Apple is taking a significantly more cautious approach to artificial intelligence than many other major tech companies. While the market is characterized by massive investments and high expectations, Apple is holding back. A recent report from The Information suggests that this very strategy could pay off starting in 2026. A revamped version of Siri plays a key role in this.
The mood surrounding artificial intelligence is beginning to shift. Doubts are emerging as to whether the enormous expenditures on data centers, chips, and the training of large language models are economically viable in the short term. In this environment, Apple's approach appears less risky. Instead of investing aggressively, the company has secured capital and maintained strategic flexibility. The report paints a picture of a corporation that is deliberately waiting and banking on the right moment.
Apple's cautious AI strategy compared to the market
Compared to companies like OpenAI, Google, and Meta, Apple's approach to AI is significantly more defensive. These competitors are investing hundreds of billions of dollars in new data centers, specialized chips, and the training of ever-larger language models. Apple, on the other hand, deliberately limits its AI-specific spending.
This reluctance has drawn criticism for the company. Siri, in particular, is considered less powerful, less reliable, and technically outdated compared to modern AI systems. This has reinforced the impression that Apple is falling behind in the AI race.
Skepticism regarding the AI market bubble
The report points to early signs of a shift in market sentiment. Investors and companies are increasingly questioning whether the massive AI spending can be justified by short-term revenue. The Information sees this as a potential advantage for Apple.
Due to its limited investments, Apple still has over $130 billion in cash and marketable securities. Should the valuations of many AI startups decline, Apple would have ample room for acquisitions or strategic partnerships. The company is not forced to act hastily but can react in a targeted manner.
The revamped Siri as a key project for 2026
According to the report, Apple's most significant AI-related initiative will take place in 2026. A comprehensively redesigned version of Siri is expected to be released in the spring. The new assistant is said to be much more conversational and capable of reliably executing multi-step tasks.
Apple could use Gemini as a technical foundation. Internally, the prevailing view seems to be that large language models will eventually become mass-market products. Therefore, a costly, completely in-house development is considered economically unviable.
The iPhone as a strategic advantage
A key advantage for Apple lies in its own hardware base. The iPhone and other devices allow for the direct rollout of AI features via software updates and deep system integrations. In contrast, many AI companies rely on standalone apps or web services.
According to the report, attempts by AI companies to develop their own hardware are encountering significant hurdles. These include manufacturing, global distribution, and building a functioning ecosystem. Apple has been strongly positioned in all these areas for years.
Leadership change and internal realignment
The report also mentions personnel changes within Apple. Following significant delays in the Siri overhaul, the assistant was placed under the supervision of Mike Rockwell. Rockwell was previously responsible for the launch of Vision Pro.
Additionally, Apple's former AI chief, John Giannandrea, resigned in early December. Parts of his organization were restructured and more strongly integrated into product-oriented teams. This followed internal concerns about a lack of clarity regarding product direction in the AI field.
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Apple's previous AI experiences
Apple experimented with artificial intelligence early on, though not always consistently. The introduction of Siri in 2011 was an early step, but its development over the years was uneven. Despite these shortcomings, this hardly harmed Apple's core business. Hardware sales, services, and the ecosystem remained stable and highly profitable.
2026 as a possible moment of confirmation for Apple
According to The Information, 2026 could be a pivotal year for Apple. Should enthusiasm for extremely expensive AI investments continue to wane, Apple's cautious approach could prove to be prescient. With a more powerful Siri, financial strength, and a tightly integrated hardware and software ecosystem, Apple is well-positioned to sustainably and responsibly integrate artificial intelligence into its products. (Image: JDunbarPhoto / DepositPhotos.com)
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