In the field of artificial intelligence, Apple was long considered a laggard. While other tech companies invested billions in AI infrastructure and developed large language models, Apple held back. This reticence was often seen as a weakness. However, recent developments suggest that this very strategy is now bearing fruit – putting Apple in an advantageous position without overextending itself financially.
The discussion surrounding Apple's role in the AI market has so far been rather critical. Spectacular announcements, visible progress, or high-profile investments were lacking. But behind the scenes, a lot has been happening. With a strategically clever deal with Google, the expansion of Siri, and the use of external AI models, Apple is leveraging its platform strength. The financial world is beginning to reassess this approach – and is recognizing the potential inherent in Apple's conservative methodology.
A Google deal for the new Siri
Last week, it was revealed that Apple is close to finalizing a deal with Google. The goal is to integrate a new, improved AI model into the Siri voice assistant. This model was developed specifically for iOS 26.4 – jointly by Apple and Google. It is intended to take Siri to a new level and enable features that were previously impossible.
What's special about this is not just the technical cooperation, but also the financial framework. Reports indicate that Apple pays around one billion US dollars annually for this partnership. By comparison, Google pays Apple approximately 20 billion dollars each year to remain the default search engine on Safari. This demonstrates how efficiently Apple manages its budget and invests strategically, avoiding risky, multi-billion-dollar projects.
Platform instead of model: Apple's ecosystem as the key
In this environment, Apple doesn't act as a traditional AI developer, but rather as a platform operator. The iPhone, as the central device, remains one of the most important tools when it comes to using AI in everyday life. Whether through native system functions, AI-powered third-party apps, or Apple's own solutions – the device brings these technologies directly to users.
Unlike companies like OpenAI, Microsoft, or Meta, which develop their own AI models and invest enormous sums in data centers, Apple focuses on integration rather than development. The models come from external partners but are integrated into Apple's own system. This saves costs, minimizes risks, and simultaneously allows for a high-quality user experience.
Backing from Wall Street
A Bloomberg report now shows that the financial world's perspective is also slowly changing. Ryan Vlastelica and Carmen Reinicke report that, despite criticism of its reluctance in the field of AI, Apple is increasingly perceived as strategically astute.
While companies like OpenAI, Meta, and Microsoft are investing heavily in AI without yet seeing clear returns, Apple's conservative approach is perceived as more stable. Investors are beginning to question the high costs and uncertain prospects of its competitors. As a result, Apple is suddenly being viewed in a new light.
Analysts now believe that Apple benefits from using other companies' technologies to make its own products smarter – without having to spend billions developing its own models. This significantly reduces financial risk while simultaneously increasing the range of functions on its devices.
AI spending under scrutiny
The artificial intelligence industry is currently in a precarious state. Many companies are making enormous investments but are simultaneously experiencing operating losses. This development is reminiscent of previous tech bubbles, where high expectations and massive expenditures were disproportionate to actual revenues.
In contrast, Apple's approach seems almost conservative. Investments are manageable but targeted. The deal with Google is an example of pragmatic collaboration, where Apple benefits from the technological advancements of others – without having to dig deep into its own pockets.
Does Apple need to do more?
Despite this positive development, a key question remains: Will relying solely on external models be sufficient in the long run? Probably not. In the medium term, Apple will have no choice but to further expand its own AI capabilities. However, current practice shows that it is possible to achieve maximum benefit with minimal risk initially – especially when the company's own ecosystem is strong enough to effectively integrate these technologies.
Apple scores points with efficiency rather than speed.
Apple has chosen a different path in the AI race – and this path seems to be slowly paying off. The iPhone's platform strength, combined with strategic partnerships and financial restraint, is bringing the company advantages that are only now becoming truly apparent. While others are forging ahead at breakneck speed and high risk, Apple is building quietly, effectively, and economically. Wall Street has recognized this. And it looks like Apple is set to do well with this approach in the long run. (Image: Shutterstock / FP Creative Stock)
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