2027.
You're delusional if you don't think it's coming soon.
This is an amazing showcase of top-tier journalism and top-tier PR. I feel like I'm watching a political debate combined with a celebrity interview.
Just started watching the video, but I clicked it because today I asked Siri, what $37.50 in Canadian converted to in USD and she pulled up random Google searches instead of using the built-in calculator feature.
The rate changes rapidly so it would have to consult the internet for that answer
Spotlight is way faster anyway
51,50 btw
We’ve gotta give some props to Craig and his media training team. Probably the most pressure he’s been under to deliver in an interview and all things considered I think he handled these heavy questions very well.
Yeah, I think some execs might’ve just cut the interview off after that much grilling, but Craig and Jaws took it in stride.
They had to. Anything doing anything else would have tanked the stock price
These are two boomers that don’t even know how LLMs work and they are talking about AI 😂😂
@tapetwo7115 Pretty sure they don't need to either. When you're that high in the hierarchy, you have dedicated teams working on dedicated features for this specific reason. And its not limited to apple. Entire tech industry is this way.
his exec bs talk mode was in full power
Asking some real questions there.
I feel like we’re sitting in on an internal HR performance review where Joanna put them on a PIP (performance improvement plan)
12:21 he was like "freaking finally" 😂
12:23 .... That "freed from jail" reaction is pure gold! 😂
“Oh yay”
Me trying to explain to the teacher why I didn’t do my homework 😂
Craig's smile at 7:12 when Joanna asks yet another Siri question 😂
Hide the pain Craig 😅
😂😂😂😂
12:16 panic
12:24 "lets talk about liquid glass" "oh yay" 😭 💀
0:20 that “where is she?” sounds like my mom asking where my sibling at and i honestly don’t know
Wow, she really just lit them up immediately. No holding back.
Joanna you have earned my ultimate respect. As an Apple fanboy it's getting hard to defend Apple every day from now...
Defending what, besides why Siri is not as like the other assistants…
Apple has official integrated ChatGPT like so many others by embedding it into Intelligence…
🤔
I mean yeah. but over promising and under delivering is standard fair in software, this feels like exciting ambition rather than like deception or anything. I think apple would have liked nothing more than to deliver on what they wanted here. So I dunno. How are they supposed to compete this early this quick with billion dollar companies focused on just that. It was a tall order, with quick diminishing returns. they tried at least. training ai working with it. is a whole new ball game.
What is the problem to defend exactly? Apple are doing absolutely fine year after year, yet continue to be highly scrutinised. And it's not just the current AI hurdle, it's every single product they launch that's criticised, pretty much since the dawn of the company in the 80s.
@quamb yep, people keep on pressing apple for not meeting the expectations, but they have delivered at least half of it, and they arent being ignorant of what they have NOT delivered, it is obvious enough that they dont want to ship out substandard AI, they want it to be called an Apple Product, wherein it should be perfection, people demand as if their life is on the line
I find my Macs, iPad and iPhone plain great and I don't know of any other device working better. Yes they could have done better with Siri, so what? It's very far from being the end of the world.
Good job Joanna. This was a fantastic interview.
They really dodged the foldable phone question 😂
This is actually my new favorite interviewer for tech I think. Guys like mkbhd must keep it Apple friendly that way they don't lose their early access, but reporters don't have that restriction because they don't make money off of being first to review.
mkbhd criticizes them plenty. he even recently said he doesn’t think the glass UI looks very usable.
@SkiingIsBelieving859yes, but not in interviews like this
@curiousmichaelyou didn’t see when mkbhd interviewed Tim Cook and asked him about the Magic Mouse?
There is a difference between a single youtuber vs a giant media corporations like the Wall Street Journal.
Lmbooooo she went straight for the jugular 😂😂😂😂
Massive apple fan here, but this was brutal. Go Joanna.
Man, I can’t stress this enough: I really don’t like Joz. He talks and presents himself so condescending. Thank you Joanna for holding their feet to the flames. They need more accountability and humility (Joz)
You're right! I've always felt that. But maybe that's the type of guy you need in the marketing department. Marketing is a lot of fluff and no honest guy with humility can market an average product or a product with very incremental changes year on year
@ArkaBhowmik-e7s I agree he comes accross as not very humble but "Marketing is a lot of fluff and no honest guy with humility can market an average product or a product with very incremental changes year on year" this is very dumb.
[17:20] That’s why they had to remind Joanna about a previous keynote regarding a question they already definitively answered…
🤔
@angeltorres7048 Why is it dumb? I don't think the person you responded to is defending Apple, he's just being brutally honest about their position here. Apple is behind on one of the biggest pushes in Tech, ever.
OMG where's the TLDR?
I respect Craig for saying “if they CAN” at 16:13. Shows he still is aware how expensive apple is to most people.
If you want something great you need to pay it
@b.rizz.y its overpriced, everyone knows that, only to name one thing: 60hz in their newest iphone 16, thats hilarious
@mathiskirchner cry me a river
@mathiskirchnerstill the best selling phone in 2025 as of now - nobody cares about 60HZ coming from someone who can’t stand it. Keep coping❤
pretty sure this is to avoid another "buy your mom an iPhone" moment. 😉
This is exactly what journalism should be, asking the questions that are already on people's minds. Thank you, Joanna!
I think she needs to be fair though. She obviously is focusing mostly, if not only, on the negative. It seems that the folks following her have some emotional thing against Apple and applaud her attacks. As a user of various computers and mobile devices I still find Apple to provide the best experience. I think this needs to be acknowledged as well.
@bernardlanguillier7970 No, Apple promised something that they did not deliver. People paid for a new phone with those features. Siri is and has been years behind other similar 'chatbots' The internal struggle between teams in apple had led to this.
What they are saying here is that they did deliver. But they did not.
Even Apple has to be held accountable, the have a terrible trackrecord admitting their vaults. Apples macbook pro keyboard that for years had problems, the stupid apple mouse etc etc.
All they had to do was not do that announcement, because they knew it was not ready, and still isn't.
They don’t sound same as good as good as keynotes and product launch 😂
First time Apple is really vulnerable!
14:27 Everyone wants someone who likes them as much as Craig loves talking about glass.
But not folding glass. “It would break” 😢
We need to protect Joanna at all cost!
Joanna can protect herself. Take your comment to the mid 20th century.
@Taxiway_Alpha Come on, that’s just an expression… Life isn’t meant to be lived in eternal protestant militancy. Take it easy.
@Taxiway_Alpha calm your mammaries
@Taxiway_Alphablud it’s a common saying they don’t mean literally
@Taxiway_Alphaoh my god calm down
A very smart, confident, knowledgable reporter....great interview!
12:23 Joswiak was like "THANK GOD"
Apple would benefit from having more of these direct interviews. People respect when video games get delayed in order to achieve better quality when the game ships. People HATE being told the party line and the product sucks. Apple need to continue choosing to front up when they've messed up. Well done all!
they didn’t really admit it, they sounded like a bunch of kids making excuses
“Siri: where is she ?” 😂😂
7:11 Craig is visibly nervous before he remembers to smile lol
"I am not angry, just disappointed …"
Hey siri can’t even pick my voice up
7:12 got me dying 💀
This is like a college professor asking her students, “So why did you turn in your final project half done and late?”
The visible disappointment when she said ‘Let’s stay on AI for a second…’😂😂😂
Gotta hand it to Joanna this is the kind of interviews we need! Apple is one of the (is the?) biggest companies in the WORLD and we should hold them to a very high standard. It's pretty nuts to me that Siri sucks as bad as it does.
6:10 Craig enthusiastically answering that Siri still lags behind after over 10 years of development: “YEAH!..” 😬
Wish she would sit down with Altman to discuss the aims of OpenAI
Lady is an amazing interviewer