A new analysis argues that Apple’s measured approach to artificial intelligence could position the company for success in 2026, as market enthusiasm for massive AI spending shows signs of cooling.
The report, from The Information, notes that while Apple has faced criticism for lagging behind competitors like OpenAI and Google in AI innovation, its strategy of limiting massive capital expenditures has left it with a significant financial reserve. This war chest of over $130 billion could allow Apple to pursue strategic acquisitions or partnerships if AI startup valuations decline.
The Siri Overhaul and Strategic Shift
A central element of Apple's 2026 AI push will be the long-awaited revamp of Siri, expected in the spring. The new version is anticipated to be more conversational and capable of handling multi-step tasks. Reportedly, Apple plans to power this upgrade using Google's Gemini AI model, signaling a belief that such large language models may become commoditized and not worth the cost of full proprietary development.
The report also highlights Apple's key strength: its integrated hardware and software ecosystem. Unlike pure AI companies, Apple can distribute new AI features directly to hundreds of millions of devices via software updates, bypassing challenges in hardware manufacturing and distribution faced by new competitors.
Internal Reorganization
Recent leadership changes are cited as part of Apple's effort to refocus its AI initiatives. Siri development has been moved under Mike Rockwell, who led the Vision Pro launch, following delays in the assistant's overhaul. This reorganization aims to inject clearer product direction into the company's AI efforts.
While Apple has a mixed history with AI, including the initially promising but later stagnant Siri, the report concludes that these shortcomings haven't damaged its core business. 2026 may present an inflection point where Apple's patience allows it to integrate more mature AI technology into its products just as the industry's spending frenzy faces greater scrutiny.
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