As generative AI reshapes the tech landscape, most attention has gone to OpenAI, Google, Anthropic, Microsoft, xAI, and China’s DeepSeek. Their models are powerful, their demos flashy, and their progress rapid. In contrast, Apple—famously secretive and methodical—has drawn skepticism over its perceived AI inertia.
Despite announcing “Apple Intelligence” at WWDC in June 2024 and following it with a splashy fall ad campaign, Apple has yet to meaningfully integrate generative AI into iOS. Instead, headlines swirl about delays and internal team reshuffling, and among AI insiders, it’s trendy to “worry” about Apple’s AI future.
