The article Analysis: Why Apple is in the AI crisis by Fabian Peters first appeared on Basic Thinking. You always stay up to date with our newsletter.
After Chatgpt’s triumphal march, almost all large tech companies launched their own AI products. But of all people Apple, the largest technology company in the world, not only lags behind, but also seems to be in a kind of AI crisis. An analysis.
Apple is one of the most valuable listed companies in the world. Market capitalization: around $ 2.83 trillion (as of April 7, 2025). The iPhone group is not only extremely successful in many areas, but also has more money available than anything could ever spend.
With the iPhone, iPad or the AirPods, the company is now undisputed market leader in many product categories. Apple was not the first company to install OLED displays into its smartphones, which developed wireless headphones and which produced the first tablet.
But Apple has always developed products that were ahead of the competition – and above all: that people wanted. The iPhone is the perfect example of this, since many companies have previously launched smartphones. But none could convince as that of the US group.
Some even believe that Apple has even played the time or the waiting and reserved attitude in many developments. Because the company simply developed the work of others and then developed many products in its own way.
With a view to AI as one of the most formative technological innovations of all time, this strategy not only does not work. Apple, the most valuable technology group in the world, now seems to be lagging behind other companies for miles. And there are several reasons.
Why Apple is in the AI crisis
Like all large listed technology companies, Apple rely on earning as much money as possible and growing further. Because behind the group there are numerous donors and shareholders who want to be made happy. However, this only works if you do not lose faith in the corporate strategy.
After the publication of Chatgpt in November 2022, many tech companies were under pressure. Because the AI recorded over 100 million users worldwide in just two months and is therefore considered the fastest growing internet application ever. Thereupon a real AI betting dispute broke out.
In particular, Microsoft, Google and Facebook mother group Meta managed to launch competitive AI models within a very short time. Numerous start-ups are also shot out of the ground and were able to establish themselves in the AI industry. Only Apple, the most valuable company in the world, seems to have missed the AI train.
One of the main reasons for this is that Apple’s previous product strategy of waiting and improving may have worked for hardware, but does not work for software-especially since AI is a special software branch that is currently developing rapidly. Basically, all Big Tech companies did the same. They threw their hat into the ring and said: We are now doing something with AI.
Apple’s previous strategy does not work
Microsoft, Meta and Google have now delivered. Because all three have developed competitive AI models and pursue their own approach. With Gemini, Google has developed a voice model, for example, that is in direct competition with Chatgpt and is now part of the Google search. Meanwhile, Microsoft has launched a AI series with Copilot, which is based on GPT-4 as part of a partnership with Openai.
However, the Windows Group has integrated the system into numerous of its products and adjusted accordingly. Meanwhile, Facebook mother group Meta is pursuing an open source approach. The aim of the company is to develop an open AI for research and to establish your own AI standards yourself. Meta has also integrated the system into its platforms.
And Apple? The iPhone group also threw its hat into the AI ring. However, only two years later, when the company announced its Apple Intelligence Ki-System at WWDC 2024. The problem: Apple has not yet delivered. Apple Intelligence has now also arrived in the EU, but both in Europe and the USA are asked whether and which AI strategy Apple is pursuing.
On the surface, Apple Intelligence provides some helpful functions such as combining text or editing images. However, other AI systems can do that too. The approach should be to keep users in their own ecosystem. Meta AI is also based on a similar strategy. However, in contrast to Apple, the Facebook group relies on a multi-track strategy.
The iPhone group has also started an extensive PR campaign for Apple Intelligence. The problem: In contrast to previous product announcements, the company could not present anything to touch or try out until loosely. Many Apple Intelligence functions are also in the pipeline. But when exactly they will appear is uncertain.
Siri: Apple maneuvers itself in the AI crisis
In the end, Apple may surprise everyone and with Apple Intelligence provides a AI system with its own stamp. However, there are only a few signs of this. On the contrary: the company has already suffered a certain image damage and played a great opportunity. This applies especially to Apple’s years of voice assistant Siri.
Because in addition to the numerous advertising campaigns for Apple Intelligence, the iPhone group has announced a retired AI SIRI. In both cases, however, there were always delays and the new Siri was now even postponed to 2026. Product delays are normal, but is unusual for Apple. Especially in the rapidly developing AI industry, they could become a problem.
You remember Nokia or Blackberry, who stood on the top of the global market in her prime time. However, both companies missed the leap to smartphones and have now disappeared in the sinking. Apple should not provide this fate in the short to medium term. But the company seems to have missed an important technology jump.
Doesn’t AI just don’t fit Apple?
On the one hand, AI is currently not part of Apple’s core business. The company will continue to earn a lot of money with hardware, but it should be difficult to move a line to Apple Intelligence. After all the announcements and commercials, Apple has to deliver. However, AI is often in conflict with data protection, while data protection is one of the major product promises of the iPhone group.
Actually, the company could sit back in the sense of its previous strategy and rely on its gigantic development team, which then develops a grandi. However, it has always been a great interest of the company to keep users in their own ecosystem. A Siri KI that does all the tasks without ever opening an app should not actually be in the interest of the iPhone group.
On the other hand, Apple Intelligence and the Siri-Ki have received so much PR that some strategy has to be behind it. One thing is certain: sooner or later a ready Apple AI will come. Siri in particular has great opportunities for Apple. However, whether the company will succeed in putting its own stamp on the topic of AI will probably only show in the coming year.
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The article Analysis: Why Apple is in the AI crisis by Fabian Peters first appeared on Basic Thinking. Follow us too Google News and Flipboard.
As a Tech Industry expert, I believe that Apple is currently facing an AI crisis due to a few key factors. Firstly, Apple has historically lagged behind competitors like Google and Amazon in terms of AI development and implementation. This has put them at a disadvantage when it comes to creating cutting-edge AI-powered products and services.
Additionally, Apple’s strict privacy policies have hindered their ability to collect and analyze large amounts of user data, which is crucial for training AI algorithms effectively. This has limited the capabilities of their AI technologies and put them at a disadvantage compared to other tech giants who have more access to user data.
Furthermore, Apple’s closed ecosystem and focus on hardware design have also limited their ability to collaborate with external AI researchers and developers, which has further hindered their progress in this field.
In order to overcome this AI crisis, Apple needs to invest more resources into AI research and development, prioritize data privacy while finding innovative ways to collect and analyze data, and collaborate with external partners to leverage their expertise in AI technology. By addressing these challenges, Apple can position itself as a leader in AI innovation and regain its competitive edge in the tech industry.
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