In a livestream with xAI colleagues, the billionaire entrepreneur described current AI systems as “primitive” and not for “serious” commercial use.

Michael Davies is head of Stix Design, the graphic design and branding arm of architecture firm Sheppard Robson. He’s worked on BBC Cardiff, UCL Marshgate and Freshfields law firm’s London HQ. Design What would your monograph be called? No, I don’t shop at High and Mighty. I am the first-born son of West African parents, and growing up, I stood out because I was very tall – I’m now 6’ 7” – and also one of the only black kids at school. This led to a strong desire to fit in. Maybe this has made me always feel really comfortable as part of the team, working shoulder-to-shoulder to create work that stands out. But, of course, this instinct to collaborate is balanced with my idiosyncrasies and expressing my own perspectives on work and life. And yes, I shop at the same places as everyone else. What recent design work made you a bit jealous? I really like the wayfinding scheme at Borough Yards by f.r.a. When I first went there, the designs really spoke to me as a body of work. The work hit every button – intuition, intrigue, interaction, story-telling. The lot. It’s how I would love to have answered the brief. f.r.a.’s wayfinding work at Borough Yards What’s an unusual place you get inspiration from? I have a few. Salts Mill at Saltaire – a former mill housing art galleries, shops, and cafe and diner – and The Pheasantry Cafe at Bushy Park, but my current favourite has to be the ground floor cafe at the V&A. The sheer scale of its beauty and ambience is always surprising. They’ll throw in a quartet every now and then, in case you might think it isn’t atmospheric enough. It’s great for people-watching, too – I bet it’s a good spot for writers. Name something that is brilliantly designed, but overlooked. It has to be a brand new pencil. The very sight of one conjures up so much potential before you’ve even made a mark. What object in your studio best sums up your taste? Perhaps not strictly an object, but I Iove the cupboard-sized meeting room in the far corner of the second floor of our Camden office. It has a huge, cantilevered window that looks out onto our green roof. In the summer it turns into a full-on meadow. It’s a great place to feel the breeze, feel connected to nature and think. The view from the second floor meeting room Leadership What feedback felt brutal at the time, but turned out to be useful? Earlier in my senior career I worked for someone who’d employed a number of us from a previous agency. The familiarity was a key factor in why I took the position. A good friend and design director there advised me to step up and assume full responsibility for all aspects of the projects I worked on – “Don’t wait for instruction from your design leader, try to come forward with solutions rather than asking what should you do.” His implication was, “Don’t be too comfortable” and try not to lean into my design leader too often. Be more proactive. This proved to be a difficult period of transition for me at the time, with lots of sleepless nights questioning my every decision. Eventually, I learned there’s a value to making mistakes as it afforded me the opportunity to grow. That outcome was career-changing. What’s an underappreciated skill that design leaders need? Make the process as enjoyable as you can. A little self-deprecation and good humour goes a long way. Don’t take yourself too seriously, and be honest with praise – say when something goes well or looks great, just as you would when it doesn’t. What keeps you up at night? I work with a smallish team in a large organisation, so occasionally, several jobs might come in from different directions, all at the same time. That can be quite stressful. There’s always that one job that’s taking too long to land, you take on others to fill the gap and then it suddenly drops – arrrgh! What trait is non-negotiable in new hires? Working alongside so many different skill-sets here at Sheppard Robson affords us the luxury of attacking problems from all sides. The key to doing this successfully is through open lines of communication. I need good communicators and great listeners. Their work will always speak for itself, but those two traits make all the difference. Complete this sentence, “I wish more clients…” …would allow us to just lead the way. I know this isn’t always easy for clients, seeing as creativity is a totally different language/science to some. However, there’s no need to fight the process. Take your time selecting the right agency, then trust us, and enjoy the journey.

To this day, Jaws remains the best example of Steven Spielberg‘s genius as a filmmaker. He somehow took a middling pulp novel about a killer shark and turned it into a thrilling adventure about masculinity and economic desperation. And to the surprise of no one, the massive success of Jaws spawned a lot of knockoffs, a glut of movies about animals terrorizing communities. None of these reach the majesty of Jaws, of course. But here’s the thing—none of them had to be Jaws. Sure, it’s nice that Spielberg’s film has impeccably designed set pieces and compelling characters, but that’s not the main reason people go to animal attack movies. We really just want to watch people get attacked. And eaten. With such standards duly lowered, let’s take a look at the best animal attack movies that came out in the past half-century since Jaws first scared us out of the water. Of course this list doesn’t cover every movie inspired by Jaws ( for example Godzilla Minus One, which devotes its middle act to a wonderful Jaws riff), and some can argue that these movies were less inspired by Jaws than other nature revolts features, such as Alfred Hitchcock‘s The Birds. But every one of these flicks owes a debt to Jaws, either in inspiration or simply getting people interested in movies about animals eating people. Those warning aside, lets make like drunken revelers on Amity Island and dive right in! 20. Sharknado (2013) Sharknado almost doesn’t belong on this list because it’s less a movie and more of a meme, a precursor to Vines and TikTok trends. Yes, many fantastic movies have been made off of an incredibly high concept and a painfully low budget. Heck, that approach made Roger Corman’s career. But Sharknado‘s high concept—a tornado sweeps over the ocean and launches ravenous sharks into the mainland—comes with a self-satisfied smirk. Somehow, Sharknado managed to capture the imagination of the public, making it popular enough to launch five sequels. At the time, viewers defended it as a so bad it’s good-style movie like The Room. But today Sharknado‘s obvious attempts to be wacky are just bad, making the franchise one more embarrassing trend, ready to be forgotten. 19. Orca (1977) For a long time, Orca had a reputation for being the most obvious Jaws ripoff, and with good reason—Italian producer Dino De Laurentiis, who would go on to support Flash Gordon, Manhunter, and truly launch David Lynch‘s career with Blue Velvet, wanted his own version of the Spielberg hit. On paper he had all the right ingredients, including a great cast with Richard Harris and Charlotte Rampling, and another oceanic threat, this time a killer whale. Orca boasts some impressive underwater cinematography, something that even Jaws largely lacks. But that’s the one thing Orca does better than Jaws. Everything else—character-building, suspense and scare scenes, basic plotting and storytelling—is done in such a haphazard manner that Orca plays more like an early mockbuster from the Asylum production company (makers of Sharknado) than it does a product from a future Hollywood player. 18. Tentacles (1977) Another Italian cheapie riding off the success of Jaws, Tentacles at least manages to be fun in its ineptitude. A giant octopus feature, Tentacles is directed by Ovidio G. Assonitis, a man whose greatest claim to fame is that he annoyed first-time director James Cameron so much on Piranha II: The Spawning that he activated the future legend’s infamous refusal to compromise with studios and producers. Tentacles somehow has a pretty impressive cast, including John Huston, Shelly Winters, and Henry Fonda all picking up paychecks. None of them really do any hard work in Tentacles, but there’s something fun about watching these greats shake the the octopus limbs that are supposed to be attacking them, as if they’re in an Ed Wood picture. 17. Kingdom of the Spiders (1977) Spielberg famously couldn’t get his mechanical shark to work, a happy accident that he overcame with incredibly tense scenes that merely suggested the monster’s presence. For his arachnids on the forgotten movie Kingdom of the Spiders, director John “Bud” Cardos has an even more formative tool to make up for the lack of effects magic: William Shatner. Shatner plays Rack Hansen, a veterinarian who discovers that the overuse of pesticides has killed off smaller insects and forced the tarantula population to seek larger prey, including humans. These types of ecological messages are common among creature features of the late ’70s, and they usually clang with hollow self-righteousness. But in Kingdom of the Spiders, Shatner delivers his lines with such blown out conviction that we enjoy his bluster, even if we don’t quite buy it. 16. The Meg (2018) The idea of Jason Statham fighting a giant prehistoric shark is an idea so awesome, it’s shocking that his character from Spy didn’t already pitch it. And The Meg certainly does deliver when Statham’s character does commit to battle with the creature in the movie’s climax. The problem is that moment of absurd heroism comes only after a lot of long sappy nonsense. Join our mailing list Get the best of Den of Geek delivered right to your inbox! It’s hard to figure out who is to blame for The Meg‘s failure. Director Jon Turteltaub hails from well-remembered Disney classics Cool Runnings and National Treasure. But too often he forgets how to pace an adventure film and gives into his most saccharine instincts here. One of the many Chinese/Hollywood co-produced blockbusters of the 2010s, The Meg also suffers from trying to innocuously please too wide an audience. Whatever the source, The Meg only fleetingly delivers on the promise of big time peril, wasting too much time on thin character beats. 15. Lake Placid (1999) I know already some people reading this are taking exception to Lake Placid‘s low ranking, complaining that this list isn’t showing enough respect to what they consider a zippy, irreverent take on a creature feature, one written by Ally McBeal creator David E. Kelley and co-starring Betty White. To those people, I can only say, “Please rewatch Lake Placid and then consider its ranking.” Lake Placid certainly has its fun moments, helped along by White as a kindly grandmother who keeps feeding a giant croc, Bill Pullman as a dumbfounded simple sheriff, and Oliver Platt as a rich adventurer. Their various one-liners are a pleasure to remember. But within the context of a movie stuffed with late ’90s irony, the constant snark gets tiresome, sapping out all the fun of a killer crocodile film. 14. Open Water (2003) Like Sharknado, Open Water had its fans for a few years but has fallen in most moviegoers’ esteem. Unlike Sharknado, Open Water is a real movie, just one that can’t sustain its premise for its entire runtime. Writer and director Chris Kentis draws inspiration from a real-life story about a husband and wife who were accidentally abandoned in the middle of the ocean by their scuba excursion group. The same thing happens to the movie’s Susan Watkins (Blanchard Ryan) and Daniel Travis (Daniel Kintner), who respond to their predicament by airing out their relationship grievances, even as sharks start to surround them. Kentis commits to the reality of the couple’s bleak situation, which sets Open Water apart from the thrill-a-minute movies that mostly make up this list. But even with some shocking set pieces, Open Water feels too much like being stuck in car with a couple who hates each other and not enough like a shark attack thriller. 13. Eaten Alive (1976) Spielberg’s artful execution of Jaws led many of the filmmakers who followed to attempt some semblance of character development and prestige, even if done without enthusiasm (see: Orca). Not so with Tobe Hooper, who followed up the genre-defining The Texas Chainsaw Massacre with Eaten Alive. Then again, Hooper draws just as much from Psycho as he does Jaws. Neville Brand plays Judd, the proprietor of a sleazy hotel on the bayou where slimy yokels do horrible things to one another. Amity Island, this is not. But when one of the visitors annoy Judd, he feeds them to the pet croc kept in the back. Eaten Alive is a nasty bit of work, but like most of Hooper’s oeuvre, it’s a lot of fun. 12. Prophecy (1979) Directed by John Frankenheimer of The Manchurian Candidate and Grand Prix fame, Prophecy is easily the best of the more high-minded animal attack movies that followed Jaws. This landlocked film, written by David Seltzer, stars Robert Foxworth as Dr. Robert Verne, a veterinarian hired by the EPA to investigate bear attacks against loggers on a mountain in Maine. Along with his wife Maggie (Talia Shire), Verne finds himself thrown into a conflict between the mining company and the local Indigenous population who resist them. Prophecy drips with an American hippy mentality that reads as pretty conservative today (“your body, your choice” one of Maggie’s friends tells her… to urge her against getting an abortion), making its depictions of Native people, including the leader played by Italian American actor Armand Assante, pretty embarrassing. But there is a mutant bear on the loose and Frankenheimer knows how to stage an exciting sequence, which makes Prophecy a worthwhile watch. 11. Piranha 3D (2010) Piranha 3D begins with a denim-wearing fisherman named Matt, played by Richard Dreyfuss no less, falling into the water and immediately getting devoured by the titular flesh-eaters. This weird nod to Matt Hooper and Jaws instead of Joe Dante’s Piranha, the movie Piranha 3D is supposed to be remaking, is just one of the many oddities at play yhere. Screenwriters Pete Goldfinger and Josh Stolberg have some of the wacky energy and social satire of the original film, but director Alexandre Aja, a veteran of the French Extreme movement, includes so much nastiness in Piranha 3D that we’re not sure if we want to laugh or throw up. Still, there’s no denying the power of Piranha 3D‘s set pieces, including a shocking sequence in which the titular beasties attack an MTV/Girls Gone Wild Spring Break party and chaos ensues. Furthermore, Piranha 3D benefits from a strong cast, which includes Elizabeth Shue, Adam Scott, and Ving Rhames. 10. Anaconda (1997) With its many scenes involving an animal attacking a ragtag group on a boat, Anaconda clearly owes a debt to Jaws. However, with its corny characters and shoddy late ’90s CGI, Anaconda feels today less like a Jaws knockoff and more like a forerunner to Sharknado and the boom of lazy Syfy and Redbox horror movies that followed. Whatever its influences and legacy, there’s no denying that Anaconda is, itself, a pretty fun movie. Giant snakes make for good movie monsters, and the special effects have become dated in a way that feels charming. Moreover, Anaconda boasts a enjoyably unlikely cast, including Eric Stoltz as a scientist, Owen Wilson and Ice Cube as members of a documentary crew, and Jon Voight as what might be the most unhinged character of his career, second only to his crossbow enthusiast from Megalopolis. 9. The Shallows (2016) The Shallows isn’t the highest-ranking shark attack movie on this list but it’s definitely the most frightening shark attack thriller since Jaws. That’s high praise, indeed, but The Shallows benefits from a lean and mean premise and clear direction by Jaume Collet-Serra, who has made some solid modern thrillers. The Shallows focuses almost entirely on med student Nancy Adams (Blake Lively), who gets caught far from shore after the tide comes in and is hunted by a shark. A lot of the pleasure of The Shallows comes from seeing how Collet-Serra and screenwriter Anthony Jaswinski avoid the problems that plague many of the movies on this list. Adams is an incredibly competent character, and we pull for her even after the mistake that leaves her stranded. Moreover, The Shallows perfectly balances thrill sequences with character moments, making for one of the more well-rounded creature features of the past decade. 8. Razorback (1984) Jaws, of course, has a fantastic opening scene, a thrilling sequence in which the shark kills a drunken skinny dipper. Of the movies on this list, only Razorback comes close to matching the original’s power, and it does so because director Russell Mulcahy, who would make Highlander next, goes for glossy absurdity. In the Razorback‘s first three minutes, a hulking wild boar smashes through the rural home of an elderly man in the Australian outback, carrying away his young grandson. Over the sounds of a synth score, the old man stumbles away from his now-burning house, screaming up into the sky. Sadly, the rest of Razorback cannot top that moment. Mulcahy directs the picture with lots of glossy style, while retaining the grit of the Australian New Wave movement. But budget restrictions keep the titular beast from really looking as cool as one would hope, and the movie’s loud, crazy tone can’t rely on Jaws-like power of suggestion. 7. Crawl (2019) Alexandre Aja’s second movie on this list earns its high rank precisely because it does away with the tonal inconsistencies that plagued Piranha 3D and leans into what the French filmmaker does so well: slicked down and mean horror. Set in the middle of a Florida hurricane, Crawl stars Kaya Scodelario as competitive swimmer Haley and always-welcome character actor Barry Pepper as her father Dave, who get trapped in a flooding basement that’s menaced by alligators. Yet as grimy as Crawl can get, Aja also executes the strong character work in the script by Michael Rasmussen and Shawn Rasmussen. Dave and Haley are real people, not just gator-bait, making their peril feel all the more real, and their triumphs all the sweeter. 6. Piranha (1978) Piranha is the only entry on this list to get a seal of approval from Stephen Spielberg himself, who not only praised the movie, even as Universal Pictures planned to sue the production, but also got director Joe Dante to later helm Gremlins. It’s not hard to see why Piranha charmed Spielberg, a man who loves wacky comedy. Dante’s Looney Tunes approach is on full display in some of the movie’s best set pieces. But Piranha is special because it also comes from legendary screenwriter John Sayles, who infuses the story with social satire and cynicism that somehow blends with Dante’s approach. The result is a film about piranha developed by the U.S. military to kill the Vietnamese getting unleashed into an American river and making their way to a children’s summer camp, a horrifying idea that Dante turns into good clean fun. 5. Slugs (1988) If we’re talking about well-made movies, then Slugs belongs way below any of the movies on this list, somewhere around the killer earthworm picture Squirm. But if we’re thinking about pure enjoyable spectacle, it’s hard to top Slugs, a movie about, yes, flesh-eating slugs. Yes, it’s very funny to think about people getting terrorized by creatures that are famous for moving very, very slowly. But Spanish director Juan Piquer Simón, perhaps best known for his equally bugnuts giallo Pieces (1982), pays as little attention to realism as he does to good taste. Slugs is filled with insane and ghastly sequences of killer slugs ending up in unlikely places, swarming the floor of someone’s bedroom or inside a fancy restaurant, and then devouring people, one methodical bite at a time. 4. Deep Blue Sea (1999) When it comes to goofy ’90s CGI action, it’s hard to top Deep Blue Sea, directed by Renny Harlin and featuring sharks with genetically enhanced brains. Deep Blue Sea doesn’t have a strong sense of pacing, it lacks any sort of believable character development, and the effects looked terrible even in 1999. But it’s also the only movie on this list that features LL Cool J as a cool chef who recites a violent version of the 23rd Psalm and almost gets cooked alive in an oven by a genius-level shark. It’s scenes like the oven sequence that makes Deep Blue Sea such a delight, despite its many, many flaws. The movie tries to do the most at every turn, whether that’s clearly reediting the movie in postproduction so that LL Cool J’s chef becomes a central character, stealing the spotlight form intended star Saffron Burrows, or a ridiculous Samuel L. Jackson monologue with a delightfully unexpected climax. 3. Alligator (1980) In many ways, Alligator feels like screenwriter John Sayles’ rejoinder to Piranha. If Joe Dante sanded down Piranha‘s sharp edges with his goofy humor, then Alligator is so filled with mean-spiritedness that no director could dilute it. Not that Lewis Teague, a solid action helmer who we’ll talk about again shortly, would do that. Alligator transports the old adage about gators in the sewers from New York to Chicago where the titular beast, the subject of experiments to increase its size, begins preying on the innocent. And on the not so innocent. Alligator shows no respect for the good or the bad, and the film is filled with scenes of people getting devoured, whether it’s a young boy who becomes a snack during a birthday party prank or an elderly mafioso who tries to abandon his family during the gator’s rampage. 2. Grizzly (1976) Grizzly stands as the greatest of the movies obviously ripping off Jaws precisely because it understands its limitations. It takes what it can from Spielberg’s masterpiece, including the general premise of an animal hunting in a tourist location, and ignores what it can’t pull off, namely three-dimensional characters. This clear-eyed understanding of everyone’s abilities makes Grizzly a lean, mean, and satisfying thriller. Directed by blaxploitation vet William Girdler and written by Harvey Flaxman and David Sheldon, Grizzly stars ’70s low-budget king Christopher George as a park ranger investigating unusually vicious bear attacks on campers. That’s not the richest concept in the world, but Girdler and co. execute their ideas with such precision, and George plays his character with just the right amount of machismo, that Grizzly manages to deliver on everything you want from an animal attack. 1. Cujo (1983) To some modern readers, it might seem absurd to put Cujo on a list of Jaws knockoffs. After all, Stephen King is a franchise unto himself and he certainly doesn’t need another movie’s success to get a greenlight for any of his projects. But you have to remember that Cujo came out in 1983 and was just the third of his works to get adapted theatrically, which makes its Jaws connection more valid. After all, the main section of the film—in which mom (Dee Wallace) and her son Tad (Danny Pintauro) are trapped in their car and menaced by the titular St. Bernard—replicates the isolation on Quint’s fishing vessel, the Orca, better than any other film on this list. However, it’s not just director Lewis Teague’s ability to create tension that puts Cujo at the top. Writers Don Carlos Dunaway and Lauren Currier key into the complicated familial dynamics of King’s story, giving the characters surprising depth. It’s no wonder that Spielberg would cast Wallace as another overwhelmed mom for E.T. The Extraterrestrial the very next year, proving that he still has a soft spot for animal attack movies—even if none of them came close to matching the power of Jaws.

Inside Apple’s high-gloss standoff with AI ambition and the uncanny choreography of WWDC 2025There was a time when watching an Apple keynote — like Steve Jobs introducing the iPhone in 2007, the masterclass of all masterclasses in product launching — felt like watching a tightrope act. There was suspense. Live demos happened — sometimes they failed, and when they didn’t, the applause was real, not piped through a Dolby mix.These days, that tension is gone. Since 2020, in the wake of the pandemic, Apple events have become pre-recorded masterworks: drone shots sweeping over Apple Park, transitions smoother than a Pixar short, and executives delivering their lines like odd, IRL spatial personas. They move like human renderings: poised, confident, and just robotic enough to raise a brow. The kind of people who, if encountered in real life, would probably light up half a dozen red flags before a handshake is even offered. A case in point: the official “Liquid Glass” UI demo — it’s visually stunning, yes, but also uncanny, like a concept reel that forgot it needed to ship.https://medium.com/media/fcb3b16cc42621ba32153aff80ea1805/hrefAnd that’s the paradox. Not only has Apple trimmed down the content of WWDC, it’s also polished the delivery into something almost inhumanly controlled. Every keynote beat feels engineered to avoid risk, reduce friction, and glide past doubt. But in doing so, something vital slips away: the tension, the spontaneity, the sense that the future is being made, not just performed.Just one year earlier, WWDC 2024 opened with a cinematic cold open “somewhere over California”:https://medium.com/media/f97f45387353363264d99c341d4571b0/hrefPhil Schiller piloting an Apple-branded plane, iPod in hand, muttering “I’m getting too old for this stuff.” A perfect mix of Lethal Weapon camp and a winking message that yes, Classic-Apple was still at the controls — literally — flying its senior leadership straight toward Cupertino. Out the hatch, like high-altitude paratroopers of optimism, leapt the entire exec team, with Craig Federighi, always the go-to for Apple’s auto-ironic set pieces, leading the charge, donning a helmet literally resembling his own legendary mane. It was peak-bold, bizarre, and unmistakably Apple. That intro now reads like the final act of full-throttle confidence.This year’s WWDC offered a particularly crisp contrast. Aside from the new intro — which features Craig Federighi drifting an F1-style race car across the inner rooftop ring of Apple Park as a “therapy session”, a not-so-subtle nod to the upcoming Formula 1 blockbuster but also to the accountability for the failure to deliver the system-wide AI on time — WWDC 2025 pulled back dramatically. The new “Apple Intelligence” was introduced in a keynote with zero stumbles, zero awkward transitions, and visuals so pristine they could have been rendered on a Vision Pro. Not only had the scope of WWDC been trimmed down to safer talking points, but even the tone had shifted — less like a tech summit, more like a handsomely lit containment-mode seminar. And that, perhaps, was the problem. The presentation wasn’t a reveal — it was a performance. And performances can be edited in post. Demos can’t.So when Apple in march 2025 quietly admitted, for the first time, in a formal press release addressed to reporters like John Gruber, that the personalized Siri and system-wide AI features would be delayed — the reaction wasn’t outrage. It was something subtler: disillusionment. Gruber’s response cracked the façade wide open. His post opened a slow but persistent wave of unease, rippling through developer Slack channels and private comment threads alike. John Gruber’s reaction, published under the headline “Something is rotten in the State of Cupertino”, was devastating. His critique opened the floodgates to a wave of murmurs and public unease among developers and insiders, many of whom had begun to question what was really happening at the helm of key divisions central to Apple’s future.Many still believe Apple is the only company truly capable of pulling off hardware-software integrated AI at scale. But there’s a sense that the company is now operating in damage-control mode. The delay didn’t just push back a feature — it disrupted the entire strategic arc of WWDC 2025. What could have been a milestone in system-level AI became a cautious sidestep, repackaged through visual polish and feature tweaks. The result: a presentation focused on UI refinements and safe bets, far removed from the sweeping revolution that had been teased as the main selling point for promoting the iPhone 16 launch, “Built for Apple Intelligence”.That tension surfaced during Joanna Stern’s recent live interview with Craig Federighi and Greg Joswiak. These are two of Apple’s most media-savvy execs, and yet, in a setting where questions weren’t scripted, you could see the seams. Their usual fluency gave way to something stiffer. More careful. Less certain. And even the absences speak volumes: for the first time in a decade, no one from Apple’s top team joined John Gruber’s Talk Show at WWDC. It wasn’t a scheduling fluke — nor a petty retaliation for Gruber’s damning March article. It was a retreat — one that Stratechery’s Ben Thompson described as exactly that: a strategic fallback, not a brave reset.Meanwhile, the keynote narrative quietly shifted from AI ambition to UI innovation: new visual effects, tighter integration, call screening. Credit here goes to Alan Dye — Apple VP of Human Interface Design and one of the last remaining members of Jony Ive’s inner circle not yet absorbed into LoveFrom — whose long-arc work on interface aesthetics, from the early stages of the Dynamic Island onward, is finally starting to click into place. This is classic Apple: refinement as substance, design as coherence. But it was meant to be the cherry on top of a much deeper AI-system transformation — not the whole sundae. All useful. All safe. And yet, the thing that Apple could uniquely deliver — a seamless, deeply integrated, user-controlled and privacy-safe Apple Intelligence — is now the thing it seems most reluctant to show.There is no doubt the groundwork has been laid. And to Apple’s credit, Jason Snell notes that the company is shifting gears, scaling ambitions to something that feels more tangible. But in scaling back the risk, something else has been scaled back too: the willingness to look your audience of stakeholders, developers and users live, in the eye, and show the future for how you have carefully crafted it and how you can put it in the market immediately, or in mere weeks. Showing things as they are, or as they will be very soon. Rehearsed, yes, but never faked.Even James Dyson’s live demo of a new vacuum showed more courage. No camera cuts. No soft lighting. Just a human being, showing a thing. It might have sucked, literally or figuratively. But it didn’t. And it stuck. That’s what feels missing in Cupertino.Some have started using the term glasslighting — a coined pun blending Apple’s signature glassy aesthetics with the soft manipulations of marketing, like a gentle fog of polished perfection that leaves expectations quietly disoriented. It’s not deception. It’s damage control. But that instinct, understandable as it is, doesn’t build momentum. It builds inertia. And inertia doesn’t sell intelligence. It only delays the reckoning.Before the curtain falls, it’s hard not to revisit the uncanny polish of Apple’s speakers presence. One might start to wonder whether Apple is really late on AI — or whether it’s simply developed such a hyper-advanced internal model that its leadership team has been replaced by real-time human avatars, flawlessly animated, fed directly by the Neural Engine. Not the constrained humanity of two floating eyes behind an Apple Vision headset, but full-on flawless embodiment — if this is Apple’s augmented AI at work, it may be the only undisclosed and underpromised demo actually shipping.OS30 live demoMeanwhile, just as Apple was soft-pedaling its A.I. story with maximum visual polish, a very different tone landed from across the bay: Sam Altman and Jony Ive, sitting in a bar, talking about the future.https://medium.com/media/5cdea73d7fde0b538e038af1990afa44/hrefNo stage. No teleprompter. No uncanny valley. Just two “old friends”, with one hell of a budget, quietly sketching the next era of computing. A vision Apple once claimed effortlessly.There’s still the question of whether Apple, as many hope, can reclaim — and lock down — that leadership for itself. A healthy dose of competition, at the very least, can only help.Too big, fail too was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story.