AI, Apple and Google
Another big difference is Apple starts with how the product should feel and works backwards.<p>This is tough to reconcile with AI because AI sometimes fails.<p>When your device doesn&#x27;t do what you want, it feels bad.<p>When you read an article about your HooliPhone handing over data to government agencies, it feels bad.<p>When you go to the Hooli Store to demo a HooliPhone, ask it to show you photos of your dog before her last haircut, and get no results, you feel less enthusiastic about owning a HooliPhone.<p>The solution Apple uses is to add constraints. Apple doesn&#x27;t need AI to guess where you want to save a file on iOS because there isn&#x27;t an exposed file system.<p>There are some areas where simplification isn&#x27;t possible, like mapping and voice assistants. These happen to be two of the most widely panned Apple features.<p>The strategically tricky thing about Google&#x27;s pivot to AI is that there&#x27;s a confirmation bias against adding constraints. This may result in impressive demos that just don&#x27;t feel right in the real world.