Friend is the creepy and dystopian iPhone accessory that might just work
As if we aren't already all in bubbles that reaffirm our beliefs thanks to social media, now there's an AI "Friend" who is always ready to hit you with praise and put you in a parasocial relationship with your iPhone
![A person sits against a tree in a grassy area, looking to the side, wearing a T-shirt and necklace.](https://photos5.appleinsider.com/gallery/60543-124553-000-lead-Friend-d2-xl.jpg)
A man alone with his thoughts -- and that Friend AI lanyard around his neck
Think of the Humane AI pin and then throw that thought aside like its overheating battery burnt you. Think of the Rabbit R1 and wonder what happened to that.
Now we have Friend and it could even become a hit. That's partly because of the socio-economic reality that it's cheaper than all the rest, and partly because of the fact this AI friend thinks whatever you're doing, you're doing it great.
It's like a puppy dog in that sense, a puppy dog that can send you messages and which the makers say is always positive. You already read news that's slanted toward your interests and your political beliefs, but get a Friend and they'll always agree with your every thought.
Friend is a device you wear around your neck, precisely like the kind of alarm elderly people wear in case they fall. It links to your iPhone and while you press Friend to say things to it, Friend replies via text messages on the phone.
![Round, white pendant hanging from a dark grey braided cord against a light grey background.](https://photos5.appleinsider.com/gallery/60543-124549-001-Sorry-Dave-xl.jpg)
I'm sorry, Dave, I can't do that.
The Friend company's launch video shows conceivable uses, and some pretty much inconceivable ones. The very first is of a woman running and as she stops, she gets an encouraging message from her AI Friend.
Since Friend works with an iPhone -- and solely with an iPhone -- then yes, okay, location tracking, maybe workout tracking, it could be done.
But later there's a woman watching TV on her phone while eating falafel. Friend interrupts the show to comment on it, which may be the first time you would want to take Friend from around your neck and stamp on it.
Then it's asking how the falafel is. Unless she ordered it online and Friend made some calculation based on delivery time or when she usually eats lunch, that is no longer friendly. That's fully creepy.
And it's really sketchy when some sauce falls on the Bluetooth microphone, and it responds "yum."
But wait, there's more
And as if we've caught Friend out, the launch video now includes much more of the dark side of this device.
So here's a man playing a video game with some real-life human friends, friends who are close enough to him that he can say aloud that he hates the game. They all just let him vent, but Friend sends him a message about how bad he is at this game.
What.
Forget that it has to know he's playing a game which appears to be on a console connected to a TV rather than on his iPhone. Forget that it has to know the score, and even forget that it must be listening, may have caught that line about hating the game.
Instead, concentrate on how Friend is now mocking the guy. Suddenly there's a diet criticism implied with the falafel comment, too.
And now a nervous woman is sharing a calm, serene haven with a guy, the first time she's brought anyone to her special place. Anyone except Friend.
The video plays with how she has to stop herself automatically pressing the button on Friend to do something or other. And being slow enough at stopping herself that the man notices.
![Two people sitting on a rooftop, a woman in a yellow top and a man in a dark shirt, with buildings in the background.](https://photos5.appleinsider.com/gallery/60543-124548-000-lead-Friend-xl.jpg)
He's heard you talking about your AI Friend too much and now wishes he hadn't come
This is not a relationship that's going to go the way she wants. That man is out of here.
But it's okay, because Friend is with you. Friend is always with you. Friend knew that man wasn't right for you anyway. No one is right for you, except Friend.
This is Tamagotchi for the 2020s, the movie "Her" exemplified. Instead of either of those dying off because you chucked them in a drawer and never thought twice, Friend sounds it's going to fight back.
It's you and me, kid, besties forever. Like Chucky.
Or else.
Friend costs $99 and there's no subscription. It can be pre-ordered now from the maker. It starts shipping in Q1 2025.
Enjoy your last few months of freedom.
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Comments
Now we have AI. Why talk to a real human who might tell you something you don't want to hear when you can get your affirmation fix from that AI chatbot?
Remember that scene in the movie "I, Robot" when Spooner shows up at Dr Calvin's house and she's sitting on the couch watching TV with a robot? That's what the device is shown leading towards. And that's awful.
The only time that real social change happens is when people are actually gathering face-to-face in groups and developing their own culture and ideas about the world. It's far easier to make up things about other people when you don't actually speak face-to-face with those people. That's essentially what the modern internet is doing: keeping people isolated from each other, which allows prejudice and racism to abound (and be facilitated by bots and algorithms), and guess who has something to gain from people being isolated and fighting one another?
So yes, this is just another step in the "creepiness" and systems of control which are being used for power and profit. Moving it from social media platforms to direct personal contact.
this has all kinds of scam all over it that can’t possibly lead to a viable product. While we see this all the time in bubbles, I think this far exceeds even bubble hype and my suspicion is the real story is likely how easy it is to spin a sinisterly believable scam in today’s market. The corporate address looks to be a residence. Terms & conditions are suspiciously generic and lacking, and California business search didn’t return results for “My TabAI”. What the heck is really the angle here, have we now mainstreamed the hook a sucker business so well that we have video content like this?
And it is a little weird, My digital "pal" berating me, telling me my food looks good.
Who is the target market for this?
The company received about $4.4M in funding, in two tranches ($1.9M seed and $2.5 Series A(?)), and the CEO has advertised on Twitter that he spent almost $1.9M on a domain name (friend.com), just shy of 43% of the funding he'd received.
You'd think they'd spend most of their money engineering the solution, setting up manufacturing relationships, working on product planning, writing the code to interact with the AI, etc. etc. etc..
But instead, they burned almost half of the money on a domain name.
What if something goes wrong with the desgin/engineering/manufacturing/distribution of the product, and they won't be able to ship it? Maybe that $1.9M would come in handy, if there are delays? But they can't do that, because they set their cash on fire by buying a domain name.
If things go sideways, do you think the people who pre-ordered will get their $99 back? That would be a scam.