Apple considers OpenAI a direct existential threat, not a potential partner. With OpenAI developing hardware like AirPods competitors and having ambitions for an "iPhone killer," Apple is unwilling to work with a company actively trying to put it out of business.
The current user experience of jumping between apps on iOS and macOS is considered outdated within Apple. The future is seen as AI agents that can perform multi-step tasks across functions, eliminating the need for users to manually open and navigate individual applications.
Apple initially planned to rebuild Siri around Anthropic's Claude AI model. However, Anthropic demanded "a crap ton of money"—several billion dollars a year with doubling prices—which caused Apple to abandon the deal and partner with Google's Gemini instead.
Despite significant buzz, the trend of buying Mac Minis to run local AI models has not translated into a sales surge. The devices remain widely in stock, suggesting the behavior is a niche, performative signal of being "AI native" rather than a widespread consumer movement.
While Apple's public-facing AI strategy involves Google, its internal product development and tooling are heavily powered by Anthropic's Claude. Apple runs custom versions of the model on its own servers, indicating a deep, non-public integration with a key AI player.
The Neural Engine, the specialized AI chip in iPhones, was a direct result of the canceled Apple Car project. It was designed to power a self-driving car's AI and was later shrunk for the phone. Without the car project, Apple would be even further behind in on-device AI.
Apple's attempt to lead in AI by hiring Google's former AI head backfired spectacularly. This single hire is considered the biggest mistake of Tim Cook's tenure, leaving Apple significantly behind its competitors in the AI race despite an early lead with Siri.
Even when Siri gains new capabilities, like ordering an Uber (a feature available for 10 years), adoption remains abysmal. The core issue is that users have been conditioned for a decade not to trust Siri to perform tasks correctly, making them default to manual app usage.
The clearest sign that John Ternus is the heir apparent to Tim Cook is his recent takeover of Apple's iconic hardware and software design teams. Historically, this role has been held by key leaders like Steve Jobs and Tim Cook, signaling a clear path to the CEO position.
Apple's biggest problem is over-engineering and taking too long to ship. The Apple Car failed because they aimed for a fully autonomous vehicle instead of an iterative luxury EV. Similarly, the Vision Pro could have launched years earlier and been more successful with less "fit and finish."