Why Siri Is Bad: Apple's Long-Term AI Strategy

Summary

Apple's initial foray into AI with Siri in 2011, announced by Steve Jobs as the future of computing, has largely fallen short of expectations over the past 13 years. While competitors have invested billions in AI development, Apple has been notably conservative. However, this narrative overlooks Apple's long-standing business strategy: to let others innovate and burn cash first, then enter the market with a superior, 'Apple-ized' product and dominate, a pattern seen with the iPod, iPhone, and iPad. The early failure of Siri, including internal acknowledgments of its 'embarrassing' capabilities, can be viewed as part of this plan. Apple prioritized building its own powerful silicon and controlling the hardware-software ecosystem, creating a strategic advantage. The recent introduction of Apple Intelligence in 2024, leveraging partnerships like ChatGPT for immediate functionality, aligns with this approach. Apple is positioning itself for a future where on-device AI processing and privacy are paramount, a landscape where its architecture, focused on local computation and ecosystem lock-in, is perfectly suited. This long-term vision, even if it meant initially lagging in the AI race and enduring criticism, reflects CEO Tim Cook's adherence to Apple's historical playbook.