Compared to Google, Meta and OpenAI, Apple is considered more cautious and slower when it comes to AI, as the company places greater emphasis on data protection and security. Critics see this as a disadvantage compared to its competitors. However, new developments suggest that this could change in 2026, as the company plans improvements to Apple Intelligence and a comprehensive Siri update to catch up in the AI field.
The strategy focuses on integrated features on devices and targeted investments rather than large-scale infrastructure projects. Whether this cautious approach will be successful as the general AI hype cools down will be crucial to how competitive Apple remains in the coming years.