Apple's decision to adopt a cautious approach in its artificial intelligence initiatives may yield benefits in 2026, particularly with the anticipated revamp of Siri expected in the spring. This update aims to enhance the assistant's conversational abilities and its capacity to handle multi-step tasks. The company is reportedly considering using Google's Gemini to power the new features, indicating a shift in strategy as large language models become more standardized.
In contrast to competitors like OpenAI and Google, which are heavily investing in AI infrastructure, Apple has maintained a more measured investment strategy. This approach has resulted in over $130 billion in cash and marketable securities, positioning the company to potentially pursue acquisitions should AI startup valuations decrease. Despite critiques regarding its slower pace in AI advancements, especially in relation to Siri, Apple's existing hardware ecosystem provides a distinct advantage for integrating AI features directly into its devices.
Recent leadership shifts have also been noted, with Mike Rockwell now overseeing Siri following delays in its overhaul. Meanwhile, AI chief John Giannandrea has retired, leading to a redistribution of his team into more product-focused divisions, addressing internal concerns over product direction.