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Everyone is talking about artificial intelligence, and everyone is turning not to lose that train. Well, everyone doesn’t. Apple seems not to be especially interested in AI nor is it overlapping like the rest of its rivals. The question is whether that can be your definitive conviction.
Wwdc sin (barely) ia. Last week the Microsoft Build and Google I/O conferences were held. In both the focus for AI was absolute. On June 9 Apple will celebrate its WWDC, and All rumors They point out that there will be hardly any news in Apple’s proposals. Instead, the company is expected to talk about the redesign of its operating systems, a project with a “Solarium” code name.
Apple keeps losing trains. Apple’s apparent indifference attitude with the field of artificial intelligence is undoubtedly surprising. It is one of the most important technological companies in the world, but still does not react as one would expect from it and Keep losing trains. While the competition reacted quickly developing its own models or reaching agreements and investments with startups such as OpenAi, Apple still did not pay special attention, at least for the gallery.
And what he has is disappointing. The company already dedicates thousands of millions of dollars to catch up, but when he finally presented his platform Apple Intelligence The result turned out to be disappointing. Very limited and strenuously slowly In its deployment, caution It is starting to take its toll. Not economically, but reputationally. It is not that this disappointment is pending among external analysts: it is that Even their own employees believe that Apple is behind In ia.
The disaster Siri. We have seen it especially with Siri, a voice assistant who was supposed to win many integers thanks to AI but still in the development phase. The promises they made last year have not been fulfilled, and recognized analysts such as John Gruber described the conceptual videos that Apple used as “shit.” Siri’s delay, already confirmed by Appleis the definitive proof that the company is in a worrying situation in this segment.
Source: Sherwood News.
Remembering Blackberry. When we talk about the reputational crisis From Apple we already made an increasingly striking analogy: that of Blackberry. The company, which dominated the world of mobility with Nokia in the first decade of the 2000s, did not react to the announcement of the iPhone. He was surprisingly indifferent, and the curious thing is that the impact of the iPhone took to notice. In fact, Blackberry sales continued to grow and reached its peak in 2011. From that moment on, fallen into dive. Today the company is a shadow of what it was.
Apple annual income. Has the company touched roof? Source: Backlinko.
Apple is doing very well (for now). On paper things are going very well for Apple. The company has not seemed to notice the impact of the arrival of Chatgpt, and global sales continue to go up. There is signs of concern, because its star product, the iPhone, It seems to have touched roof. Now in fact the growth is much more modest (2% in 2024) and its Silent transformationalthough effective, seems to confirm that Apple is unable to innovate. Even they have made it clear that They no longer look for the next iPhone. The disruptions, it seems, are overvalued.
Apple lives in the past. But as they point out In BloombergApple is living in a “legacy” world, depending on products and services that work it, but do not seem to look at the future. The agreement between Jony Ive and Sam Altman to develop an AI hardware product is another sign that may worry: the company that previously excited and which we expected a disruption was Apple. Now we see others like OpenAi or Google.
An increasingly criticized tim cook. That apparent inability to react is making Tim Cook’s succession seem to press. In The Wall Street Journal summary The situation of the Apple CEO, to which the problems accumulate and that continues to focus its strategy on the inertia of the iPhone. But that inertia is not eternal: Eddy Cue, senior executive of the company, testified in the US judicial case against Apple this month and said something unique: “You may not need an iPhone within 10 years, although it sounds like madness.”
An opportunity. Apple has been presuming for its commitment to privacy for years, and that was precisely the clear Apple Intelligence approach when they presented it. His promise was that of a more private AI, which we could also execute partially – without need of the cloud – and that would still be as capable as the rest. At the moment, Apple Intelligence benefits are far from competitors, but if Apple manages to catch up at the capacity of their AI and also manage to maintain their privacy promise will have something that competitors in effect do not have.
Or two. But we are talking about Apple, a famous company to be late for the revolutions and then win. It should not be ruled out of course in the AI segment, but there may also be new options in the field of hardware. That’s where The connected glasses They can be another accessory Very interesting For a firm that is expected to reinforce its “iPhone ecosystem” with this wearable, and the latest data They point to it.
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