Apple's "Think Different" and "not first, but best" have been its worst enemies in the generative AI landscape. While its competitors like Microsoft, NVIDIA, and Google are making bank in the ever-evolving category, the iPhone maker hasn't made any significant headway, save for trivial features like Writing Tools.
Last year, during the annual WWDC event, the company promised to overhaul its digital assistant Siri with a flagship and next-gen AI experience. It also unveiled Apple Intelligence, the answer to Microsoft's Copilot, OpenAI's ChatGPT, and Google's Gemini.
