BriefAI / Market Brief / TechCrunch3 min read
Why Apple’s slow-and-steady AI bet is starting to look pretty smart
TechCrunch AI reports: Now, the company has unveiled what it is billing as its biggest AI launch to date: Siri AI, which embeds new automated capabilities (fueled by a partnership with Google G
Image source: TechCrunch AI
Key Takeaways
- For years, Apple has been accused of being one of the biggest stragglers in the AI arms race
- Doubters have argued that Apple’s lack of a clear AI strategy have cost it its edge, and Wall Street analysts have worried that the gap could start hurting iPhone sales
- Is it enough to get people to stop saying that Apple is “losing” the AI race
TechCrunch AI reports Why Apple’s slow-and-steady AI bet is starting to look pretty smart. TechCrunch AI reports: Now, the company has unveiled what it is billing as its biggest AI launch to date: Siri AI, which embeds new automated capabilities (fueled by a partnership TechCrunch's Jun 9, 2026 report on Why Apple’s slow-and-steady AI bet is starting to look
Is it enough to get people to stop saying that Apple is “losing” the AI race?
To be honest, nobody really knows. But the question itself may be the wrong one. A better one might be: are Apple customers actually going to use these features and, if they do, will it help Apple’s business?
Before we address that question, we should note that Monday’s announcements also came with an interesting comment from Craig Federighi, Apple’s senior vice president of software engineering.
“Some appear to be racing forward, seemingly pursuing AI for the sake of AI, without clear regard for the people, all of us, that it’s ultimately meant to serve,” Federighi said during his remarks. “At Apple, our mission has always been to turn the potential of advanced technology into helpful and intuitive products for everyone.”
Sources
- Why Apple's slow-and-steady AI bet is starting to look pretty smart
Can Apple's new AI glow up put to bed accusations that it's losing an all-important industry race?
- TechCrunch AI AI coverage
TechCrunch AI's current AI coverage page for related reporting and follow-up context.
Tommy
ALTOS LAB product and AI implementation editor, focused on enterprise workflows, generative search and practical decision frameworks.