One sentence could summarize Apple’s philosophy: It’s not about being first, but being the best. Apple CEO Tim Cook reiterated this idea in a recent interview with The Wall Street Journal.
This strategy worked well for Apple 20 years ago with products like the iPod and the iPhone. But something has changed recently: The company is neither the first nor the best. A prime example is Apple Intelligence.
Apple’s generative AI isn’t just more limited than its competitors’ offerings—it’s also arriving in dribs and drabs. Its full rollout is expected to begin next week, but it will come with only a few options that users can already test in the macOS Sequoia 15.1 beta.
Even Apple employees have criticized the arrival of these new features. Some, speaking anonymously, stated they believe Apple Intelligence is two years behind the industry’s main leaders. This is certainly the feeling that the launch raises at the moment.
Apple’s CEO doesn’t seem concerned. He told the Journal, “We weren’t the first to do intelligence. But we’ve done it in a way that we think is the best for the customer.”
The truth is, Apple’s strategy with its AI platform differs significantly from its competitors. Other companies have entered this segment with ambition and, at times, desperation. The investments have been massive, and the rollout of AI services has been rapid—sometimes rushed.
At Apple, these developments have been much slower. The company has focused on a less versatile and flashy AI in favor of prioritizing privacy. Some of Apple Intelligence’s functions run locally, while others run in Apple’s cloud. In both cases, the company says privacy is paramount. It doesn’t collect data or use it to train its models, unlike its competitors.
This approach may appeal to many users, as does the fact that Apple is gradually implementing these new features. But one thing is certain: Apple caught the AI train late and is currently in the last car. Its caution may pay off in the long run, but today it lags behind its competitors.
Meanwhile, the company will continue to argue that it’s not important to be first but to be the best. However, this argument hasn’t held up well with the Apple Vision Pro, which is visibly struggling. It also hasn’t proven true with services like Apple Music and Apple TV+, which arrived later than their rivals and are decent but not necessarily better.
Image | European Commission (Christophe Licoppe)
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