Apple has indeed appeared slower in the AI race compared to rivals like OpenAI, Google, and Meta, which have poured billions into massive data centers and proprietary large language models (LLMs), but its cautious, privacy-focused strategy is poised to pay off in 2026 with a major Siri overhaul and smarter device integrations.[1][2]
Why Apple Lagged Behind Competitors
Apple's AI efforts drew criticism for moving at a deliberate pace. While competitors raced ahead with flashy chatbots and standalone AI apps, Siri—launched back in 2011—lagged in conversational ability, reliability, and multi-step task handling.[1] Key setbacks included missing promised upgrades at WWDC 2024 due to architectural delays, executive shakeups (like AI lead John Giannandrea being pushed out), and no major AI acquisitions in 2025, unlike rivals burning cash without quick revenue returns.[2][5] This restraint stemmed from Apple's view that LLMs might become commoditized—cheap and widely available—making huge in-house investments less worthwhile.[1][2]
Interesting fact: Despite the hype, Apple's core businesses (like iPhone sales) haven't suffered from these delays, unlike some AI-heavy peers facing potential "bubbles" as spending cools.[1]
Apple's Smart, Low-Key Advantages
Instead of matching rivals' spending sprees, Apple leverages its ecosystem strength. The iPhone isn't just a phone—it's an ideal AI delivery platform for seamless, system-wide updates across devices, outpacing competitors struggling with hardware manufacturing and app distribution.[1][2] Apple also maintains in-house models for privacy-sensitive tasks (like personal data) while eyeing partnerships, avoiding the pitfalls of over-reliance on one approach.[3]
What to Expect in 2026: Siri's Big Glow-Up
2026 marks a potential inflection point, with Apple's biggest moves centered on Siri.[1][3]
- Spring Launch (iOS 26.4, ~March): A revamped, contextually aware Siri arrives as an "answer engine" called “World Knowledge Answers.” It delivers rich, AI-generated summaries blending text, images, videos, and local info—rivaling ChatGPT or Google's AI Overviews—without needing apps or browsers.[3]
- Powering It: Expect integration of Google's Gemini (run on Apple's servers) for heavy lifting, freeing cash for acquisitions while keeping user data private via Apple's models.[1][2][3]
- Beyond Siri: Smarter system-wide search, multi-step tasks (e.g., "Book a flight and add to calendar"), and embedded AI in products like Vision Pro, overseen by execs like Craig Federighi and Mike Rockwell.[2][3][4][6]
| Competitor Approach | Apple's 2026 Edge |
|---|---|
| Massive spending on proprietary LLMs & data centers (e.g., OpenAI, Google)[1] | Commoditized models via partnerships; focus on on-device privacy[1][2] |
| Standalone apps/web services[1] | Deep iPhone ecosystem integration for instant updates[1][3] |
| Quick hype, uncertain revenue[2] | Cautious rollout with proven hardware dominance[1][2] |
Fun speculation backed by reports: If AI enthusiasm wanes, Apple's patience could look genius—imagine Siri finally outshining rivals just as their spending bites back.[1] Beta tests might tie into iPhone 17 launches, shifting iPhone search habits away from Google.[3] Overall, 2026 could redefine Apple not as a latecomer, but as the steady winner in practical, user-friendly AI.[1][2][4]
