Apple is trying to make AI work for them, but they're not doing very well. They announced a new Siri but didn't deliver for two years. They had to start over and build it from scratch with help from Google. Apple is not winning the AI race. They're not making the hardware that everyone runs AI on.
Apple's thing is not to be on the bleeding edge of tech. They wait for the early adopters to figure out what works and then they step in late with their own version. They're still a hardware company, and they sell the iPhone. They don't need to be amazing at AI to still be winning.
Apple's AI has been a joke so far. They just need to be good enough for investors to believe Apple's competitive. They don't need to be amazing for investors to believe Apple's competitive.
