For years, Apple has been criticized for lagging behind in the AI race. But with its latest Siri AI update, powered by Google Gemini and embedded into its software, the company is showing that slow and steady can indeed win the race.
A better question than whether it's catching up might be: will these features actually benefit Apple’s users?
Apple’s senior vice president of software engineering, Craig Federighi, emphasized in his remarks that Apple prioritizes technology for its users. The company is positioning itself as an AI ally rather than a threat to consumers’ privacy and jobs.
The new Siri functionalities, like surfacing buried information from your inbox or using onscreen awareness, might just make Apple devices more intuitive. However, it’s unclear if these tweaks are enough to outpace competitors with their own app stores.
Apple is spending less than its tech giants rivals but still making huge profits due to the App Store revenue. This measured approach could be seen as financially smarter in an industry questioning AI's real-world utility and profitability.
