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Coz they missed out the AI thing just like Nokia missed out smart phones with touch screens
I read a while back they fired the head of AI - whatever role that was. They haven’t been able to catch up.
Apple has never been a tech pioneer. Their entire strategy is adopting tech as 'fast-follower'. Even with the launch of the iPhone, that was putting all the best mobile phone designs into a single product. Apple business model is much more of a fashion house than anything else. Apple's executive culture has a problem with minimum 50% margins. Any product that cannot hit that threshold is dead before it gets past the discovery phase.
Apple current plan with AI is to wait and see and let the competitions and other tech giants make it better so they can take it and make it look prettier. Apple abandoned innovation years ago, their plans are to take innovations made by others and just make it better and prettier while they keep making their next phone a millisecond faster and better specwise .
Some may say it’s a miss other may say it’s smarter to wait a see. I’m more on the latter a lot of companies already invested so much into it and have yet to yield any returns. Also many say we in a AL bubble so it may not even be worth it for Apple to invest in it rn if the bubble will pop soon. Plus Idk who actually uses their phone bulit in AI tools, the ones who use any AI tools just stick to deepseek or chatGPT apps. Tbh idc for smarter Siri or these AI assistants on our phones. Even the competitions’ AI also aren’t truly the assistant they tryna so hard to market to us.
The AI race is a money pit on top of a bubble….