Just one year ago open made a significant innovation called Apple intelligence it's of note that this innovation happens to be its most significant after unveiling the iPhone this action led to more investment by investors.
But today after lots of excitement by what the new updated Siri powered by AI can do especially the chances that it can rival Google Gemini and chat GPT AI. Apple finds itself in a pressing position, sales has stagnated and investors confidence is down and importantly consumers excitement has withered off.
It's safe to say that Apple didn't thrive by being the best out there but by perfecting what is already in existence for example the iPods were not the first MP3 player neither was iPhone the first smartphone in the world yet they were refined by apple and with perfect marketing and branding they were able to convince the world that they have the best available.
Now the question is why is Apple lacking behind when it comes to its AI powered features in its smart phones the answer is simple (Apple secretive nature) I mean there are other factors but AI thrives on real time learning, open innovation, constant iteration of which Apple traditional secretive, closed eco system will struggle to compete.
Tim Cooks has his flowers for leading Apple into large financial gain making it worth over $3 Trillion but the ultimate test is here, the world is changing and Artificial intelligence has become the order of the day which means you have to be at the forefront to remain competitive. Any company that cannot evolve to a powerful AI native eco system risks being kicked out.
Just like how Nokia was once a global leader in Mobile phones but failed to capitalize on the smartphone trend and ignored software innovation in favor of hardware dominance the results were a free fall that even till now they've not recovered from.
The same may befall Apple, of course iPhones are iconic but not dispensable If Apple AI gamble doesn't pay off then it's a problem.
Apple has to reinvent itself like it did in the past, renovate and rethink how Siri functions probably open up its ecosystem for developers.