worse Archives - Shapiro Consultants

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

June 17, 2024
No Comments

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

You’ll likely have seen that Microsoft has had a turbulent time with Recall since announcing the feature, which takes regular screenshots of the activity on your PC to concoct a timeline searchable via AI – a powerful ability no doubt, but one which raised a whole bunch of security and privacy question marks. So much so that Microsoft pulled Recall from the launch of Copilot+ PCs, and put it back into testing for now.

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

Joz’s answer to Microsoft’s ”Recall” failure is hilarious. pic.twitter.com/5RkRsUvb4OJune 15, 2024

John Gruber (a well-known Apple pundit of Daring Fireball fame) asked a question about whether Microsoft’s mistakes with the initial incarnation of Recall are frustrating to Apple, as it tries to build trust in its own AI product (Apple Intelligence).

Apple’s SVP of worldwide marketing, Greg ‘Joz’ Joswiak, is in like a flash to clarify if Gruber means: “Are we pressured by the failings of our competitors?”

That gets a big laugh, and Joswiak follows up with: “The answer’s no.”

Analysis: Making the most of Microsoft’s mistakes

It’s not a surprise for Apple to land such a marketing blow, as Microsoft has very much left its guard down and is an open target right now in terms of its AI ambitions.

Microsoft making such a misstep with its key AI feature for Copilot+ PCs – Recall is the ace in its Windows 11 artificial intelligence pack – is pretty embarrassing. However, we are glad Microsoft has taken ownership of these mistakes and is attempting to rectify them – although it doesn't really have a choice not to. There wasn’t realistically any other way forward.

Gruber does make a serious point about how this could be damaging for the public trust in all manifestations of AI, though, even if Joswiak completely deflects that concern.

Fortunately for Apple, the company laid out its stall regarding tight security and privacy emphatically with Apple Intelligence. That includes keeping as much processing as possible on-device for AI workloads, and for tasks that need more muscle and are sent online, they go to custom-built Apple servers featuring a hardened OS, and contents not even the company itself can see (with your data being ‘cryptographically destroyed’ after the AI query is dealt with).

So, in some ways this is great timing for Apple, in terms of the revelation of Apple Intelligence, and explanation of how it’s watertight for security, while Microsoft appears to be blundering around with Recall.

And while we get Gruber’s point about wider trust issues, the hard reality is that AI is coming, and we don’t see this particular juggernaut losing momentum – and if Apple is positioned as the company to trust, the one that won’t play fast and loose with your data, that’s going to be a very comfortable position to occupy among the tech giants out there.

Via Windows Central

You might also like…

TechRadar – All the latest technology news

April 3, 2023
No Comments

Windows 11 has just received an optional update which applies some useful fixes… but also something a bit more controversial for the Start menu.

As spotted by Bleeping Computer, that’d be what Microsoft describes as “notifications for Microsoft accounts” appearing in the Start menu, a feature that some suspect has a hidden agenda.

What do we mean by that? Well, in the support document introducing patch KB5023778 for Windows 11 22H2 PCs, which is still in preview but will be fully rolled out next month, Microsoft gives an example of a notification: a pop-up panel warning the user that they need to back up their files.

Sensible advice, and of course, it's a good idea to back up your main folders (documents, pictures, and so on) to the cloud every now and then as suggested (and locally too, maybe using an external drive for instance).

You can guarantee, though, that starting a backup from this prompt will try to get you to use OneDrive, Microsoft’s cloud storage service. Because as we know, these Start menu prompts are notifications related to Microsoft accounts and connected services like OneDrive.

Past leaks from Albacore (a well-known leaker on Twitter) have also shown Microsoft prodding users (in test builds) to hit up OneDrive in this manner, or to create a Microsoft account (or to complete their Microsoft profile).

Regarding this new feature, Microsoft tells us: “This is only available to a small audience right now. It will deploy more broadly in the coming months. Some devices might notice different visual treatments as we gather feedback.”

The freshly unleashed optional update also provides a bunch of bug fixes, including one for a glitch that affects printers (connected via a USB port) and makes them appear to be multimedia devices.

Analysis: The start of something ominous?

So, this Start menu feature is progressing, clearly. We saw it in the Release Preview channel for Windows Insiders (testers) just a week ago, and now, it’s hitting actual Windows 11 PCs going forward.

Admittedly, it’s still an optional (test) update right now, but it’ll almost certainly be part of April’s cumulative update for Windows 11 deployed in a couple of weeks. Unless Microsoft has a last-minute change of heart and pulls the plug at the precipice of deployment (and at this point, that’s very unlikely).

Of course, it’s only rolling out to a small subset of Windows 11 users initially. Although that in itself is telling – Microsoft is evidently concerned about the response and is still testing the waters in a limited fashion, as it were, with a broader rollout not coming for ‘months’ to boot. The software giant is being careful about this one, and doubtless for good reason.

Maybe we won’t even see these kind of ads – or reminders, as Microsoft couches them – all that often in the Start menu. They could just be very occasional things. We don’t know, and we also don’t know exactly where Microsoft is going to be drawing the line between suggestions or recommendations, and pushing its own services as a form of help to the user which effectively crosses over into the realm of advertising.

Time will tell, but it’s clear enough that suggestions are set to be a big thing in the future for Windows 11 (or indeed Windows 12). Recently we’ve seen further hints of personalized recommendations in the Start menu, including recommended websites to visit (yes, that concept is seemingly back on the table), which again would seem to be ripe territory for what could effectively be advertising.