Is Apple’s Lag in AI Becoming a Liability?

Apple’s 2025 product event showcased impressive hardware, but its continued silence on significant artificial intelligence advancements is raising concerns that its lag in the field is becoming a serious liability. While competitors infuse their products with generative AI, Apple’s keynote focused on physical design, leaving its AI suite, “Apple Intelligence,” on the sidelines.
The problem is most visible with Siri, its once-pioneering virtual assistant. A promised overhaul has been delayed yet again, leaving it far behind the capabilities of assistants from Google and others. This gap has led to speculation that Apple may need to license AI technology, with reports of talks with Google about using its Gemini models—a move that would underscore Apple’s current deficit.
Wall Street has taken notice, with analysts increasingly viewing Apple as a follower rather than a leader in the AI space. This perception could eventually impact consumer choice, especially as AI-powered features become more integral to the smartphone experience. Google’s Pixel phones, for example, already leverage AI for advanced photo editing, call screening, and more.
For now, the appeal of Apple’s ecosystem and its beautifully engineered hardware, like the new ultra-thin iPhone Air, remains strong. However, in a tech landscape being rapidly reshaped by AI, hardware excellence may not be enough to maintain its leadership position indefinitely. The pressure is mounting for Apple to deliver a compelling AI vision.