Foreign media commentators believe that Apple has long been criticized for its slow AI development, but with the unveiling of the new Siri and system-level features, this "slow and steady" strategy is beginning to show its true colors. The article argues that Apple's real challenge isn't whether it wins the AI race, but rather whether these features will be consistently used by users and translate into support for its hardware and ecosystem.
The new version of Siri is directly embedded in the system.
According to Apple's presentation, Siri will gain enhanced automation capabilities and will partner with Google Gemini to access real-time web information. The new assistant can retrieve content from emails and text messages, provide suggestions based on screen context, and will also be usable across different Apple devices.
The article argues that the key to this approach is not launching a standalone AI application, but rather integrating AI directly into the operating system and device experience. For users, the functionality is more readily accessible, and the barrier to entry is lower.
System-level entry points bring distribution pressure
Commentators suggest that Apple's move to integrate AI capabilities into the system layer could weaken the distribution advantages of some third-party apps. Previously, many AI products relied on the App Store to reach users; if Apple integrates similar capabilities directly into the system, users may not need to frequently open standalone apps.
However, this assessment is still based on certain conditions. The article mentions that this version of Siri will not be immediately available to all consumers, but is planned to be released as a beta version later this year. Therefore, its actual usage rate and retention remain to be seen.
In contrast to OpenAI and Meta
The article argues that Apple's message this time is not just about releasing new features, but also about emphasizing that its AI approach differs from other tech companies. Craig Federighi, Apple's senior vice president of software engineering, stated at the launch event that some companies are "doing AI for the sake of AI," while Apple focuses more on whether technology truly serves users.
Commentators have pointed out that Apple is attempting to portray itself as more restrained and closer to consumers. This stance is particularly appealing to ordinary users at a time when doubts remain about the impact of AI on employment and its true usefulness.
In comparison, the article specifically names OpenAI and Meta. While the former updates frequently, the outside world is still observing whether its positioning—whether it targets consumers or enterprises—is clear; the latter continues to invest heavily in AI, but its path to commercial returns is still not fully clear.
Maintaining competitiveness with low investment
Commentators argue that Apple's advantage lies in not being forced into a high-intensity capital expenditure race. The article notes that Apple plans to spend approximately $14 billion in capital expenditures this year, while other tech giants have pledged even more. Meanwhile, Apple maintains strong revenue and continues to benefit from the AI application ecosystem through the App Store.
According to the article, Apple doesn't need to participate in the AI competition in the most aggressive way. As long as it makes its AI features user-friendly enough and makes iPhones and other devices easier to use, it has the opportunity to extend user engagement time and continue to strengthen the bond between its hardware and ecosystem.
The commentary concludes that this does not necessarily mean Apple has "won" the AI race, but in terms of investment efficiency, product integration, and commercial returns, it may be a more prudent approach.
