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Google, Amazon, and Facebook are betting big on AI and virtual assistants. If those are the wave of the future – and it seems likely they are – then Apple is screwed, says Marco Arment. Apple is lagging badly in those areas, and it’s not the kind of thing you can develop in secret and spring in a keynote.

Arment is not only a smart industry observer, but he’s also an Apple enthusiast and iPhone app developer. He’s the opposite of an Apple hater.

In 2007, BlackBerry was the pinnacle of mobile email and voice devices, which was what mobile phones were for. But the market moved on and BlackBerry didn’t. Apple is at risk of the same here in 2016, Arment says.

Avoiding BlackBerry’s fate – Marco Arment

Related: I recently had my first experience with Apple CarPlay and was delighted. Pairing your iPhone to the car is accomplished with a single tap, and after that you can get your Maps, messaging, phone calls, and listen to podcasts on the screen on the car’s dashboard and using the car’s speakers. Like the Apple slogan used to go: “It just works.” And, quoting another old Apple slogan, “you already know how to use it” – even if, like me, you’ve never used it before, have never read about it, and have had no training.

And that reminds me of how so many Apple tools don’t “just work” anymore. My MacBook Air freezes up sometimes. It seems to not do that if I don’t use Safari and I reboot every day. Not sure though. Haven’t found a cause. And recently I was getting quite exasperated figuring out how to share an album in Apple Photos. I’m still not sure I did it right.

Hence the title of this post.

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