Apple’s approach to artificial intelligence has drawn criticism for moving too slowly. However, a new report suggests that patience could soon become Apple’s greatest strength. As rivals race ahead with costly AI investments, Apple continues to take a measured and selective path.
After missing a promised Siri upgrade at WWDC 2024, Apple pulled back its public AI ambitions. Since then, the company has softened its Apple Intelligence messaging and shifted focus toward design and system updates in its 2025 software releases.
Spending Less May Mean Winning More
Unlike competitors, Apple has avoided massive spending on AI data centers and chips. Companies like Google and Meta have poured hundreds of billions into infrastructure. Apple, by contrast, still holds roughly $130 billion in available capital.
According to the report, this restraint gives Apple flexibility. Instead of locking itself into expensive systems with uncertain returns, Apple can invest when the market becomes clearer. As a result, the company may enter 2026 with more options and fewer risks.
Partnerships Over Pure In-House Models
Rather than betting everything on internal AI models, Apple may lean on partnerships. The report suggests Apple plans to introduce features powered by Google’s Gemini in 2026. This strategy allows Apple to deliver strong AI tools without carrying the full development cost.
At the same time, Apple still maintains teams working on its own models. However, some leaders reportedly believe large language models may soon become commodities. If that happens, heavy investment may offer little advantage.
The iPhone Remains Apple’s Secret Weapon
Apple also holds a key advantage others lack: the iPhone. With hundreds of millions of active users, Apple controls one of the strongest delivery platforms for AI features. Even modest AI upgrades could reach more people faster than rival tools spread across different devices.
Leadership changes also signal a shift. Apple recently moved AI oversight to Mike Rockwell, best known for leading Apple Vision Pro development. This move hints at tighter integration between AI and hardware.
Slow Today, Strong Tomorrow?
While critics argue Apple lags behind in AI, the report paints a different picture. By spending carefully, staying flexible, and leveraging its ecosystem, Apple may be positioning itself for a stronger AI push in 2026. If the AI market cools or shifts, Apple could be one of the few companies ready to adapt quickly.
