Katarzyna Petru
For the past few years, Apple has frequently faced accusations of having "slept through" the boom in artificial intelligence. While OpenAI, Google, and Meta are investing hundreds of billions of dollars in data centres, chips, and training language models, Cupertino has consistently adhered to a much more conservative approach. However, as argued by The Information, this caution may prove to be an asset – and that could be as soon as 2026.
According to the report, an increasing number of investors and analysts are beginning to question the sense of enormous expenditures on AI. Doubts are emerging as to whether the current scale of investment will actually translate into rapid and stable revenues, or if we are witnessing a classic "bubble" that will eventually burst. In this context, Apple, which has limited spending strictly related to AI, appears to be a company playing the long game.
Siri as a Key Turning Point
The most significant event for Apple's AI strategy in 2026 is expected to be a complete overhaul of Siri. The new version of the assistant, anticipated in spring, is expected to be much more conversational and capable of handling complex, multi-step tasks. This is particularly important because the current Siri has lagged behind competitors' solutions in terms of flexibility, context, and reliability for years.
Interestingly, Apple is set to base the new Siri on Google Gemini models. This suggests that the company recognises large language models as a technology that will eventually become a mass commodity – and not necessarily worth the costly development on a large scale by itself. Instead, Apple prefers to focus on integration and user experience.
The Advantage of Ecosystem and Cash
The report highlights another key element: money. Apple has over 130 billion dollars in cash and securities. If the valuations of AI startups start to decline, the company will be in an excellent position for acquisitions or strategic partnerships.
Additionally, there is an advantage that typical AI companies do not have – hardware and ecosystem. Apple can deliver new AI features directly through system updates and deep integration at the iPhone, iPad, or Mac level. Meanwhile, AI companies attempting to build their own devices face enormous barriers: production, logistics, distribution, and creating a cohesive ecosystem. These are areas where Apple has been incredibly strong for years.
Changes in Personnel and New Direction
The Information also points to significant personnel changes. Siri has come under the wings of Mike Rockwell, who was previously responsible for Vision Pro, after further delays in the work on the assistant. Meanwhile, the head of the AI department, John Giannandrea, announced his retirement in December, and his structures were broken up and integrated into strictly product teams. There were concerns about a lack of clear vision and the translation of AI research into real products.
Is history repeating itself?
Apple has a long history of early but uneven experiments with AI – just recall the debut of Siri in 2011. Nonetheless, earlier missteps haven’t harmed the company’s key businesses. According to the authors of the report, 2026 could become a turning point: if enthusiasm for mass investments in AI begins to fade, and if Apple actually delivers a new, much better Siri, the cautious strategy from Cupertino may be seen as exceptionally forward-thinking.
In other words – Apple may not have been the first or the loudest in the AI race, but all indications are that by 2026 it could be precisely where it wants to be: with a polished product, a strong ecosystem, and full financial freedom.
