As generative AI reshapes the tech landscape, most attention has gone to OpenAI, Google, Anthropic, Microsoft, xAI, and China’s DeepSeek. Their models are powerful, their demos flashy, and their progress rapid. In contrast, Apple—famously secretive and methodical—has drawn skepticism over its perceived AI inertia. Despite announcing “Apple Intelligence” at WWDC in June 2024 and following it with a splashy fall ad campaign, Apple has yet to meaningfully integrate generative AI into iOS. Instead, headlines swirl about delays and internal team reshuffling, and among AI insiders, it’s trendy to “worry” about Apple’s AI future. That worry is understandable, especially when compared to the dizzying pace of OpenAI and Google’s new capabilities. The contrast is frustrating for users who see clear use cases where generative AI could vastly improve the iPhone experience: AI-powered search, advanced voice assistants, agents, and multimodal interactions. But we see it differently. Yes, we’re frustrated iPhone users, too. We wish Siri were as helpful as ChatGPT’s voice mode. But Apple isn’t losing the race—they’re running a different one. And they might still win. Apple has never been about speed. It moves deliberately, focused on reliability, privacy, and delighting the customer. With 2.2 billion active devices and full-stack control—from chip to OS to App Store—Apple has a unique advantage. Historically, it’s combined existing technologies (web, MP3s, GPS, 3G/5G, etc.) with intuitive interfaces to transform how we live.

Full commentary : People tend to write off Apple in the AGI space but it has more than enough apples in its basket to launch a massive counter.