At WWDC in 2024, Apple rolled out its AI strategy and named it Apple Intelligence.

Apple’s AI strategy is criticized for its late entry, limited cloud capabilities, and overemphasis on on-device processing. Instead of building a strong AI platform early, Apple focused on privacy and hardware, leaving it reliant on partnerships—like integrating ChatGPT into Siri.

At this year’s WWDC in early June, Apple acknowledged that many of the things promised in the 2024 Apple Intelligence launch are behind.

Apple needed to partner with and use a third party to help deliver AI integration to their OS and apps. In this case, they partnered with Open AI and ChatGPT to add AI to MacOS and iOS.

Apple has done one thing that I find interesting. At least in the short term, they are AI-enabling their own apps, which may be critical to its long-term success in the marketplace.

Want to learn more about Tim Bajarin’s thoughts on Apple’s strategy of AI-enabling their own apps? Click here