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Marques Brownlee July 8, 2026

Apple's AI Strategy

Apple's AI is not as advanced as OpenAI's ChatGPT, but it's not a lost cause. Apple's strategy is to wait for the technology to mature and then step in with its own version. This approach has worked for Apple in the past, and it's likely to continue. Apple's main focus is making iPhones, and its AI just needs to be good enough for investors to believe Apple is competitive. The company is also working on improving Siri, its virtual assistant, but it still has a long way to go.

The AI landscape is changing rapidly, and companies are racing to develop their own AI technologies. Google, Meta, and Nvidia are all working on their own AI projects, and Apple is trying to keep up. However, Apple's approach is different from its competitors. While they're focusing on developing advanced AI technologies, Apple is taking a more cautious approach. The company is waiting for the technology to mature and then stepping in with its own version.

Apple's strategy is not without risks. If the company fails to deliver on its AI promises, it could damage its reputation and lose market share. However, if Apple is able to deliver on its AI promises, it could gain a significant advantage over its competitors. The company's focus on making iPhones also gives it a unique advantage. Apple's AI just needs to be good enough for investors to believe Apple is competitive, and the company is likely to succeed.

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