During its Worldwide Developers Conference in June 2024, Apple laid out its vision for integrating AI into its apps and ecosystem of hardware and services.

Apple’s AI market advantage lies in its deep integration of artificial intelligence into its applications, software and services. Apple enjoys a significant competitive edge over its rivals because it owns the hardware, software, and services.

Apple’s forethought means that Apple can deploy AI features that run on the devices people already own. Apple is ahead of most device makers, which are only now catching up by integrating NPUs in hardware and depending on third-party software to deliver AI capabilities to devices.

The heart of Apple’s strategy is to deliver a mix of AI processing on its hardware and link to cloud computing processing power based on the complexity of the AI task.

Want to learn more about how Tim Bajarin thinks about Apple’s strategy of integrating AI into Apple devices? Click here