source: techcrunch ai: why apple’s slow-and-steady ai bet is starting to look pretty smart
level: business
apple has faced criticism for lagging in ai, but its latest launch, siri ai, integrates new automated features using google gemini into its software. the company's senior vice president craig federighi emphasized a mission to turn advanced technology into helpful products, a subtle jab at competitors pursuing ai without clear user benefit. this message comes as consumer sentiment toward ai grows more negative, with worries about job loss and mental impact.
siri ai can surface information from inboxes and texts, offer onscreen context, and pull real-time web data via gemini. it works across apple devices and stores chat histories. by embedding ai at the operating system level, apple threatens competitors who rely on its app store for distribution. however, the features won't be available until later this year as a beta, so their real impact remains to be seen.
apple's strategy contrasts with rivals like openai, which struggles to define its audience, and meta, which spends heavily on ai without clear business ties. apple posted record iphone sales last quarter and plans about $14 billion in capital expenditures this year, far less than the cumulative $900 billion from other tech giants. it also earns revenue from ai companies through app store fees. this measured approach may not win the ai race, but it appears financially prudent.
why it matters: apple's user-centric ai integration and lower spending show a sustainable model that could influence how ai features are adopted in consumer hardware.
source: techcrunch ai: why apple’s slow-and-steady ai bet is starting to look pretty smart