It’s been painful to watch Apple lag behind in the Artificial Intelligence (AI) race, especially given that it was a pioneer in conversational AI with the launch of Siri in 2011. Siri marked the start of a new phase in the industry, and set expectations for future innovation. Since then, however, Apple has struggled to keep pace with advancements in AI, particularly when compared to rivals like Microsoft, Google, and OpenAI. While Apple has attempted to integrate AI into its ecosystem, it has yet to match the innovation velocity of its competitors.
This hesitation and insularity raise red flags for potential partners. Over the past year, the pace of AI advancements has accelerated, further highlighting Apple’s lag relative to competitors. We’ve seen Apple abandon Intel in favor of its own in-house M-series chips. Similarly, ChatGPT’s integration with Apple products may come with a caveat. OpenAI could be cautious, knowing Apple has a history of pivoting once it builds its own capabilities.
AI Not Taking a Bite Out of Apple
With a market capitalization exceeding $2 trillion, Apple is undeniably one of the most influential tech giants in the world. The company has led the way in personal computing, smartphones, wearables, and digital services. However, when it comes to AI, Apple’s position is no longer dominant. It is defensive.
Siri, introduced with the iPhone 4S in 2011, was an early breakthrough in voice-activated digital assistants. Siri was initially developed as a pioneering AI assistant, but it failed to evolve meaningfully. It often struggled with context, lacked nuance, and ultimately became a source of user frustration.
Fast forward to WWDC 2025: while Apple made significant software updates, its AI announcements underwhelmed both investors and the market. This underperformance was reflected in a dip in Apple’s share price. It was a sign that stakeholders expect more from a company of Apple’s stature.
Along Comes OpenAI
Artificial intelligence has long operated behind the scenes, powering Netflix recommendations, Amazon product suggestions, and social media algorithms. But OpenAI changed the game with ChatGPT, making large language models (LLMs) accessible to the public. This democratization of AI has triggered a gold rush in the tech sector.
We’ve learned one consistent lesson from past tech revolutions: it is a winner-takes-all game. Think Google in search, Gmail in email, Facebook in social media, and Amazon in e-commerce. The company that dominates AI will set the terms for the future of computing.
OpenAI is making strategic moves to do just that. Their $6.5 billion acquisition of a hardware company founded by former Apple design chief Jony Ive is a massive play. Ive’s fingerprints are on nearly every iconic Apple product, including the iPhone, Apple Watch, and iMac. His design sensibilities could enable OpenAI to launch breakthrough AI-powered hardware. The industry is watching, and Apple should be paying close attention.
Bridging the Talent Gap in AI
One of Apple’s most pressing yet underdiscussed challenges in the AI race is talent acquisition and retention. The global competition for top AI researchers, engineers, and machine learning experts is fierce. It’s so intense that Mark Zuckerberg is personally headhunting the brightest AI engineers, while Google and OpenAI have created cultures that attract elite technical talent with promises of breakthrough innovation and academic freedom. In contrast, Apple’s famously secretive and tightly controlled environment may deter the kind of open, experimental culture that drives AI advancement. To compete, Apple has to rethink its approach to internal innovation—offering more flexible research environments, incentivizing breakthrough work, and investing in university partnerships. Building a strong AI talent pipeline is a strategic imperative for long-term leadership in this fast-evolving field.
Leveraging Consumer Trust as a Strategic Advantage
In a world increasingly concerned about data privacy, Apple’s long-standing reputation for protecting user information can become a powerful differentiator in the AI space. As AI systems grow more data-hungry, consumers are becoming wary of how their personal data is being used, stored, and shared. Apple should lean into its privacy-first philosophy by promoting on-device AI processing, secure data encryption, and transparent user controls. Unlike competitors that rely heavily on cloud-based data collection, Apple has the opportunity to redefine what ethical AI looks like at scale. By embedding privacy into the DNA of its AI features, Apple could strengthen customer loyalty, comply with evolving global regulations, and ultimately position itself as the trusted leader in consumer-grade artificial intelligence.
Expanding AI Capabilities in Wearables
Apple’s dominance in the wearables market—particularly with the Apple Watch and its health-focused features—presents a major opportunity to lead in AI-powered health technology. With the integration of advanced machine learning algorithms, Apple can transform its wearables from passive trackers into proactive health companions. Imagine real-time anomaly detection for heart rate irregularities, personalized fitness coaching based on predictive analytics, or mental health monitoring through behavioral pattern analysis. These advancements could redefine preventative healthcare and offer immense value to consumers and healthcare providers alike.
Strategic Recommendations for Apple
As a fractional CFO with deep experience in both financial strategy and emerging technologies, here are the strategies I believe Apple should implement to address its AI conundrum:
1. Clarify Strategic Intent in AI
Apple has traditionally prioritized privacy and tight hardware-software integration. While commendable, this has made its AI progress appear opaque. Apple must now articulate a bold and transparent AI strategy. It should explain how AI will power its next wave of products, enhance its ecosystem, and drive long-term differentiation. Apple should also make explicit claims about the capabilities and future direction of its AI initiatives to clarify its strategic intent.
AI can no longer be an add-on feature (as with Siri). It must become central to Apple’s platform philosophy.
2. Accelerate Targeted Acquisitions
Rather than build everything in-house, Apple should aggressively pursue acquisitions of niche AI startups. By acquiring these companies, Apple could position itself as a host for cutting-edge AI startups and technologies, providing a platform for advanced AI solutions and research findings. Ideal targets include companies specializing in on-device learning, privacy-preserving LLMs, and developer-focused AI tools. These acquisitions can deliver instant innovation, talent, and intellectual property. This is especially true in generative AI, where Apple is visibly lagging.
3. Monetize AI Through Ecosystem Leverage
Apple’s greatest asset is its tightly integrated ecosystem of hardware, software, and services. This gives Apple a unique advantage to monetize AI in areas others cannot, such as health monitoring, content creation, personal productivity, and device optimization.
By embedding AI natively into iOS and macOS, Apple can increase device stickiness, command premium pricing, and deliver seamless user experiences. As Apple integrates AI into its ecosystem, it is crucial to maintain its competitive advantage and core brand values, ensuring that innovation does not come at the expense of stability or privacy. This can all be done while upholding its brand promise of privacy.
4. Restructure R&D Prioritization and Talent Deployment
Apple has the financial strength to supercharge its R&D in AI. However, internal teams remain siloed, and top-tier AI talent may be underutilized. The company needs to build cross-functional teams that can rapidly prototype and integrate AI across product lines.
Restructuring how R&D is prioritized, with a clear focus on scalable and deployable AI features, will accelerate results and foster internal alignment.
5. Forge Strategic AI Partnerships
Apple’s recent overtures to OpenAI and discussions with other AI leaders signal a willingness to collaborate. These partnerships should be approached strategically, factoring in AI’s technical limitations and privacy considerations to ensure robust and responsible integration. They can help Apple accelerate time-to-market while preserving its brand integrity and user control.
A hybrid approach that combines proprietary AI models with select third-party integrations can give Apple the agility it needs without sacrificing user trust.
Conclusion: The Path Forward
Apple is at a critical crossroads. The next frontier of consumer technology will be defined by AI, and Apple cannot afford to be a laggard. The company must redefine its strategy, invest boldly, and execute with urgency.
Several research papers have highlighted the limitations of current AI models in providing reliable answers and accurate responses, particularly as problem complexity increases. Apple needs to address these challenges and ensure its AI solutions can deliver correct answers and robust response accuracy.
The AI race is heating up, and the winners will shape the next decade of innovation. Apple still has the resources, talent, and brand equity to lead. But it must act decisively.
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Salvatore Tirabassi is a seasoned fractional CFO and founder of cfoproanalytics, helping startups and mid-market companies navigate complex intersections of finance, technology, and growth.