Apple unveiled a major Siri AI update tied to Google Gemini, but its slow beta rollout raises questions about user adoption and real business impact.
As informed by Techcrunch
For years, Apple has faced criticism for being slow in the AI race. Skeptics questioned whether the lack of a clear AI strategy deprives the company of competitive advantages, and Wall Street analysts worried that the lag could affect iPhone sales.
The company finally unveiled what it calls its biggest AI launch in history: Siri AI, which integrates new capabilities thanks to a partnership with Google Gemini directly into the software core.
Will this be enough to refute the accusation that Apple “has lost” the AI race? Frankly, there is no clear answer. But perhaps the key questions are quite different: will Apple users actively use these capabilities, and will this bring real business value?
“Some seem to be rushing ahead, chasing AI for AI’s sake, without a clear regard for people – all of us – for whom this technology is meant.”
– Craig Federighi
“At Apple, our mission has always been to turn the potential of advanced technology into useful and intuitive products for everyone.”
– Craig Federighi
According to Monday’s demonstrations, Apple’s stance is focused on real work on solutions. Siri can now pull information from your email or message history, offer helpful tips, and provide context using an onscreen awareness system. Together with Gemini, this enables quickly obtaining up-to-date information from the web and delivering it directly to the user’s device.
Siri will run seamlessly on all Apple devices, will retain chat history for reference to prior conversations, and will integrate AI at the system level, posing serious challenges for competitors whose apps still rely on the App Store.
The main takeaway is that the Siri version is not yet ready for full rollout and will remain in beta for this year. However, Apple demonstrates that its strategy is oriented toward the long horizon, not instant wins. Such a rollout indicates that a measured tactic can be more stable and financially justified than the aggressive race for rapid updates.
Compared with OpenAI and Meta, Apple spends less – about $14 billion this year – but is already earning substantial revenue from the AI ecosystem through the App Store and the ease of use. The main value, as the company emphasizes, lies not only in rapid releases but in ecosystem integration and in enhancing the user experience.
In sum, Apple is taking a more cautious path in AI. If this mode proves durable and useful for users, it could strengthen customer loyalty and deliver steady revenue while preserving competitive advantages without unnecessary costs.
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