One of my editors once told me that a converted would always sound more rational, but this does not mean that they are correct. French politician Francois Guizot originally said the same thing to another POV: “The world belongs to optimists. Pessimists are only spectators.”
Apple’s AI strategy right now has a lot of cynics and pessimists – and they seem very rational based on what we have seen during the last 12 months. Siri’s long -awaited improvement never became physical. Apple’s vision about your own custom AI-managed assistant with your “personal reference” is slightly higher than an expectation. And the features of AI that have arrived-as the summary of a string of text messages, game-changing and, have been super disappointing to use several times.
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Nevertheless, the new AI Revolution that is making the technical industry wider – and soon the planet – is a strict need of many qualities that Apple usually gives examples in their perspectives for products. I am talking about the qualities such as polish, attention-to-details, user trusts and patience.
While the generative AI is moving at a breaknake speed, it continues to feel half-baked and is more than a long time. I believe why ZDNET/Aberdeen Research has shown that only 8% of the wider public says they are ready to pay for AI features on their equipment. Even more challenging, 69% said they would stop using a product or consider stopping whether it had AI’s characteristics that they could not stop.
It’s still hurry for AI
In other words, our research has shown a big difference between the next-bug story that Openi, Google, Anthropic, and others
Don’t misunderstand me, there is a lot to be very excited. If you have used one of these generous AI tools to summarize the 500-stage document for you, help you write a recommendation letter, or translate a document into English with a relatively ambiguous language, then you have achieved how useful you can be in the right circumstances. And if you are a coder or a programmer, the generative AI is a life-changer.
But if you have used the chatbot for a long time and have started double-checking their accuracy, then you are also coming with the fact that products like chat regularly hail, make goods, and simply wrong things. In short, they may not be completely reliable, and this greatly limits their utility because you often have to check their work again.
(Disclosure: ZDNET’s original company Ziff Davis filed a case of April 2025 against Openai, alleging that it violates Ziff Davis copyright training and operating its AI system.)
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Last year in WWDC 2024, Apple spent a lot of time to convince us that it is an AI leader, that it has been working on AI for years, and that the exciting new AI was such that only Apple could only distribute only apple and platforms due to its comprehensive ecosystem and its strong personality.
This was a bold step because Apple rarely talks about future products and features until they are almost completely ripened. In retrospect, last year’s AI Blitz in WWDC was unnecessary.
Apple did not need to enter the AI features arms race, with Openai, Google, and a planetarium of tech veterans and cache-rich startups playing a tireless game of an-up-appireship.
This is not the place where Apple can compete, and it is not the place where Apple can have the greatest impact in the innovation of the next large wave of tech.
What can the apple bring to the table
Apple just needs to run the Apple Playbook. An example that was on the right path in the previous year’s WWDC, when Apple focused on integrating the AI feature-by-feature in its existing software, such as messages, genmoji and mail apps. There are many current features on the iPhone, for example, all outside the chatbot can be enhanced, streamlined and more powerful.
When it comes to Siri, Apple realized that he needed to start from the ground. The codebase for Siri goes back to the old government projects in Darpa for decades, and my understanding from the knowledge of the code is that re -establishing it for today’s uses has created a dilemma of a classic innovator who has disrupted and kept thei for a decade. Amazon AlexaGoogle assistant, and now chat.
Also: ZDNET-Aberdeen according to research, only 8% will pay additional for AII AI
This does not mean that Apple needs to achieve its way in competition with llms and latest chatbots. The cloud of the anthropic is referred to as a good fit for Apple due to regular privacy and focus of anthropic on AI security. However, Anthropic in March 2025 was $ 61.5BTherefore an acquisition will be more than $ 100B. It is not very possible that apple or someone else is buying anthropic.
Apple has AI talent and has time. The generic AI revolution is still beginning to fly. Even if it took two years to rebuild the foundation of Siri for the age of LLM, it would be worth it – and a lot of users will still be at the beginning of their journey with AI in 2027.
Meanwhile, Apple may continue to use LLMS in iPhone and to increase personal features in its various products – but do it in an apple manner. Wait until the features are fully baked, we are cooked before showing why we should be excited.
We should also not forget that the best generative AI chatbots, products, and features of all the largest innovators are going on today and are running for years to come – on laptops, smartphones and tablets, many of them are made by Apple.
There are more than 50,000 AI startups according to the crunchbase and According to The New York Times, AI is currently investing more than $ 27BAll these new apps and tools that are being created will give people even more reasons to use their favorite devices and Apple has shown that its chips are specially ready to handle AI.
And while Openai and Jony Ive have made a lot of noise about creating their AI hardware devices, even they have admitted that it is not going to replace your phone or your laptop to run the latest AI tool.
So, yes, Apple AI is very well deployed to play a leading role in innovation wave that is in front of us. The AI World requires Apple’s discipline, focus on user experience, and patience to play long games. And let’s be honest – this is a lot of need for many of the most powerful devices of Apple, no matter whose software is running on them.
