Microsoft’s embarrassment over Recall fiasco worsens as Windows 11 feature becomes the butt of Apple exec’s joke

Apple has the proverbial knives out for Microsoft when it comes to AI, taking a hit over the recent pushback with Windows 11’s Recall feature for Copilot+ PCs.

You’ve probably noticed that Microsoft has had a turbulent time with Recall since announcing the feature, which regularly takes screenshots of the activity on your PC to build a timeline that’s searchable via AI – a powerful ability, no doubt. but one that delivered a whole. a lot of questions regarding security and privacy. So much so that Microsoft has pulled Recall from the Copilot+ PC launch and put it back into testing for the time being.

In a video clip from WWDC 24 – which was indeed from last week, but this footage only just appeared on X – an Apple executive pulled no punches when the subject of Windows 11’s Recall feature came up.

Johannes Gruber (a noted Apple expert from Daring Fireball) asked whether Microsoft’s mistakes with the first incarnation of Recall are frustrating for Apple as it tries to build trust in its own AI product (Apple Intelligence).

Apple’s SVP of global marketing, Greg “Joz” Joswiak, is quick to clarify whether Gruber means, “Are we pressured by our competitors’ shortcomings?”

That gets a big laugh, and Joswiak continues: “The answer is no.”

Analysis: Making the most of Microsoft’s mistakes

It’s no surprise for Apple to take such a marketing hit, as Microsoft has completely let down its guard and is an open target at this point in terms of its AI ambitions.

It’s pretty embarrassing when Microsoft makes such a misstep with its core AI feature for Copilot+ PCs – Recall is the ace in its Windows 11 artificial intelligence suite. However, we’re glad that Microsoft has taken ownership of these mistakes and is trying to correct them – even though it really has no choice not to. There was realistically no other way forward.

Gruber does make a serious point about how this could be detrimental to public trust in all manifestations of AI, even if Joswiak completely dismisses those concerns.

Fortunately for Apple, the company has expressly expressed its position on strict security and privacy to Apple Intelligence. That includes keeping as much processing as possible on-device for AI workloads, and for tasks that require more muscle power and are sent online, they go to custom Apple servers with a hardened operating system, and the content can even not see the company itself (where your data is ‘cryptographically destroyed’ after the AI ​​query has been handled).

So in some ways this is great timing for Apple, in terms of unveiling Apple Intelligence and explaining how it’s foolproof for security, while Microsoft seems to be blundering with Recall.

And while we understand Gruber’s point about broader trust issues, the harsh reality is that AI is coming, and we don’t see this particular juggernaut losing momentum — and if Apple is positioned as the company we can trust, the company won’t play ball. being fast and loose with your data will be a very comfortable position to take among the tech giants out there.

Through Windows Central

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