There’s a frequently voiced view in the tech world lately: Apple has fallen behind its competitors in the AI race. But could this be part of Apple’s well-known business model? The company has previously been seen to wait for technology to mature before launching with a perfected product. Perhaps the Cupertino-based giant is playing a long-term game, playing the role of the tortoise rather than the hare in this race.
Apple could win the AI race in the long run
The perception that Apple is inadequate in AI has been reinforced, particularly by the shortcomings in the rollout of its “Apple Intelligence” features. While features like new emoji tools, image editing capabilities, and smart notification summaries, announced in June 2024 and slated for a phased rollout starting in October 2024, were generally well-received, some key innovations have been delayed. The delays in key features, such as Siri’s ability to perform actions within apps and its ability to leverage personal data to become a more personalized assistant, have fueled criticism.
While these delays have sparked claims that the company was caught off guard with its plans, Apple continues to quietly execute its strategy behind the scenes. The company partnered with OpenAI to develop its AI capabilities and acquired three leading startups, including TrueMeeting and WhyLabs. Most importantly, Apple has positioned privacy as a key differentiator. It aims to keep user data secure by processing simple AI tasks directly on the device and moving more complex ones to its own private cloud servers with encrypted data.
This approach from Apple suggests it prefers to proceed with certainty rather than rushing. The company plans to enter the market by learning from others through trial and error, taking note of the lessons learned and perfecting the technology. Apple CEO Tim Cook’s statement in mid-2025, stating that they are “making good progress on a more personalized Siri” and hinting that this feature will be available in 2026, is seen as part of this patient strategy.
So, what are your thoughts on Apple’s AI strategy? Will Apple emerge victorious after this patient wait? We are waiting for your comments.
