What Rui Carmo thinks about Apple
Portuguese engineer and blogger; writes Tao of Mac, a personal site with entries going back to 2003, on Apple hardware, Linux, home labs, programming and AI coding agents. His Bluesky profile lists him as a principal at Microsoft.
Rui Carmo did not write this page.
We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.
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3 dated positions, 2026, in their own words. Our reading of what Rui Carmo has said — not written or endorsed by them.
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Our readingApple's failure to build a competitive frontier model is due to a fundamental impedance mismatch.
Their wordsAnd yet, I think there is a more fundamental issue that industry pundits keep harping on and circling around, which is that Apple really doesn't know what to do with AI-it's like some sort of fundamental impedance mismatch.
↗Sep 22nd 2026 · 7 min readtaoofmac.com 1st of 3 in this piece
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Our readingApple's current approach to AI features fails to account for how regular people will perceive them.
Their wordsThen there's the literal tone deafness about things like the Watch's newfound always-on transcription features, and the fact that Apple has pretty much failed to read the room regarding how regular people will think about these new AI features.
↗Sep 22nd 2026 · 7 min readtaoofmac.com 2nd of 3 in this piece
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Their wordsAnd that is, at a personal level, the thing where I wish Ternus would make allowances, especially now that Apple has stupidly powerful personal hardware-more capable hardware makes those restrictions harder to defend, and app-signing rules need to change.
↗Sep 22nd 2026 · 7 min readtaoofmac.com 3rd of 3 in this piece