Katarzyna Petru
In recent years, Apple has often faced accusations of having “missed” the artificial intelligence boom. 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 The Information argues, this caution may prove to be an advantage – as early as 2026.
According to the report, an increasing number of investors and analysts are beginning to question the sense behind the gigantic spending on AI. Doubts are arising as to whether the current scale of investment will truly translate into rapid and stable revenues, or if we are dealing with 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 thorough overhaul of Siri. The new version of the assistant, anticipated in spring, is meant to be considerably more conversational and capable of handling complex, multi-step tasks. This is particularly important as the current Siri has lagged behind competitors in terms of flexibility, context, and reliability for years.
Interestingly, Apple plans to base the new Siri on Google Gemini models. This suggests that the company sees large language models as a technology that will become a mass commodity over time - and not necessarily worth the expensive, standalone development on a massive scale. Instead, Apple prefers to focus on integration and user experience.
The Advantage of Ecosystem and Cash
The report draws attention to one more key element: money. Apple has more than 130 billion dollars in cash and securities. If valuations of AI startups begin to fall, the company will be in an excellent position for acquisitions or strategic partnerships.
In addition, 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 level of the iPhone, iPad or Mac. Meanwhile, AI companies trying to build their own devices must contend with enormous barriers: production, logistics, distribution, and creating a coherent ecosystem. These are areas where Apple has been incredibly strong for years.
Staff Changes and New Direction
The Information also indicates significant personnel changes. Siri has come under the wing of Mike Rockwell, who was previously responsible for Vision Pro, following further delays in the development of the assistant. Meanwhile, the head of the AI department, John Giannandrea, announced his retirement in December, and his structures have been dismantled and integrated into strictly product teams. Concerns have arisen about the lack of a clear vision and the translation of AI research into real products.
Does History Repeat Itself?
Apple has a long history of early but uneven experiments with AI – just remember the debut of Siri in 2011. Nonetheless, prior missteps have not harmed the company's key businesses. According to the authors of the report, 2026 could be a pivotal moment: if enthusiasm for mass investment in AI begins to wane, and if Apple actually delivers a new, significantly improved Siri, the cautious strategy from Cupertino may be regarded as exceptionally prescient.
In other words – Apple may not have been the first or the loudest in the AI race, but all signs suggest that in 2026 it may find itself exactly where it wants to be: with a refined product, a strong ecosystem, and full financial freedom.
