What does Apple think about Microsoft's 'failed' AI feature?

Microsoft Recall is a feature that uses AI and screenshots to allow users to access different points in the past on their Copilot+-enabled PC. However, the feature has quickly been criticized by many for its impact on their privacy and security, as Recall only works by taking screenshots of the user's desktop without distinguishing what is on the screen. This means that all sensitive user information such as passwords, financial information, and private content will be recorded and stored on the PC.

Security researchers were quick to criticize the feature, saying it was a hacker's dream to have all of a target's information compiled into a single file folder. There was also a simpler criticism, which was that the feature allowed Microsoft to "see" everything a user did on their device, even though the company claimed that no screenshots were uploaded to its servers and that the images were stored entirely on the user's device.

Following criticism, Microsoft has now decided to withdraw Recall. However, this has become an issue for Apple to exploit and mock at its recent developer conference - WWDC 2024, where the company announced its own version of AI called Apple Intelligence.

In an interview at WWDC, when asked if Apple was disappointed by Microsoft's recent failure to build consumer trust in using AI features, Apple's senior vice president of worldwide marketing Greg Joswiak scoffed: "Are we disappointed by the failures of our competitors? The answer is no."