In a week that saw Apple unveil its latest iPad mini with the A17 Pro chip, questions emerge about the tech giant's true position in the AI race. While some view Apple's AI capabilities as lagging behind competitors, a closer examination reveals a potential long-term strategy that leverages the company's massive device ecosystem.
The narrative around Apple's artificial intelligence capabilities has largely centred on what the company lacks. According to Bloomberg's Mark Gurman, internal studies at Apple found that "OpenAI's ChatGPT was 25% more accurate than Apple's Siri, and able to answer 30% more questions." In fact, Gurman reports that "some at Apple believe that its generative AI technology — at least, so far — is more than two years behind the industry leaders." Yet, as Apple rolls out its new iPad mini with the A17 Pro processor—marketed heavily on its AI capabilities—we might be witnessing not a company playing catch-up, but one methodically positioning itself for the long game.
Apple's true advantage lies not in being first, but in being everywhere. With an estimated 2.4 billion device users worldwide, Apple's ecosystem dwarfs ChatGPT's 200 million users. This reach, combined with June's strategic partnership with OpenAI to integrate ChatGPT into iOS, iPadOS, and macOS, suggests a company that understands its strengths.
As Gurman observes in Bloomberg, "That said, it's hard to count Apple out. It has a cherished brand, nearly limitless resources, and a history of coming from behind and being successful (see Apple Maps)."
However, a crucial question remains: Does the average consumer actually care about AI? Outside metropolitan areas and tech hubs, artificial intelligence might still be more commonly associated with agricultural practices than cutting-edge technology. As one industry observer notes, "AI in many rural communities still stands for artificial insemination, not artificial intelligence."
This disconnect between Silicon Valley's AI enthusiasm and broader market realities might explain Apple's measured approach. Rather than asking customers what AI features they want, Apple appears to be following its traditional playbook of telling customers what they need—a strategy reminiscent of the apocryphal Henry Ford quote about faster horses.
The company's partnership with OpenAI reveals a pragmatic approach to AI integration. Instead of rushing to compete head-on with dedicated AI platforms, Apple is focusing on seamless integration within its ecosystem. According to OpenAI's announcement, "Privacy protections are built in when accessing ChatGPT within Siri and Writing Tools—requests are not stored by OpenAI, and users' IP addresses are obscured."
As we approach 2025, Apple's AI strategy appears increasingly clear: leverage its massive device ecosystem, partner with AI leaders where beneficial, and gradually introduce features that feel natural within the Apple experience. While the initial Apple Intelligence features might seem underwhelming—starting with notification summaries and expanding to more capabilities between December and March—they represent just the beginning of a longer journey.
By 2026, nearly every Apple device with a screen will be AI-capable, creating an unprecedented platform for AI deployment.
Whether this strategy will prove successful remains to be seen. But in an industry where competitors struggle with fragmented operating systems and hardware integration, Apple's patient, ecosystem-first approach might just prove to be the winning formula. After all, in the race between the tortoise and the hare, slow and steady often wins—especially when the tortoise owns the racetrack.