Katarzyna Petru
In recent years, Apple has often faced accusations that it has "missed" the artificial intelligence boom. While OpenAI, Google, and Meta are investing hundreds of billions of dollars in data centers, chips, and training language models, Cupertino has consistently adhered to a much more conservative approach. However, as The Information argues, this caution may turn out to be an advantage – and as soon as 2026.
According to the report, an increasing number of investors and analysts are starting to question the sense of gigantic expenditures on AI. Doubts are arising about whether the current scale of investment will actually translate into fast 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 important 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 the spring, is expected to be significantly more conversational and capable of performing 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 views large language models as a technology that will eventually become a mass commodity – and not necessarily worth the costly, standalone development on a large scale. Instead, Apple prefers to focus on integration and user experience.
Advantage of the Ecosystem and Cash
The report highlights yet another key element: money. Apple has over 130 billion dollars in cash and securities. If valuations of AI startups begin to decline, 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 face enormous barriers: production, logistics, distribution, and creating a cohesive ecosystem. These are areas where Apple has been incredibly strong for years.
Personnel Changes and New Direction
The Information also points to significant personnel changes. Siri has come under the wing of Mike Rockwell, who was previously responsible for Vision Pro, following 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 dismantled and integrated into strictly product teams. In the background, concerns have been raised 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. Nevertheless, previous stumbles have not harmed the company's key businesses. According to the authors of the report, 2026 could become a pivotal moment: if enthusiasm for massive investments in AI begins to wane, and Apple actually delivers a new, much better Siri, the cautious strategy from Cupertino may be considered exceptionally foresighted.
In other words – Apple may not have been the first or the loudest in the AI race, but all signs point to the fact that in 2026, it could find itself exactly where it wants to be: with a refined product, a strong ecosystem, and complete financial freedom.
