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Apple Is Said to Be Dogged by Setbacks with AI, Threatening Its Future

Apple has faced ongoing setbacks with its AI efforts since hiring Google's AI head John Giannandrea in 2018, leading to delayed and incomplete features as of 2025.
These difficulties stem from organizational reluctance, privacy commitments, and being caught off guard by competitors like OpenAI's ChatGPT which launched in late 2022.
Apple struggled to deliver promised AI improvements, such as a revamped Siri, resulting in postponed rollouts, class-action lawsuits, and internal leadership changes including Giannandrea losing product control.
With 2.35 billion active devices and challenges from EU regulations, Apple is now developing a separate LLM-based Siri assistant and negotiating to integrate external AI models like Google Gemini.
Apple's AI setbacks highlight a need for faster innovation and cultural change, as delays risk undermining its technological leadership amid intensifying competition in AI.

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There Is a Crisis Within Apple's Ranks

It is years behind its competitors in AI developments.

3 days ago·Budapest, Hungary

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How Apple fell behind in the AI race

By Julia Press and Sarah Holder, Bloomberg Over the past year, Apple has pulled out all the stops to tout shiny new AI tools: from big presentations at its Worldwide Developers Conference to ads featuring The Last of Us star Bella Ramsey. Now, the company is facing questions about what it’s promised versus what it’s delivered. On the Big Take podcast, Bloomberg’s Mark Gurman takes host Sarah Holder inside the company’s efforts to keep up on AI a…

4 days ago·San Jose, United States

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Mark Gurman Unveils the Reasons Why Apple Has Lost the Race for AI: "They Will Be Doomed to Failure"

Apple promised to revolutionize the AI with iPhone 16, but according to Mark Gurman, the company is far behind and could fail if it doesn't react in time.

4 days ago·Madrid, Spain

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